Dragons’ Den personality Peter Jones has expanded his business portfolio by acquiring the American Golf chain. Jones, an avid golfer with a handicap of eight, has struck a deal to purchase the struggling retailer from private equity firm Endless, which operates over 80 branches.
This acquisition adds to Jones’ diverse business interests, including Jessops camera chain acquired in 2013 and investments in brands like Levi Roots’ Reggae Reggae Sauce. As the sole remaining original Dragons’ Den judge since the show’s inception in 2005 on BBC, Jones continues to make strategic business moves.
American Golf, the leading specialist golf retailer in the UK and Ireland with an annual turnover close to £135 million, faced financial challenges as revealed in the recently published accounts. The company reported a nearly £5 million loss for the year ending January 2025, primarily due to one-off costs related to store closures, leases, and redundancies. Excluding these exceptional expenses, the business recorded a profit of £2.2 million.
Despite a decline in golf participation levels in 2024, American Golf experienced an upturn in the latter part of the year, attributed to improved weather conditions and robust gifting sales leading up to Christmas. The retailer, which employs over 1,000 staff and operates both physical stores and an online platform, was acquired by Endless in 2018.
Expressing his enthusiasm for the acquisition, Jones stated, “Golf has always been a personal passion of mine, so acquiring American Golf feels especially meaningful. It’s a brand that truly understands golfers at all levels and has been a significant part of the UK golf community for decades.”
Nigel Oddy, the chief executive of American Golf, shared his excitement about the partnership with Jones’ Investment Group, marking a new chapter for the company’s growth strategy. Oddy expressed gratitude towards Endless for their support and investment over the past eight years, paving the way for future development.
Rumors of the deal were initially disclosed by Sky News, highlighting the significance of this strategic move in the retail sector.