ATG Brands Acquires Lowe Alpine, Reinventing an Outdoor Icon for a New Era

A New Chapter for Lowe Alpine: ATG Brands' Acquisition

In a dynamic move within the outdoor industry, ATG Brands & Data Limited has acquired the intellectual property rights of the renowned Lowe Alpine brand from Equip Outdoor Technologies. This acquisition, finalized on October 26, 2026, does not include any inventory or personnel but marks a significant step for Lowe Alpine as it enters a fresh chapter of its storied history.

A Legacy of Innovation

Lowe Alpine has long been synonymous with high-quality hiking gear, boasting a nearly 60-year legacy steeped in mountain heritage and dependable backpack design. The new ownership under ATG aims to revitalize this iconic brand by leveraging its global reputation for innovative backpacks. With ATG's commitment, Lowe Alpine is poised to enhance its focus on hiking and outdoor activities, unveiling a new product range that emphasizes multi-day backpacks, daypacks, hydration packs, and everyday essentials.

ATG: A Visionary New Owner

ATG is an established entity with over three decades of expertise spanning design, manufacturing, procurement, retail, and international brand development, all based out of Hangzhou, China. John B. Gearing, a seasoned professional with extensive experience in consumer brands, has taken the helm as the operational partner for Lowe Alpine in Europe and the UK, steering the brand's relaunch efforts. Gearing's career includes leadership roles with major firms like VF Corporation, where he was responsible for brands like Timberland and Nautica, among others. His deep understanding of brand dynamics is set to steer Lowe Alpine into a promising future.

Commitment to Quality and Community

In a statement, Gearing expressed his passion for the brand and outlined the ambition to create reliable, well-designed products for outdoor enthusiasts. He emphasized that as more people recognize the benefits of outdoor time, Lowe Alpine aims to be an integral part of this movement. The brand's mission is clear: honor Lowe Alpine's rich heritage while fostering a community that customers and partners alike can take pride in.

A Focus on Product Innovation

The initial product lineup under ATG will showcase backpacks specifically designed for various hiking experiences, catering to both seasoned trekkers and newcomers alike. The attention given to detail in design and functionality will reinforce Lowe Alpine's reputation as a trusted name in outdoor gear. This revival is not merely about business; it reflects a strategic vision that aligns with the growing global interest in outdoor activities.

Looking Ahead

As ATG Brands embarks on this journey with Lowe Alpine, the outdoor gear community anticipates exciting innovations and a reinvigorated brand presence. With a focus on quality and a passion for the great outdoors, Lowe Alpine is set to reclaim its position at the forefront of hiking equipment. Fans of the brand and outdoor adventurers can look forward to what lies ahead as Lowe Alpine prepares to unveil its new offerings, fostering a loving connection with nature and outdoor adventure for years to come.