Who bought American Golf and from whom?

Peter Jones, known from Dragons’ Den, acquired American Golf from private equity owner Endless. The retailer has more than 80 stores and is based in Warrington. The deal keeps the chain intact and sets up an investment plan focused on digital growth and better profitability after consecutive annual losses.

What is the strategy behind the acquisition?

The plan is to grow e-commerce while improving store productivity. Expect focus on on-site merchandising, click and collect, faster delivery, and data-driven marketing. If successful, omnichannel sales can lift inventory turns, protect margins, and reduce reliance on heavy discounting, which is vital after recent loss-making years.

How could this affect Garmin and Nike?

A stronger American Golf could support sell-through of golf tech, footwear, and apparel. Watch Garmin’s UK commentary after its 18 February 2026 results and Nike’s updates on 19 March 2026. Better omnichannel execution at the retailer may translate into steadier wholesale orders and healthier inventory flow for suppliers.

What should UK investors monitor next?

Track early proof points: website traffic, conversion rates, delivery times, click and collect uptake, and promotion levels. Also watch supplier comments about UK demand and inventory quality. Consistent improvement across these metrics would indicate the Peter Jones American Golf turnaround is gaining traction.

Is this a sign of more UK retail M&A?

It may be. Investors are showing interest in specialist chains with loyal customers and service propositions. If the American Golf plan delivers, peers could attract capital too. The read-across is constructive for suppliers, as better-run retailers tend to place steadier orders and plan inventory more efficiently.

Global Market Insights

Peter Jones Buys American Golf, Plans E-com Push — February 06

ByDanny Kontos February 6, 2026February 6, 2026

Peter Jones American Golf deal is complete, with the Dragons’ Den star buying the 80-plus store chain from Endless and targeting stronger e-commerce. The move follows consecutive annual losses and puts UK specialist retail back on investor agendas. It could influence sell-through for golf wearables and apparel brands carried by the retailer. We break down what the American Golf acquisition means for demand, margins, and how it may read across to Garmin (GRMN) and Nike (NKE).