#London #United Kingdom #Outdoor Equipment #Lowe Alpine #ATG Brands

ATG Strengthens Its Presence With the Acquisition of Lowe Alpine

In a significant move within the outdoor gear industry, ATG Brands & Data Limited (ATG) has successfully acquired the intellectual property of Lowe Alpine from Equip Outdoor Technologies. This strategic acquisition includes the brand's trademarks, logos, and associated brands, marking a pivotal moment for Lowe Alpine's nearly 60-year history in the hiking and outdoor market. The deal, completed in October 2026, is aimed at revitalizing Lowe Alpine’s commitment to producing high-quality outdoor equipment while honoring its storied legacy.

ATG, which is headquartered in Hangzhou, China, has over three decades of experience in design, manufacturing, sourcing, retail, and international brand development. This new ownership promises a fresh investment and focused stewardship aimed at enhancing Lowe Alpine's well-established reputation for innovative backpack designs that cater to both backpackers and outdoor enthusiasts.

John B Gearing, who has been assigned to manage Lowe Alpine's re-launch in the UK and Europe, brings significant experience from his previous roles at VF Corporation and Adidas. Under his guidance, Lowe Alpine plans to re-establish itself in the market with a renewed focus on reliability and design excellence. Gearing emphasized the brand’s commitment to connecting with consumers who increasingly seek outdoor experiences. He stated, “My personal connection to Lowe Alpine is profound. We want to ensure that as more people explore the joys of being outdoors, Lowe Alpine becomes a fundamental part of that experience.”

Lowe Alpine’s upcoming product lineup will focus on multi-day and day packs, hydration packs, and lifestyle products, all crafted with the same attention to detail that has defined the brand’s approach to outdoor gear. The initial offerings aim to resonate well with a community that values both style and functionality in their outdoor adventures.

This acquisition comes at a time when outdoor activities have surged in popularity, driven by a growing awareness of the health benefits associated with spending time in nature. As outdoor enthusiasts prioritize both performance and sustainability, Lowe Alpine is poised to meet these demands with products designed to enhance their adventures safely and responsibly.

With John Gearing’s expertise at the helm, the expectation is that Lowe Alpine will thrive once more, appealing to a new generation of hikers and outdoor lovers. The brand's rich heritage combined with modern design sensibilities aims to create products that not only meet but exceed the expectations of the consumers. ATG's acquisition is set to breathe new life into Lowe Alpine, ensuring its relevance and presence in an ever-competitive outdoor market.

As ATG Brands embarks on this journey, the intention to not only uphold but also to expand Lowe Alpine’s ethos of innovation, quality, and passion for the outdoors becomes clearer. The brand is set to develop a community around its products, fostering connections between users and the natural world. With a focus on reliable and thoughtfully designed products, Lowe Alpine's return is keenly anticipated, making this acquisition a promising chapter in the brand’s rich history.