Peter Jones has added the American Golf chain to his growing business empire, securing the UK’s largest golf retailer. A deal that opens a new chapter for the loss-making brand.
The Dragons’ Den investor, an avid golfer who reportedly plays to an eight handicap, has agreed to acquire American Golf from private equity group Endless, which has owned the company since 2018. Financial terms of the deal were not disclosed.
Founded in 1978, American Golf operates more than 80 stores across the UK and employs over 1,000 people. The retailer sells clubs, equipment, clothing and footwear from leading brands such as TaylorMade, Callaway, Titleist and Nike and has annual sales of around £135 million.
Despite its size, the company has struggled to return to profitability, posting losses of £5m last year, following a loss of £5.5m the previous year. Jones is understood to see significant potential in strengthening the chain’s digital and online offerings as part of a broader turnaround strategy.
Jones, whose portfolio includes camera chain Jessops, said the acquisition was both personally and commercially attractive. “Golf has always been one of my personal passions, so acquiring American Golf is particularly meaningful to me,” he said. “It is a brand that truly understands golfers, from beginners to experienced players, and has played an important role in the British golf community for decades.”
American Golf CEO Nigel Oddy said the deal would support the company’s long-term growth ambitions. “Joining forces with Peter Jones marks an exciting new chapter for American Golf,” he said. “It will allow us to further accelerate our growth strategy and advance our goal of becoming the ultimate one-stop destination for everything a golfer needs.”
Oddy also thanked Endless for its support over the past eight years as the private equity firm invested in modernizing stores and supporting the brand in a challenging retail environment.
David Isaacs, managing director of Endless, said: “We are incredibly proud of American Golf’s development during our ownership and that under Peter’s leadership the company is going from strength to strength with a clear path for future growth.”
The deal underscores Jones’ continued interest in well-known but underperforming consumer brands, particularly those with strong communities and opportunities to scale online.
