From first steps to great achievements

Our brands are there in the moments that matter, from first steps to great achievements. In an ever-changing world, we want to be there for more people, in more of those moments. This drives everything we do.

Like the great athletes and ambassadors we have the privilege to work with, we’re a constant work in progress, an evolving story.

We are at our best when we’re bold in our decisions, focused in our actions and playing to our strengths.

As a family business, not a corporation, we believe in the power of the collective. Every individual has the power to help shape the Pentland of the future.

Your potential is our potential, and it’s our relationships that build and grow brands that last.

We are Pentland Brands and together we make brands matter.

Our approach

Our strategy is to grow our brands sustainably by investing in them over the long-term. We invest in our people, our platforms and our portfolio to build brands that are loved by consumers across the world.  

Being a responsible business has been important to us from the beginning. We pride ourselves on creating brands with a social purpose and we’re committed to making a positive impact on people and our planet.  

Positive business  

We believe that it is our responsibility to work ethically, transparently and sustainably. Our Positive Business strategy sets out our commitment to take action, for people and our planet.  

The strategy focuses on three key areas where we can make a positive impact – building purpose-led brands, reducing our environmental footprint and promoting circularity and collaboration.  

Diversity and inclusion  

We want to be a place where everyone is welcomed, supported and encouraged to grow and contribute. That’s why we’re working to level the playing field, by building diversity and inclusion into everything we do – from our recruitment processes to our brand campaigns.

We value different perspectives which is why we pay particular attention to inclusion. We believe that building diverse teams will allow us to drive performance, innovation and growth.  That’s also why we’ve formed a D&I Positive Business squad, made up of passionate people across the business, to drive forward our D&I initiatives.

Our pledge is to build a business that is:

Positive: D&I is powered by our people and our brands

Inclusive: everyone feels a true sense of belonging

Diverse: we strive for better representation across our business to reflect the diverse consumers we serve

Our people

We recognise that diversity and inclusion is a broad topic, encompassing a range of important issues. As a result, we’ve made the decision to focus on the areas where we believe we can make the biggest difference. This includes improving the representation of women and people from ethnic minority groups in Director level roles. We plan to do this through a combination of continued succession planning, talent pipeline development and external recruitment; aiming to have at least 43% female and 15% people from ethnic minority groups by the end of 2022.

Our brands

We’re constantly looking at how we can be more relevant through understanding, reflecting and celebrating the diversity of the consumers who love and buy our products.  We’re therefore committed to building diversity and inclusion into our brand campaigns, our brand ambassadors, product innovation and design.

Awards and recognition

You know you’re getting it right when others start taking notice. Here are some of our proudest achievements.

In 2019, Endura won gold in the Outstanding Outdoor Award for Bike Equipment category at the ISPO exhibition.

In 2019, Kickers won Kids Footwear Brand of the Year at the Drapers Awards.

In 2017, Berghaus celebrated ‘Gold’ at the ISPO Awards for its innovative Hyper 100 Jacket. It also won the ‘Go Outdoors’ award in both 2017 and 2018.

In 2020, our in-house creative agency won Campaign’s Best Places To Work award.

In 2019, we were shortlisted for the Drapers ‘Best Place to Work’ award.

In 2019, our Canterbury campaign, ‘Be Part of It’, was shortlisted for ‘Best Project’ and ‘Best Internal Collaboration’ at the Inside Out awards.

In 2018, we were awarded an In-House Design Award for ‘Best Internal Re-Brand’.

We are honoured to have won six Queen’s Awards for Enterprise. These are the most prestigious UK awards for business performance. Most recently, we were awarded The Queen’s Award for Enterprise in the International Trade category for 2018.

In 2017, we were awarded two prestigious family business awards – The EY UK Family Business of Excellence award and the International Institute for Management Development (IMD) Global Family Business International Award.