Digital Shelf Assessment
Pentland Brands
Portfolio Intelligence
Portfolio Intelligence
Amazon UK & EU Marketplace Analysis
CONFIDENTIAL
Portfolio
Brands
6
Across swimming, outdoor, rugby, footwear, sport & cycling
Markets Tracked
9
UK, US, DE, FR, ES, IT, CA, JP, MX
Avg. Amazon Buy Box
76.6%
Portfolio-weighted average
OOS + Suppressed
9.0%
Revenue at risk across portfolio
Avg YoY Growth
+34.6%
Average across all brands
Total UK+US Revenue
$130M+
Combined Speedo US ($86.4M) + UK portfolio (~£50M)
01
Portfolio Revenue Ownership
Revenue ownership across your Amazon UK listings — broken down by Buy Box holder, suppressed listings, and out-of-stock exposure. Each bar shows the percentage of revenue attributed to that seller or status.
Amazon (1P)
Named Seller
Named Seller
Other Sellers
Suppressed Buy Box
Out of Stock
Berghaus
Amazon
65.4%
Out of Stock
7.1%
Suppressed BuyBox
7.2%
Blacks
8.9%
Gaynor Sports LTD
6.7%
Canterbury
Amazon
70.5%
Out of Stock
6.5%
Suppressed BuyBox
5.9%
AllsportsSuperstore
10.9%
Rugby Heaven
3.9%
Kickers
Amazon
88.2%
Out of Stock
1.4%
Suppressed BuyBox
2.8%
Shuperb
1.9%
SOLETRADER
1.6%
Mitre
Amazon
83.5%
Out of Stock
3.6%
Suppressed BuyBox
3.8%
Sports N Outdoor
2.5%
AllsportsSuperstore
2.4%
Endura
Amazon
70.4%
Out of Stock
3.9%
Suppressed BuyBox
6.0%
TradeINN
10.3%
Leisure Lakes Bikes
9.5%
Speedo
Amazon
81.8%
Out of Stock
2.1%
Suppressed BuyBox
3.4%
AllsportsSuperstore
2.0%
Aqua Swim Supplies
1.6%
02
Brand-Level Findings
Each brand presents a distinct opportunity profile. Primary growth lever identified per brand based on current marketplace performance and seller landscape analysis.
Berghaus
AVAILABILITY + PRICE
7.8 avg sellers
7.2% suppressed
7.1% OOS
+37.5% YoY
Highest seller fragmentation in the portfolio. Blacks and Gaynor Sports combined hold 15.6% of Buy Box — likely wholesale customers competing on-platform. Growing strongly despite structural headwinds.
EU: DE €1.45M | Growing across all markets
Canterbury
AVAILABILITY + PRICE
5.1 avg sellers
5.9% suppressed
6.5% OOS
+27.0% YoY
Highest pain point count in portfolio (8 flags). Seasonal rugby brand with 6.5% OOS — missing Six Nations and Autumn International demand peaks. AllsportsSuperstore holds 10.9% Buy Box.
EU: DE +224% | FR +97% | ES +60% growth
Kickers
TRAFFIC + CONVERSION
4.1 avg sellers
2.8% suppressed
1.4% OOS
-0.9% YoY
Best SKU economics in the portfolio. Cleanest Buy Box (Amazon 88.2%). Stagnating despite 104K reviews — the opportunity is content optimisation and non-branded traffic, not distribution.
EU: France €1.32M (+52.6%) — heritage market
Mitre
CONVERSION
4.4 avg sellers
3.8% suppressed
3.6% OOS
+49.5% YoY
Growing nearly 50% YoY despite “Assortment NOT Ecommerce Optimized” flag — the catalogue isn't structured for marketplace discoverability. Content optimisation opportunity.
Note: Primarily UK. US $1.1M (+164%)
Endura
TRAFFIC + AVAILABILITY
3.3 avg sellers
6.0% suppressed
3.9% OOS
+49.8% YoY
€1.04M EU region
Clean seller environment with strong growth across every market (UK +49.8%, IT +241%, FR +41.9%). TradeINN and Leisure Lakes hold ~20% combined Buy Box share. EU markets individually small but aggregated present a meaningful international expansion opportunity — well-suited for a controlled market entry programme.
Speedo
AVAILABILITY + BUYBOX
8.4 avg sellers
3.4% suppressed
2.1% OOS
+44.6% YoY
£17.2M UK revenue
$86.4M US revenue
The portfolio's flagship brand and largest revenue driver. $86.4M US, £17.2M UK across 9 markets. Strong Amazon 1P ownership (81.8% UK, 87.4% US) but high seller counts (8.4 weighted UK, 4.4 US) signal 3P leakage. Swimming Goggles (53.2% UK rev potential) and Women's One-Piece Swimsuits (7.4%) are primary categories. Pain points include instability, poor ratings, poor retail readiness, and poor paid ad strategy. EU markets growing strongly: DE +51.6%, ES +80.1%, IT +84.2%, FR +33.1%. Japan (¥2.5B) and Mexico represent meaningful international expansion opportunities.
Portfolio Insight
Six brands, three distinct opportunity profiles. Speedo is the portfolio flagship — $86.4M US and £17.2M UK with strong 1P ownership but 3P seller leakage across 9 markets. Berghaus and Canterbury represent the highest opportunity in Buy Box control and availability. Kickers and Mitre are traffic and conversion plays — the demand is there, the digital shelf isn't optimised to capture it. Endura offers a clean, high-growth environment for controlled international expansion.
03
The Ecommerce Equation
Every marketplace lever connects to one formula. Pattern's technology stack is purpose-built to accelerate each variable — with aligned incentives. We purchase inventory and sell as the seller of record. We only grow when you grow.
Revenue = Traffic × Conversion × Price × Availability
If it doesn't move one of these four levers, it's noise.
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Traffic
Destiny™ AI Engine
Patented AI advertising technology. Analyses every keyword in the category, identifies “winnable” terms where organic rank can be captured — not just bought. Adjusts bids hourly. Paid spend decreases over time as organic positions compound.
Primary: Kickers, Endura, Mitre
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Conversion
Content Brief™
Analyses product listings against every competitor in category. Identifies specific image archetypes, copy elements, and attributes that correlate with actual conversion — data-driven optimisation across thousands of ASINs.
Primary: Kickers, Mitre, Canterbury
Price
Price Engine + eControl
Monitors unauthorised sellers, tracks price erosion, wins Buy Box at the highest possible price — optimising upward, not downward. Full MAP adherence. eControl provides legal identification and removal of unauthorised sellers.
Primary: Berghaus, Canterbury, Endura
Availability
ML Forecasting + PFN
Machine learning demand forecasting targeting 97%+ in-stock rates across all marketplaces. Pattern Fulfilment Network provides API-native inbound, FTL shipping, next-day Amazon availability. Demand-driven, not PO-driven.
Primary: Berghaus, Canterbury, Mitre
The Pattern Model
Pattern operates as an Authorised 3P Accelerator across 60+ marketplaces in 100+ countries. We purchase inventory at pre-agreed wholesale prices and sell as the seller of record. Advertising, creative, data, compliance, customer service, and global logistics are included — no agency fees, no hidden costs. Skin in the game: we only grow when you grow.
04
Suggested Next Steps
This assessment is based on publicly available marketplace intelligence. With access to internal data, we can build a significantly deeper, brand-level analysis. Click any field below to edit in real time.
1
Advertising Audit
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2
Operations Audit (UK & EU)
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3
Full Portfolio Deep Dive
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4
Controlled Market Entry Trial
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Live Meeting Notes
“60+ marketplaces. 100+ countries. One partner. Zero agency fees.
Skin in the game — we buy your inventory, we only win when you win.”
Skin in the game — we buy your inventory, we only win when you win.”
Joe Waymark | Global Named Account Manager | joe.waymark@pattern.com
Alex Bates | Director of Sales, UK & EU | alex.bates@pattern.com
Alex Bates | Director of Sales, UK & EU | alex.bates@pattern.com