Endura, the cycling apparel brand and Movistar Team clothing partner, has been acquired by Pentland Brands Limited, the British family-owned business behind global brand names such as Speedo, Mitre, Canterbury and Berghaus.
The Endura brand, established in 1993, has been synonymous with inventive, bulletproof kit that relishes the stresses that any kind of biking subjects it to. From Mountain to Road, Commute to Triathlon they are #AllTribesOneClan, with a philosophy of Renegade Progress which defies convention and embraces the radical to create game-changing products.
From the first protos made on a kitchen table in Edinburgh, Endura has evolved into an admired global brand with a rack of game-changing and award-winning products. Endura supports an impressive roster of world class athletes including Movistar Team, trials sensation Danny MacAskill, mountain siblings the Athertons of Trek Factory Racing Downhill and triathlon legend Tim Don. Their women’s line-up is second to none. In addition to Rachel Atherton they support a host of female athletes including the Movistar Women’s Team, Cervélo Bigla Pro Cycling Team on road and Lucy Charles in triathlon.
The business will continue to be based in Livingston, Scotland and the Endura founders and directors, Jim McFarlane and Pamela Barclay, will continue to lead and manage the day-to-day business. The investment will support Endura’s ambition to expand distribution and reach more consumers within the cycling apparel category.
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.”