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.
Endura Project Heid (credit: Endura)
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.”
Endura helmet campaign (credit: Endura)
“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.”