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Published
May 10, 2022
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Brand director is new Endura leader as founder and director step back

Published
May 10, 2022

Pentland Brands-owned cycling apparel producer Endura has a new leader. Noah Bernard has been appointed brand director and takes control after founder Jim McFarlane and director Pamela Barclay step back from the day-to-day management of the business.


Endura


Bernard, who will be based at the Endura HQ in Livingston, Scotland, will join Endura this month and will work closely with McFarlane and Barclay before they take up non-executive roles.
 
Bernard, who will report to Pentland Brands' chief marketing officer Penny Herriman, will be responsible for growing the brand “by continuing to create market-disrupting innovations”.

He joins with a strong CV having spent over 25 years within the sports and footwear industry, working in sales, product and marketing for Nike, Puma, Adidas, Clifbar, Pearl Izumi and Samsung.
 
Chirag Patel, CEO of Pentland Brands, said: “It’s been fantastic working with Jim and Pam over the past four years. Their passion for the brand and the way they continually challenge and disrupt the industry inspires everyone around them, so I’m thrilled they’ve agreed to remain with the business on a non-executive basis. 
 
“I’m also delighted to welcome Noah to the Pentland and Endura family and I’m looking forward to seeing where we can take this incredible brand next.”
 
McFarlane added: “Knowing how capable the team at Endura is, it feels like the natural time to hand the reins to someone with new energy and a fresh perspective. Noah has a ton of product and marketing expertise and we’re hugely confident that Endura will continue to progress and be taken to ground-breaking places under his guidance.”
 
McFarlane founded Endura 30 years ago and has managed the brand together with Barclay for the past 15 years. In 2018, they sold Endura to Peatland Brands but stayed on to manage the business.
 
Since the acquisition, annual revenues at Endura “have doubled”. In March, it launched its first footwear range, making Endura a head-to-toe cycle apparel brand.

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