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Pentland completes Endura acquisition - BikeBiz
Business will continue to be based in Livingston

Scottish cycle clothing brand Endura has been acquired by Pentland Brands. 

Endura founder Jim 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.

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 from Pentland will support Endura’s ambitions to expand distribution and reach more consumers within the cycling apparel category," said a company statement.

McFarlane said: “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.

Barclay added: “Pentland are passionate about brands and developing them over the long term. They’re absolutely committed to preserving our attitude and our authenticity."

Pentland's COO Chirag Patel 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. 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.”

Endura was founded in 1993. Pentland owns Speed, Mitre and other sports brands.

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