Equip Outdoor Technologies Ltd., the owner of British outdoor brand Rab, reached an agreement to sell Lowe Alpine’s brand intellectual property to China-based ATG Brands & Data Limited (ATG) as it shifts resources to better focus on Rab.
Terms of the transaction were not disclosed.
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. Equip said, “This marks an important step in Equip’s strategic growth journey, allowing the company to focus investment and product development behind Rab.”
Equip acquired Lowe Alpine in 2011. In 2014, Equip phased out apparel production to concentrate fully on backpacks and accessories. Following global pandemic inventory disruptions, Equip gradually integrated Lowe Alpine’s logistics, design, and physical infrastructure directly into its broader corporate umbrella and the Rab ecosystem. Dedicated factories and separate product teams for Lowe Alpine were phased out or entirely merged.
In its statement regarding the sale of Lowe Alpine’s intellectual property, Equip said that since 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.
Equip said in its statement, “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”.
Equip said the sale comes as “Rab continues to build global momentum,” supported by Equip’s focus on brand investment and technical product development.
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.”
Leedham said, “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.”
ATG Brands + Data, headquartered in Hangzhou, China. has more than 30 years in the apparel industry and around 1,200 employees across Hangzhou, Changzhou and Changshu. ATG said it “builds and runs international brands in the Chinese market,” including Lee Kids, Gant, Jockey, Speedo and U.S. Polo Association, alongside its own labels.
John B Gearing, principal of Global Sports Advisory, a consulting practice based in Edinburgh, Scotland, was appointed by ATG to lead Lowe Alpine in the UK, Europe, MENA and Scandinavia. Gearing’s industry roles include VP and managing director, Asia Pacific, Kontoor Brands, Inc.; managing director, Asia-Pacific, jeanswear (Lee, Wrangler, Rock & Republic), VF Corp., and director of Adidas Brand Retail, Asia-Pac Region.
Gearing stated, “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.”
Image courtesy of Lowe Alpine
