A beloved Scottish cycling brand is packing up and leaving, putting jobs at risk and sparking a wave of uncertainty. Endura, a staple in the cycling community for its high-quality kits and helmets, is relocating to England, leaving its long-standing roots in Scotland behind. But here's where it gets controversial: while the move is framed as a strategic shift to streamline operations and boost international growth, employees are left grappling with redundancy and an uncertain future. Is this a necessary step for survival in a competitive market, or a betrayal of the brand's Scottish heritage?
Staff at Endura’s Livingston base have taken to social media to express their concerns, hinting at “big changes” and a “total relocation” that will significantly reduce the workforce. Pete Newton, the brand’s design lead, shared his bittersweet departure on LinkedIn, stating, “Big changes ahead for Endura next year with a total relocation of the brand… I’ve confirmed my leaving date at the beginning of April.” Newton, who has been with the company for seven years, cited unworkable options as the reason for his exit. Similarly, Peter Dunn, a product manager, and Katrin McDonald, a 15-year veteran of the communications department, both confirmed their roles are at risk of redundancy. Martin Steele, the brand’s social media head, also announced his departure, signaling the end of an era for many long-serving employees.
And this is the part most people miss: Endura’s parent company, Pentland Brands, insists this move is about strengthening the brand’s capabilities and accelerating innovation. According to Pentland, both Endura and its sister brand Berghaus are transitioning to a more streamlined product process, aiming to deliver cutting-edge products faster and more efficiently. They also plan to expand marketing efforts in key international markets, building on recent growth. But at what cost? While Pentland promises to support affected employees, the human impact of these changes cannot be overlooked.
Chirag Patel, CEO of Pentland Brands, acknowledged the difficulty of the situation, stating, “We know these proposals will be difficult for some of our colleagues, and we’re committed to supporting everyone through this period.” Yet, he emphasized that the changes are an investment in the long-term success of the brands, positioning them for continued international growth. But is this enough to justify the upheaval for Endura’s Scottish workforce?
As the consultation process unfolds, questions linger. Will the relocation truly enhance Endura’s competitiveness, or will it alienate loyal customers and employees? And what does this mean for Scotland’s cycling industry? We want to hear from you—do you think this move is a bold step forward or a misstep? Share your thoughts in the comments below and let’s spark a conversation about the future of brands like Endura in an ever-evolving market.
