ATG acquires Lowe Alpine brand IP ahead of UK and European relaunch

ATG Brands & Data Limited has acquired the intellectual property of outdoor equipment brand Lowe Alpine from Equip Outdoor Technologies, including its trademarks, logo and associated brand assets. The transaction is an intellectual property sale, with no stock, employees or premises transferring from the prior owner.

ATG, a China-based apparel and brand business with more than 30 years of industry experience, plans to renew investment in Lowe Alpine, focusing on hillwalking and trekking. Its initial product range will include multi-day trekking packs, day packs, hydration packs, waist bags and lifestyle accessories.

John B Gearing, principal of Global Sports Advisory, advised ATG on the acquisition and will lead the brand’s relaunch in the UK and Europe as operating partner for Lowe Alpine Europe. Gearing previously held senior positions at VF Corporation and Adidas, working across international consumer brands.

In a comment, he said: "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."