(BRAIN) — U.K.-based apparel brand Endura is laying off multiple employees as it moves its operations from Scotland to London, a move that follows a financial report showing losses for a second consecutive year.
But a company executive said it is adding “new resources” for the brand in the Americas.
Endura is owned by Pentland Group, the London-based owner of the Speedo swimwear brand and the Berghaus outdoor apparel brand, among others. Berghaus, which was launched in the North American market last year, also is moving from Scotland to London, the company said.
“It’s unfortunate when people are affected by change. However, this shift was necessary to position the business for future growth and to add new resources in the Americas, where we are well positioned to serve the rider,” said Shane Wallace, Pentland’s SVP of portfolio brands. Wallace, based in the U.S., is a former VP at Dakine and Fox Racing who joined Pentland in 2024.
Wallace said the company is consulting with employees about relocations. “(W)e expect some team members to make the move,” he said. Several Scotland Endura employees have already shared on their LinkedIn pages that they are leaving the company.
The company said the changes will see “the Berghaus and Endura brands move to a more streamlined product process, designed to deliver innovative products to market faster and more efficiently. Marketing capability will also be expanded in key international markets, building on the recent growth in the brand.”
In an October filing with the U.K.’s Companies House, Endura reported a loss of 4.72 British pounds ($6.2 million) in the 12 month period ending Jan.31, 2025, the most recent figures available. The loss followed a 13.8 million-pound loss in the 12 months before that. Endura had revenues of 23.2 million pounds in the more recent period, and 28.5 million pounds in the earlier period.
According to the report, Endura ended its custom clothing program last year and closed a manufacturing facility in Livingston, Scotland, consolidating warehousing and operations in a separate facility. The Endura brand team was relocated to an office in Edinburgh, Scotland, last February.
Last fall, Endura released new gravel and road lines, after showing them to U.S. IBDs at an event in Bentonville, Arkansas, earlier last year. BRAIN wrote about the new program in our November issue. The company also achieved B Corp status during the reporting period, joining Berghaus in that program.
