Dutch brand Protest Sportswear announced the acquisition of the brand rights to 8848 Altitude, the Swedish ski and outdoor apparel brand.
In a statement, Protest said the “acquisition further strengthens its position in the higher-end technical segment of winter sports apparel and expands its brand portfolio with a label that has built a long-standing heritage and a strong reputation across Europe.”
Founded in 1993, Protest Sportswear has grown as a leading privately owned European action sports brand. Founded in 1990 and named after the height of Mount Everest, 8848 Altitude is known for its technical outerwear and minimal Scandinavian design. It has a strong presence in European ski markets.
Wesley van Wijnbergen, managing director of the company, said, “The acquisition of 8848 Altitude represents a natural strategic extension. The brand operates in a higher-priced, technical segment that complements Protest’s existing positioning and does not compete with its core collections. We are proud to take this step as a company and grateful for the trust placed in us to continue building the 8848 Altitude brand, respecting its heritage while investing in its long-term future.”
Caroline Dekker, owner of Protest Sportswear, added: “The combination offers clear synergies in product development, IT and international multi-channel distribution, while allowing both brands to maintain their distinct identities.”
Founder and designer of 8848 Altitude, Magnus Berggren, added: “Over the past period, 8848 Altitude AB has actively sought a financially strong partner with a robust international distribution network and the ability to invest in the brand’s long-term future. It was important for us to find a partner that understands and respects the creative DNA and design philosophy that have defined 8848 Altitude since its inception. With Dekker Olifanta B.V., the company behind Protest Sportswear, we have found this partner, and we are confident that the 8848 Altitude brand will further grow under the new ownership.“
Image courtesy 8848 Altitude
