Peter Jones has added the American Golf chain to his growing business empire, snapping up the UK’s largest golf retailer in a deal that marks a new chapter for the loss-making brand.
The Dragons’ Den investor, a keen golfer who is said to play off a handicap of eight, has agreed to acquire American Golf from private equity group Endless, which has owned the business since 2018. Financial terms of the deal have not been disclosed.
Founded in 1978, American Golf operates more than 80 stores across the UK and employs over 1,000 staff. The retailer sells clubs, equipment, clothing and footwear from leading brands including TaylorMade, Callaway, Titleist and Nike, and generates annual revenues of around £135 million.
Despite its scale, the business has struggled to return to profitability, posting losses of £5 million last year following a £5.5 million loss the previous year. Jones is understood to see significant potential in strengthening the chain’s digital and online offering as part of a wider turnaround strategy.
Jones, whose portfolio also includes the Jessops camera chain, said the acquisition had personal as well as commercial appeal. “Golf has always been a personal passion of mine, so acquiring American Golf feels especially meaningful,” he said. “It’s a brand that truly understands golfers, from beginners to seasoned players, and has played an important role in the UK golf community for decades.”
American Golf’s chief executive, 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 enable us to continue to accelerate our growth strategy and further our ambition of becoming the ultimate one-stop destination for everything a golfer requires.”
Oddy also thanked Endless for its backing over the past eight years, during which time the private equity firm invested in modernising stores and supporting the brand through a challenging retail environment.
David Isaacs, managing director at Endless, said: “We are incredibly proud of American Golf’s evolution during our ownership and to see it go from strength to strength with a clear trajectory for future growth under Peter’s stewardship.”
The deal underscores Jones’s continued appetite for well-known but underperforming consumer brands, particularly those with strong communities and opportunities to scale online.
