Entrepreneur and Dragons’ Den judge Peter Jones is in advanced talks to acquire American Golf, one of the UK’s largest specialist golf retailers, eight years after the business was rescued by private equity firm Endless.
Jones is understood to be close to adding the retailer to his growing portfolio of British businesses, with discussions progressing over a potential deal to buy American Golf from its long-standing owner.
A keen golfer who reportedly plays off a handicap of eight, Jones has invested in a range of consumer-facing companies, including Jessops, which he bought in 2013.
His current interests include e-commerce platform Localised and Levi Roots, founder of the Reggae Reggae Sauce brand.
According to Sky News, industry sources say Jones is particularly interested in expanding American Golf’s online presence and boosting digital sales. He has also been a regular participant in the Alfred Dunhill Championship.
American Golf operates from around 80 stores across the UK and has been owned by Endless since a rescue deal in 2018. Last summer, advisers from Alvarez & Marsal were appointed to explore a sale, with one source suggesting an announcement could come as soon as this week.
The value of the potential deal has not been disclosed. Jones is understood to have expressed interest in acquiring the business several months ago.
Through his charitable foundation, Jones has raised tens of millions of pounds to support enterprise opportunities for young people. He is also the only original Dragons’ Den judge to have remained on the BBC programme since its launch in 2005.
American Golf was previously owned by Sun European Partners, which acquired the chain from LDC, the private equity arm of Lloyds Banking Group.
