Equip Outdoor Technologies has announced the transfer of the intellectual property of Lowe Alpine to ATG Brands + Data, a Chinese entity active in the clothing and international brand sector. The operation, the financial terms of which have not been disclosed, is expected to be completed in the coming weeks.
The agreement concerns the Lowe Alpine brand, logo, and associated assets. This is not the sale of an operating company: within Equip, Lowe Alpine no longer has a dedicated inventory, employees, or its own offices. For this reason, the company does not anticipate any consequences for its staff or its operational activities.
Lowe Alpine within the Equip Group
Equip had acquired Lowe Alpine in 2011. The brand, born in Utah, has built a solid reputation in the world of mountaineering and trekking, particularly thanks to technical backpacks and a series of innovations that have contributed to the evolution of modern internal frame transport systems. Over the years, Lowe Alpine has been progressively integrated into the Equip structure, sharing infrastructure and resources with Rab. After the discontinuation of the apparel line, the brand focused exclusively on the backpacks. In parallel, Equip also developed its own backpacking offer under the Rab brand.
The transfer will now allow Equip to focus investments and product development on Rab, with the aim of supporting the international expansion of the brand, including the backpack segment.
The new phase of Lowe Alpine in the ATG Group
To accompany Lowe Alpine in the new phase, ATG has appointed John B. Gearing, principal of Global Sports Advisory, to lead the brand in the markets of United Kingdom, Europe, MENA region, and Scandinavia. According to Gearing, the new owner aims to enhance Lowe Alpine’s already established positioning in Europe, while also exploring new opportunities with outdoor consumers in Asia.
Based in Hangzhou, China, ATG Brands + Data has around 1,200 employees and has over 30 years of experience in the clothing sector. The group manages several international brands in China, including Lee Kids, Gant, Jockey, Speedo, and U.S. Polo Assn, as well as a range of proprietary brands.
