Speedo
Pentland Group (Pentland Brands) · Australia
Speedo is a swimwear brand that began in Sydney, Australia, with a hosiery business founded in 1914 by Scottish emigrant Alexander MacRae, adopting the Speedo name in 1928. Owned by the British Pentland Group since 1991 and based in Nottingham, it is the best known brand in competitive swimming.
| Founded | 1914, Sydney (Speedo name from 1928) |
|---|---|
| Founder | Alexander MacRae |
| Owner | Pentland Group (since 1991) |
| Headquarters | Nottingham, United Kingdom |
| Key innovations | Racerback suit, Fastskin, LZR Racer |
| Segment | Swimwear |
| Website | speedo.com |
What is Speedo?
Speedo makes swimsuits, goggles, caps, training aids and swim-related sportswear for competitive and recreational swimmers. It is part of Pentland Brands, owned by the London-based Pentland Group, and its international headquarters are in Nottingham, England. Pentland says Speedo has been worn for more Olympic gold medals than any other brand.
History
Alexander MacRae, who moved from Scotland to Sydney in 1910, set up a hosiery and underwear business in 1914. A staff competition in 1928 produced the slogan 'Speed on in your Speedos', and the company became Speedo Knitting Mills. Its racerback swimsuit, introduced in 1927, offered more freedom of movement than wool designs. Clare Dennis won Olympic gold in a Speedo suit in 1932, and nylon swimwear followed in 1955. Pentland acquired the Australian and international businesses in 1991, and in 2020 bought back the North American rights from PVH.
Products and positioning
Speedo is a mid-market brand with a performance halo. Its Fastskin suits appeared at the Sydney Olympics in 2000, and the LZR Racer of 2008 was linked to a wave of world records before swimming's governing body restricted such suits in 2009. The LZR Pure range launched in 2019. Alongside racing suits, the brand sells fitness and leisure swimwear and accessories.
Business model and distribution
Speedo sells through sporting goods and swim specialist retailers, department stores and its own e-commerce. Pentland reports that its brands reach more than 190 countries directly or through licensees and distributors. The 2020 reacquisition of North American rights brought the brand's largest licensed territory back under direct control.
Why it matters
Speedo is a reference point for performance product innovation in swimwear and for the role of elite sport in brand building. Its history also shows how a brand owner can consolidate global control by buying back regional licences.
Frequently asked questions
Who owns Speedo?
Speedo is owned by the British Pentland Group, which bought the brand's Australian and international businesses in 1991. In 2020 Pentland also reacquired the North American rights from PVH.
Is Speedo Australian or British?
Speedo originated in Sydney, Australia, where the business was founded in 1914 and adopted the Speedo name in 1928. Today it is owned by a British group and run from Nottingham, England.