Endura has confirmed that a number of jobs are set to be cut at the cyclewear manufacturer, as part of parent company Pentland Brands’ plans to uproot the Scottish company, which has suffered two years of heavy losses, from Livingston to London and “streamline” the business.
Over the past week, several long-serving staff members at Endura announced that they are leaving their jobs or facing redundancy, alluding to “big changes” taking place at the West Lothian company in the coming months, including a “total relocation”.
According to a number of posts shared by Endura employees on LinkedIn, and confirmed today by Pentland Brands, the Livingston-based cycling apparel brand appears set to considerably reduce its workforce as it gears up to leave Scotland entirely.
“Big changes ahead for Endura next year with a total relocation of the brand, so it is with sadness that I’ve a confirmed leaving date [at] the beginning of April,” Endura’s design lead Pete Newton posted on the social media platform.
“The options available just weren’t workable so I’m bowing out – a tough decision but the right one for me,” Newton, who has worked for Endura for the past seven years, continued, after originally describing the changes as something “I don’t want to be part of”, though he later deleted that section of his statement.
Meanwhile, Peter Dunn, a product manager at Endura for five years, posted: “Like many others, my time at Endura is coming to an end, as my role is at risk of redundancy”.
Katrin McDonald, who has spent the past 15 years in Endura’s communications department, said that she is facing redundancy and will be departing the company in April.
The news that Endura will be leaving its longstanding Livingston base – and Scotland entirely – was also confirmed by the brand’s social media head Martin Steele, another staff member with 15 years of experience at the company.
“With Endura leaving Scotland, it’s time for me to leave Endura and take the next step in my career. I’ll be with the team for the next few months, so I’m officially looking for new opportunities from April onwards,” Steele posted on LinkedIn.
Following these posts, Endura’s company Pentland Brands issued a statement to road.cc on Thursday afternoon confirming that a consultation process is currently taking place concerning redundancies, and that any remaining employees will work at the company’s new hub in Farringdon, north London.
Established in 1993 and known for its cycling kit and helmets, Endura was bought over by the Pentland Group, the majority shareholder of JD Sports and owner of brands such as Speedo, Mitre, Berghaus, and Canterbury, in 2018.
According to Pentland, both Endura and outdoor clothing and equipment retailer Berghaus are set to 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 both brands,” Pentland added, claiming that the upcoming changes to the brand’s marketing, product, and finance departments will “strengthen” their “brand capabilities” and support continued international growth.
“As part of this evolution, Pentland Brands has begun consultation with a number of employees across its UK offices, with some roles proposed to relocate to its new London Hub in Farringdon,” the parent company continued.
“The Hub brings creative, brand, digital, and commercial expertise closer together, enabling greater collaboration and agility in brand building.”
Chirag Patel, CEO of Pentland Brands, said in a statement: “We know these proposals will be difficult for some of our colleagues, and we’re committed to supporting everyone through this period. At the same time, these changes are about investing in the long-term success of our brands.
“Building the right capabilities, in the right places, to strengthen our competitiveness and continue our growth internationally. Both Berghaus and Endura are performing well, with Berghaus expanding globally and Endura returning to growth after a challenging period for the cycling category.”
This upheaval within Endura comes just three months after the brand revealed that that it had suffered a £4,724,000 loss after tax in the 12 months leading up to February 2025. That marked Endura’s second consecutive year in the red, following the huge £13,840,000 loss recorded between January 2023 and February 2024.
This run of losses followed a period of successive profits at the start of the 2020s, including £759,000 at the end of 2022 and £2.5m during the height of the Covid-19 pandemic.
The company’s net assets have also tumbled during that period from £16.685m at the end of 2022 to just £1.879m in 2025, even dropping from the £2.845m reported in 2024.
According to Andrew Long, the brand’s company director, Endura’s second loss in succession was due to a “continuation from prior years of challenging market conditions within the UK and cycling industry as a whole”.
Nevertheless, parent company Pentland Group insisted in the annual report that they were confident that the Scottish brand “will have sufficient funds to continue to meet its liabilities” for the next 12 months.
Following the company’s £14m loss in 2024, Endura director Long said a “large reduction in sales”, particularly in the UK, had contributed to the company’s sudden downturn after years of success.
“Cycle related products remain the focus for Endura,” Long said at the time. “And we believe in the underlying benefits of cycling for transport, sport, and recreation, and have confidence that the merits of cycling will ensure that the global market for such products will remain robust long into the future.”
“We know that during the pandemic, many people bought their cycling kit and it’s taken a while for the wider market to catch up,” Endura’s senior vice president Noah Bernard also said, emphasising that the Scottish company remained “positive” for the future.
“Pentland Brands operates a portfolio of brands in a number of categories, and is committed to Endura and the exciting growth plans we have in key markets around the world like the US, UK and Germany.
“We’re also doubling down on mountain biking and gravel – which lie at the heart of the dirt lifestyle we are notorious for.”
14 thoughts on “Multiple redundancies confirmed at Endura, as troubled cycling apparel brand set to leave Scotland for London”
I feel bad for the low level
I feel bad for the low level employees, but as for the company after that stunt ad frankly good effing riddance. Hopefully they go under entirely so the people in charge feel some of the sting.
Nothing seamed to have
Nothing seamed to have changed after the ‘shot across the bow’ loss from last year. Any CEO would have laid down ground up reform to save the com;pany, but nothing was visible. Same tired website. I am a lover of the MT500 kit but that is it. Daft helmets and terrible marketing to the 200 Scottish MTBers and not the one million English customers, put hertige before sales.
Freddy56 wrote:
I’m sad to see another British brand struggling—particularly one that offers good quality products for reasonable prices. However, I agree entirely with your sentiment about the website.
We live in an internet shopping age, and Endura’s current website does it no favours.
Freddy56 wrote:
Good pun
I really like Endura stuff,
I really like Endura stuff, it fits my oddly proportioned lump rather well, and is sensibly priced. But it’s a very cluttered market, and they’re a bit of an invisible brand. Hopefully they can turn things around.
None of my Endura kit has
None of my Endura kit has ever let me down. I still have a pair of Edinburgh Co-op trousers (made for them by Endura), going strong after around 30 years! When I had cause to communicate with them directly over an order, they were very helpful.
I’ve been happy to support a Scottish company (albeit one now owned by an English company with a Scottish name??) but abandoning their home is very disappointing.
(For the record, I do support UK companies not originating from Scotland ?).
I couldn’t give a monkey’s
I couldn’t give a monkey’s about whether it’s Scottish in England, or Welsh in NI, or whatever. It’s all British/UK to me.
Endura helmet, ? it’d have
Endura helmet, ? it’d have better if the wheel and strap to tighten it had not broken after a short time, consequence ? Guess ….
Shame – I like some of their
Shame – I like some of their trousers and shorts.
I have bought some Enduro
I have bought some Enduro stuff online. The sizing of the clothes, especially the shorts is appalling. Everything is too small but when you buy a bigger size it may fit around the waist but everywhere else it is massive. It’s also not cheap considering it’s all made in China. I therefore have voted with my feet and now but Altura. On a separate note I asked several times what the product was made of as when you added up all the “ingredients” the total was 500%. They couldn’t even clarify why all the clothes “ingredients ” added up to more than 100%.
“..though he later deleted
“..though he later deleted that section of his statement.”
Perhaps do him the favour of deleting it here too?
Yet another successful
Yet another successful cycling brand gets acquired by a general-investment firm and goes into red. I wonder if the same happens in other “hobby industries”.
I found this article hard to
I found this article hard to read given how serious the situation is. I don’t care about the silly helmet or no helmet discussions that are brought up. People’s livelihoods are at risk, and calling out individual employees by name doesn’t really seem to help anyone, definitely not them. The piece leans heavily on personal LinkedIn posts and Pentland Brands press releases, which makes me wonder how balanced this info really is. I’d genuinely like to know whether people were asked before being quoted here, who the Pentland people are (and how connected they are to cycling) who comment on this, and whether any perspectives outside the corporate line were considered.
With a topic like this, it feels important to dig a bit deeper: check facts, speak to people, and look at what other outlets (including competitors who’ve covered Endura for years) have reported. There’s clearly more context out there than what you get from sources written mainly to shape public perception.
For example, a quick Google search shows Endura’s HQ listed in Edinburgh in a co-working space, not Livingston. The same search suggests the Livingston site and its equipment were sold off some time ago. That would imply there’s already no warehouse, no manufacturing, and very few staff left, which raises questions about the timing of this article and about how “Scottish” Endura really still is. It also gives a different perspective on the financial figures being quoted, making this look more like a slow, drawn-out process than a sudden shock.
I’ve used Endura products for almost 20 years and have been to several events they supported, and honestly it feels like a real shame to see what’s happening to the brand. Back in the day, the staff at events were knowledgeable, passionate about cycling, and properly engaged with the community. Some of the kit I bought back then is still going strong 10 years later, even if other pieces didn’t last as well. Overall, it used to feel like a brand that genuinely understood riders.
Lately though, the brand feels very different. The recent product just don’t land for me and it’s not just me getting older, even my son in his 20s wouldn’t be caught dead in most of it. I had great experiences with their repairs team, who more than once fixed my shorts after a crash. More recent dealings with customer service have been disappointing though. It looks like support is now outsourced to The Hut Group (based on the English address on the contact page), which might explain the shift. That feels like relevant background when talking about where the brand is today and what it is giving up really.
What I really felt was missing from the article was any proper look at the bigger picture: what this means for the people affected, for the future of the brand, and for the cycling industry more broadly. It’s hard to ignore the fact that another British production facility is disappearing, even though the parent company is reportedly doing very well financially (figures like £500m profit in 2025 are being mentioned) and clearly benefited from the COVID cycling boom. Endura’s loss does not look that huge now… The idea that the brand’s roots, and its design and manufacturing knowledge is not important and can just get stripped out to build a London-centric hub feels like a very sad ending for a brand that once supported one of the biggest Tour de France teams.
It also feels like there are bigger questions here: why is it so easy for investors to walk away from brands like this? Is the cycling industry really in such a bad shape or is this just a blanket reason to cut costs. And what does this mean for other brands? Berghaus sound like they might be on a similar path? “Two birds, one stone” comes to mind.
I think this topic deserves more care and more depth. Simply repeating press releases and copying LinkedIn comments (is this still journalism?) doesn’t feel like enough, especially when there are clearly lots of unanswered questions, not just around Endura, but around the wider industry too, especially with news of cutbacks at brands like Rapha as well. Maybe one day?
I have a few items of Endura
I have a few items of Endura clothing and they are good. The MTB shorts are excellent quality.
As a Scot, I was pleased to see the firm doing well and thought it was a pity when profits plunged.
I was in an ad for the brand a couple of years back. It didn’t seem to help sales.