Lowe Alpine brand sold to ATG, with relaunch planned for UK and Europe
Lowe Alpine’s brand intellectual property has been acquired by ATG Brands & Data (ATG) from Equip Outdoor Technologies.
The sale has included the trademark, logo and associated brand assets, with no stock, employees or premises transferring from Equip.
Subscribe to TRBATG said the acquisition will bring renewed investment to Lowe Alpine, as it looks to build on the brand’s reputation for technical pack innovation and mountain heritage.
Under ATG, Lowe Alpine will focus on the hillwalking and trekking categories, with the initial range being mainly multi-day trekking packs and day packs, as well as hydration packs, waist bags and lifestyle essentials.
Based in Hangzhou, China, ATG is an apparel and brand business with more than 30 years of industry experience spanning design, manufacturing, sourcing, retail and international brand development.
John Gearing, principal of Global Sports Advisory (GSA), advised ATG on the acquisition and will lead Lowe Alpine’s relaunch in the UK and Europe as operating partner, Lowe Alpine Europe.
He previously worked at VF Corporation, where he was managing director of sportswear, responsible for brands including Timberland, Nautica, Eastpak and Napapijri. He was also a founding executive of Kontoor Brands at its NYSE spin-off and has held senior roles at Adidas.
Gearing said: “Lowe Alpine is a brand I have a genuine personal connection to and passion for. With more people discovering the benefit of spending time outdoors, we want Lowe Alpine to be integral to that movement.
“Our ambition is simple: we want to create dependable, well-designed products for people who love the outdoors. We want to honour the brand’s history, while building a community that its customers and partners can be proud of.”
