Pentland Brands recently published its first annual Positive Business Report, in which the company outlined the commitments and actions of its brands for the planet and society. The report covered the progress made during the period from January to December 2019, as well as the plans for 2020 and beyond. Previously, all the company’s CSR activities were recorded in the annual Pentland Group Corporate Responsibility Review.
Pentland Brands, a division of Pentland Group, owns Speedo, Berghaus, Canterbury of New Zealand, Endura, Ellesse, SeaVees, Red Or Dead and Mitre. Furthermore, it is the U.K. licensee for Kickers and has a joint venture partnership for Lacoste footwear. “Positive business” refers to the need for the company to accelerate its approach to taking action for people and the planet, in accordance with a rapidly changing consumer world and the climate emergency, explained the report. In a press release on Dec. 7, 2020, the company has now summarized the actions that its brands have taken this year to help deliver on the commitments that were described in the Positive Business Report.
In 2020, Speedo has unveiled its Made For Everyone campaign in Australia, highlighting the inclusivity of the range worn by swimmers across the world for over 90 years. In the U.K., Speedo has joined forces with the Black Swimming Association to help overcome the barriers faced by BAME (Black, Asian and Minority Ethnic) communities around swimming and water safety. The Speedo North America team has donated 2,000 goggles to U.S. hospital partners via Swim Across America, while Speedo U.K. has donated 2,500 goggles to Shield for the charities that support U.K. frontline workers.
Kickers has been addressing the issue of prejudices around ethnicity in the U.K. through its partnership with Show Racism the Red Card, the British anti-racism education charity. This collaboration is part of Kickers’ Change Starts Here platform, which sees the brand partner with organizations that work to improve diversity and inclusion, education and environmental impact.
During the global pandemic, employees of Endura have produced medical gowns for National Health Service (NHS) Scotland.
In the area of product sustainability, Canterbury launched in October the official British & Irish Lions jersey for the 2021 tour, made up of 100 percent polyester, which is described by the company as the Lions’ most sustainable jersey.
Berghaus has teamed up with Dirtbags on “Rehaused By Dirtbags,” a collaboration to give Berghaus products that are no longer usable a second life. The products’ materials are upcycled into climbing kit. And where Pentland Brands is unable to transform its brand’s products into something new, it donates them to In Kind Direct, which distributes them to charities in the U.K. Pentland Brands has donated 6,500 products from across its brand portfolio so far this year.
Further details on Pentland Brands’ CSR actions and commitments can be found in the full 80-page Positive Business Report. In addition, since this report was written prior to the impact of Covid-19, more recent information on what Pentland Brands have done in relation to this health crisis can be found in the specific COVID-19 corporate responsibility update from Pentland Brands.