Dragons’ Den star Peter Jones provides American Golf chain to enterprise empire

Dragons’ Den star Peter Jones has snapped up the American Golf chain.

The entrepreneur, a keen golfer said to play off a handicap of eight, agreed to buy the loss-making retailer from private equity group Endless, which has owned it since 2018.

Set up in 1978, the chain is the UK’s largest golf retailer with 80-plus stores and more than 1,000 staff selling clubs, equipment, clothing and shoes from brands including Taylor Made, Callaway, Titleist and Nike.

The company has an annual turnover of £135m but made losses of £5m last year following a loss of £5.5m over the previous 12 months.

Dragons’ Den star Peter Jones with golfing legend Tiger Woods

Jones, whose business empire also includes the Jessops camera chain, said: ‘Golf has always been 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 UK golf community for decades.’

Jones, a regular at the Alfred Dunhill Championship pro-am tournament, is understood to be keen to expand American Golf’s online business.

American Golf chief executive Nigel Oddy added: ‘Joining forces with Peter Jones marks an exciting new chapter for American Golf. 

‘It will enable us to continue to accelerate our growth strategy, and further our ambition of becoming the ultimate one-stop destination for everything a golfer requires. 

‘At the same time, I would like to thank Endless for their support, custodianship and investment over the past eight years.’

David Isaacs, managing director at Endless , said: ‘We are incredibly proud of American Golf’s evolution over the past eight years and to see it go from strength to strength with a clear trajectory for future growth.’