Dragons' Den Investor Peter Jones Set to Acquire American Golf Retailer
Peter Jones, the renowned entrepreneur and longest-serving judge on BBC's Dragons' Den, is on the verge of adding another major business to his diverse portfolio. Sky News has learned that Jones is in advanced discussions to purchase American Golf, one of Britain's largest specialist golf retailers, from its current owner, the private equity firm Endless.
Advanced Negotiations for Retail Chain Acquisition
The potential deal, which could be finalised as early as this week, represents a significant move for Jones, who is an avid amateur golfer with a handicap of eight. American Golf operates approximately 80 stores across the UK and employs several hundred staff, selling premium products from leading brands like Garmin and TaylorMade. Endless rescued the chain in 2018 and has since been exploring a sale, having appointed corporate financiers Alvarez & Marsal to manage the process last summer.
Jones's Business Strategy and Golf Passion
Peter Jones is no stranger to high-profile acquisitions, having previously bought camera retailer Jessops in 2013. His current investments include Localised, an e-commerce platform for consumer brands, and Levi Roots, founder of the Reggae Reggae Sauce brand. Industry sources indicate that Jones is particularly keen to enhance American Golf's online presence and boost its digital sales, aligning with his expertise in retail and technology.
Jones, who regularly participates in prestigious golf events like the Alfred Dunhill Championship, has expressed interest in acquiring American Golf for several months. His charitable foundation, which has raised tens of millions to support youth enterprise, underscores his commitment to business development and community impact.
Background of American Golf and Previous Ownership
American Golf has changed hands multiple times in recent years. Prior to Endless's ownership, it was held by Sun European Partners, which acquired it from LDC, the private equity arm of Lloyds Banking Group. The chain's resilience and market position have made it an attractive target for investors like Jones, who see potential for growth in the competitive golf retail sector.
As negotiations continue, the exact value of the deal remains undisclosed. Representatives for Peter Jones, Endless, and Alvarez & Marsal have all declined to comment on the ongoing talks, maintaining confidentiality around the potential transaction.
