Pentland Brands has released a new report in which it outlines its new three-pillar “Positive Business” strategy. It is based on:

  1. building purpose-led brands;
  2. reducing its environmental footprint; and
  3. promoting circularity and collaboration.

Pentland Brands owns Speedo, Berghaus, Canterbury of New Zealand, Endura, Mitre, Ellesse, SeaVees, Kangaroos and Red or Dead. The company is also the licensee for Kickers in the U.K., and has a joint venture partnership for Lacoste Chaussures.

The first pillar of “building purpose-led brands” consists in a targeted approach to sustainability to make tangible improvements across the business, with brands leading the way in maximizing a positive impact, says the report. Recent achievements in this area include, for example, Speedo’s renewal in 2019 of its sponsorship of Team GB at the Invictus Games, the international adaptive multi-sport event created by Prince Harry, Duke of Sussex, for injured or sick armed services personnel and veterans.

The second pillar of “reducing its environmental footprint” focuses on both operating sustainably and making a positive impact on the world and the communities in which the company operates. In 2019, Pentland Brands progressed to the level of “achiever” with the Ethical Trading Initiative (ETI), strengthening its approach to ethical trade, among other achievements.

The third pillar of “promoting circularity and collaboration” focuses on making a bigger impact by embedding circular processes into the company’s operations. Pentland’s brands already package all products purchased via their websites in boxes made from 80 percent post-consumer waste, rather than plastic shipping bags. The company also continues to support the United Nations Sustainable Development Goals (SDGs), which underpin its Positive Business strategy as a whole.

The full report is available for download here.