American Golf acquired by Dragons’ Den star’s investment group
American Golf has been acquired by an investment group owned by Dragons’ Den star Peter Jones CBE.
The retailer has been acquired from Endless, a private equity group which has owned American Golf since a rescue deal in 2018.
Last summer, corporate financiers from Alvarez & Marshal were appointed to handle a sale of the golfing retailer, which operates around 80 stores.
Jones – a keen golfer himself – currently owns a portfolio that includes camera retailer Jessops, ecommerce platform Localised, and Reggae Reggae Sauce owner Levi Roots.
Peter Jones CBE said: “Golf is a personal passion of mine, so acquiring American Golf feels especially meaningful. It’s a brand that truly understands golfers — from beginners to seasoned players — and has played an important role in the golf community for decades.
“From an investment perspective, American Golf has the opportunity to become a global market-leading retailer because it has an extremely strong brand and a very loyal customer base. It aligns perfectly with our investment strategy of backing established businesses that have clear long-term growth potential, and I see a significant opportunity to invest in the brand, the customer experience and the way the business evolves to meet the needs of modern golfers. I’m excited to help build on its heritage and shape a strong, sustainable future for American Golf.”
Nigel Oddy, CEO of American Golf, added: “Joining forces with Peter Jones and his investment group marks an exciting new chapter for American Golf. It will enable us to accelerate our growth strategy and further our ambition of becoming the ultimate one-stop destination for everything a golfer requires. This next chapter is going to be a very exciting one”