Key Takeaways:
- Equip Outdoor Technologies is selling the Lowe Alpine brand to a China-based brand operator.
- The deal covers intellectual property only, with no change for Equip’s employees or operations.
- Equip says it will now focus on growing Rab.
Equip Outdoor Technologies Ltd., owner of British outdoor brand Rab, has agreed to sell the Lowe Alpine brand intellectual property to ATG Brands & Data Limited. The company announced the agreement Oct. 1.
The transaction is expected to close in the next few weeks. On completion, ATG will hold exclusive rights to the Lowe Alpine trademark, logo, and associated brand assets.
Equip said Lowe Alpine no longer has dedicated stock, employees, or premises within the company. The sale covers intellectual property only and does not affect Equip’s employees or operations.
Lowe Alpine’s Mountain Heritage
Equip acquired Lowe Alpine in 2011. The brand has roots in Utah and a heritage shaped by the pioneering approach of the Lowe brothers to mountain equipment. It became known for technical mountaineering and trekking packs, including innovations that contributed to the development of modern internal frame backpacks.
Equip said the brand’s mountain heritage and loyal customer base contributed to strengthening Equip’s position in the outdoor market and to the company’s growth over the following decade.
Equip’s Focus on Rab
“As a brand with a rich heritage in mountain culture, Lowe Alpine has been an important part of Equip’s growth story,” Richard Leedham, CEO of Equip Outdoor Technologies, said in a statement. “We are proud of the role Lowe Alpine has played in helping shape the business we are today. As our strategic focus moves firmly towards the continued global growth of Rab, and building on the huge success of Rab packs, it is time to find Lowe Alpine a new owner who can give the brand the focus and investment it deserves.
“This sale gives Lowe Alpine a fresh opportunity to move forward under ATG’s ownership. We are grateful to everyone who has supported the brand over the years and wish ATG every success as they take Lowe Alpine into its next chapter.”
Equip, based in Derbyshire, U.K., said Rab continues to build global momentum, supported by its focus on brand investment, technical product development and operational growth. By concentrating resources behind Rab, Equip aims to strengthen the brand’s proposition and support the next phase of its growth over the long term.
ATG’s Ambitions for Lowe Alpine
ATG is a brand owner and operator headquartered in Hangzhou, China, with more than 30 years in the clothing industry and around 1,200 staff across Hangzhou, Changzhou, and Changshu. It builds and runs international brands in the Chinese market, including Lee Kids, Gant, Jockey, Speedo, and U.S. Polo Assn., as well as its own labels.
ATG has appointed John B Gearing, Principal of Global Sports Advisory, to lead Lowe Alpine in the U.K., Europe, the Middle East and North Africa, and Scandinavia.
“Lowe Alpine is a brand with genuine mountain heritage, technical credibility and a loyal following built over many decades,” Gearing said in a statement. “We see a strong opportunity to honor that history while bringing renewed investment, focus and energy to the brand’s next chapter.
“Our ambition is to build on Lowe Alpine’s established reputation and strong brand loyalty in Europe, while exploring opportunities to grow its presence with outdoor consumers in Asia, We look forward to taking the brand forward carefully and thoughtfully, respecting what has made Lowe Alpine so trusted while supporting its future growth.”
