ATG acquires Lowe Alpine brand from Equip Outdoor Technologies
ATG Brands & Data Limited has completed the acquisition of the Lowe Alpine brand intellectual property from Equip Outdoor Technologies, including its trademark, logo and associated brand assets.
The transaction is an intellectual property sale, with no stock, dedicated employees or premises transferring from Equip.
ATG said the acquisition would bring renewed investment and dedicated ownership to Lowe Alpine, building on the brand’s reputation for technical pack innovation and mountain heritage. The brand will focus on hillwalking and trekking, with an initial range prioritising multi-day trekking packs and day packs alongside hydration packs, waist bags and lifestyle essentials.
ATG is an apparel and brand business headquartered in Hangzhou, China, with more than 30 years of industry experience spanning design, manufacturing, sourcing, retail and international brand development.
John B Gearing, principal of Global Sports Advisory, advised ATG on the acquisition and will lead Lowe Alpine’s relaunch across the UK and Europe as operating partner for Lowe Alpine Europe.
“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.”
