LIVINGSTON, U.K. (BRAIN) — Endura 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 in Scotland, expanded from mountain bike to road, commute, triathlon and other categories. The brand sponsors top athletes and teams including mountain biker Danny MacAskill, the Movistar WorldTour team and the Cervélo Bigla Pro Cycling Team.
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. Operations in the United States will continue to be run out of the Plainfield, Indiana, office.
McFarlane said, "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.
"It is very important to us that we continue to support our loyal dealer network and protect our brand and we know that we are aligned with Pentland on that front."
Pamela Barclay, Endura's director, said, "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 is 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, the COO of Pentland Brands, said, "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."
Independent bicycle dealers in the United States will continue to be serviced out of the Indiana headquarters and will maintain dealer benefits including a stock rotation program, MAP pricing protections, Net150 split dating and free domestic shipping on all orders over $250.
