Endura, the cycling apparel brand has been acquired by Pentland Brands Limited, the business behind global brand names such as Speedo, Mitre, Canterbury and Berghaus.
The Endura brand was established in 1993 by Jim McFarlane and will continue to be based in Livingston and run by Jim McFarlane and co-director Pamela Barclay. The investment will support Endura’s ambition to expand distribution and reach more consumers within the cycling apparel category.
From the first prototypes made on a kitchen table in Edinburgh, Endura has evolved into an global brand and now supports an impressive roster of world class athletes including Movistar Team, trials sensation Danny MacAskill, mountain siblings the Athertons of Trek Factory Racing Downhillm triathlon legend Tim Don, Rachel Atherton, Cervélo Bigla Pro Cycling Team on road and Lucy Charles in triathlon.
Jim McFarlane founder and Director, Endura says, “Endura has been my life for 25 years, so I’m understandably protective of it and dismissed numerous other approaches in the past. Pentland stands out as an exceptional home for Endura, placing it within a family of world class brands under the umbrella of a family owned company that is long-term in its outlook and aligned with our culture and values.
“The innovation opportunities and the shared vision of manufacturing in Scotland that could extend to other Pentland brands in future, are both hugely exciting prospects to me.”
Pamela Barclay, Director, Endura says. “It is good news for Endura and for all our staff. With such flux and uncertainty about the shape of the retail landscape 10 years from now this is the right move for us to secure the future of the brand and jobs in Scotland. Pentland are passionate about brands and developing them over the long term. They’re absolutely committed to preserving our attitude and our authenticity. This is essential to a community as rich and diverse as ours, so we can remain All Tribes, One Clan.”
Chirag Patel, Chief Operating Officer, Pentland Brands says, “We have a strong track record of nurturing brands that people love, so Endura is a great addition to our portfolio – we believe it has huge potential.
“There are so many opportunities in bringing Endura into Pentland Brands. We’re both family owned, so we understand the importance of people and culture, and our brands focus on innovation and bringing disruptive ideas to market. We’re delighted to have the Endura team as part of our Pentland family.”