Equip Outdoor Technologies agrees sale of Lowe Alpine
Equip Outdoor Technologies Ltd. (owner of British outdoor brand Rab), has agreed the sale of the Lowe Alpine brand intellectual property to ATG Brands & Data Limited (ATG). The transaction is expected to close in the next few weeks and, on completion, will give ATG exclusive rights to the Lowe Alpine trademark, logo and associated brand assets. This marks an important step in Equip’s strategic growth journey, allowing the company to focus investment and product development behind Rab.
As Lowe Alpine no longer has dedicated stock, employees or premises within Equip, the transaction relates to intellectual property only, with no impact on Equip’s employees or operations.
Lowe Alpine has played a significant role in Equip’s story since the brand was acquired in 2011. With roots in Utah and a heritage shaped by the Lowe brothers’ pioneering approach to mountain equipment, Lowe Alpine became globally recognised for technical mountaineering and trekking packs, including innovations that helped influence the development of modern internal frame backpacks.
Its mountain heritage and loyal customer base helped strengthen Equip’s position in the outdoor market and contributed to the company’s growth over the following decade.
Richard Leedham, CEO of Equip Outdoor Technologies, said:
“As a brand with a rich heritage in mountain culture, Lowe Alpine has been an important part of Equip’s growth story. 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, 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.”
John B Gearing, Principal of Global Sports Advisory, appointed by ATG to lead Lowe Alpine in the UK, Europe, MENA and Scandinavia, adds:
“Lowe Alpine is a brand with genuine mountain heritage, technical credibility and a loyal following built over many decades. We see a strong opportunity to honour 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.”
The sale comes as Rab continues to build global momentum, supported by Equip’s focus on brand investment, technical product development and operational growth. By concentrating its resources behind Rab, Equip aims to strengthen the brand’s proposition and support the next phase of long-term growth.
Equip remains proud to have played a pivotal role in Lowe Alpine’s journey and recognises the brand’s contribution to the business. Under ATG, Lowe Alpine will have the opportunity to continue its story with renewed focus, investment and direction.
