Europe's largest golf retailer American Golf acquired by British entrepreneur for £135 million annual revenue
Recently, Europe's largest golf retailer American Golf was acquired by a well-known entrepreneur Peter Jones's investment group from private equity firm Endless LLP. Specific terms were not disclosed.
Founded in 1978 and headquartered in Warrington, UK, American Golf operates 88 stores in the UK and Ireland with over a thousand employees, selling products from golf brands such as TaylorMade and adidas Golf, with annual revenue of £135 million.
American Golf's ownership has changed hands multiple times: In 2013, investment firm Sun European Partners acquired American Golf from LDC, the private equity arm of Lloyds Banking Group. At that time, the Manchester Evening News reported that American Golf's total sales in 2011 increased by 20% year-on-year to £86.6 million; in 2018, American Golf was acquired by Endless LLP.
Above: Brand portfolio sold by American Golf
In the summer of 2025, Sky News reported that Endless LLP had commissioned the financing team of Alvarez & Marsal to handle the sale of American Golf.
Industry sources say that Peter Jones expressed interest in acquiring the company several months ago and will focus on driving its online business and sales growth.
Peter Jones said: "From an investment perspective, with its highly influential brand value and highly loyal customer base, American Golf has the potential to develop into a global market-leading retailer."
Peter Jones is known for being a judge and potential investor on the BBC business investment show Dragons' Den. His investment group currently holds stakes in more than 30 different companies, including consumer brand e-commerce platform Localised and fashion retailer Hope & Ivy. He is also an avid golf enthusiast.
Above: Part of Peter Jones's investment portfolio
｜Source: Official press release, Manchester Evening News, Sky News
｜Image source: American Golf official website, LinkedIn, Peter Jones personal website