Endura Ltd was founded in Edinburgh, Scotland in 1992 by a keen club cyclist (Jim McFarlane) after his return to Scotland from a 14 month stay in Sydney. Whilst living in Australia Jim had been entering the cycle portion of team triathlon events and, at one such event, had his kit stolen causing him to have to browse for a complete set of replacement kit. After a great deal of disappointment as to what was on offer he decided that upon his return to Scotland he would attempt to produce cycle clothing that was focussed on function and longevity without cutting corners on material and construction and this is the enduring ethos that still permeates throughout Endura today.
The company initially worked with quality garment factories in central Scotland to provide cycle clothing however it quickly became apparent that general purpose garment factories lacked the specialist knowledge and equipment to manufacture performance cycle clothing and so Endura began manufacturing all of its own clothing in 1993 and has increased its in-house manufacturing of technical cycle clothing year on year right up to the present time.
Endura’s first offering was its MT500 range of shorts, tights and jerseys which were launched into the market at the time when mountain biking was growing rapidly in popularity. The range was an instant success and established the brand almost overnight as the choice of clothing for the new breed of mountain bikers in the UK.
Since then Endura has grown to become the largest brand of cycle clothing in the UK and now has established or pending distributors around Europe, Scandinavia, Russia, South Africa, Australia, Canada, and the Far East with a range that spans MTB, road and commuter clothing.
In the USA, Endura products are distrbuted by Endura Inc, based in Indianapolis.
In its history, the company has won many magazine product awards along with various industry awards including Eurobike Design Awards for clothing.