Endura, the cycling apparel brand and Movistar Team clothing partner, has been acquired by Pentland Brands.
The business will continue to be based in Livingston, Scotland and the Endura directors, Jim McFarlane and Pamela Barclay, will continue to lead and manage the day-to-day business. The investment will support Endura’s ambitions to expand distribution and reach more consumers within the cycling apparel category.
The acquisition is part of Pentland’s brand portfolio development programme which looks for high potential, high growth brands, that it can invest in over the long-term. The agreement combines Jim and Pamela’s category knowledge, innovation and technical expertise with Pentland’s expertise and passion for growing international Active brands.
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, “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 fervent as ours. We have, and will always 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. We’ll be supporting Jim, Pam and their team by giving them access to our extensive resources and network that, as a global brand management company, we can offer.
“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.”
Founded in Scotland in 1993, Endura is worn by the world’s top road, mountain bike and triathlon teams and riders. It continues bring disruptive innovations to the market; advancing the performance, function and durability of cycle apparel for all. Its products have gone on to earn iconic status globally, resetting the industry benchmarks to carry the brand from Scottish local hero to global market leader.
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