Equip Sold Lowe Alpine Rights to ATG Brands
The British firm has divested the Lowe Alpine intellectual property to the Hangzhou-based company.
Updated on Sept. 30, 2026 in Skiing
Live Poll
Do you trust that a brand sold to a new owner will maintain its original quality?
Equip Outdoor Technologies has reached an agreement to sell its Lowe Alpine intellectual property to ATG Brands & Data Limited. The deal follows a years-long transition where Equip shifted its focus toward the Rab brand.
Why it matters
The sale allows Equip to concentrate its resources and product development efforts exclusively on the Rab brand. Meanwhile, the acquisition enables ATG to expand the reach of the Lowe Alpine name in Asian markets.
The buyer, ATG Brands & Data Limited, maintains a workforce of 1,200 employees and claims 30 years of experience in the apparel industry. The deal follows Equip's 2011 acquisition and 2014 phase-out of Lowe Alpine apparel.
The players
Equip Outdoor Technologies
This United Kingdom-based company manages outdoor brands and previously owned the Lowe Alpine label.
ATG Brands & Data Limited
Headquartered in Hangzhou, China, this firm is an apparel industry actor with 30 years of market experience.
John B Gearing
He will lead future Lowe Alpine operations throughout the UK, Europe, MENA, and Scandinavia.
Rab
This outdoor brand serves as the primary focus for Equip following the strategic divestment of Lowe Alpine.
The details
Equip previously integrated Lowe Alpine logistics, design, and infrastructure into its Rab ecosystem, effectively absorbing the brand's resources. Under the new agreement, John B Gearing will oversee operations for the brand across the UK, Europe, MENA, and Scandinavia.
Timeline
Equip acquired the Lowe Alpine brand in 2011.
Apparel production for the brand was phased out by Equip in 2014.
The transaction is expected to finalize in October 2026.
Season Trajectory
This move marks a departure from the recent industry pattern of consolidating outdoor gear infrastructure into single-brand ecosystems. The sale resets the competitive landscape for legacy outdoor labels by shifting management to specialized regional operators.
Retailers and consumers can anticipate a transition in the brand's regional management as John B Gearing assumes control over the UK, Europe, MENA, and Scandinavia. The shift suggests that future product availability will rely on ATG’s expansion strategy for the Asian market.
The takeaway
This divestment signals a strategic refinement for Equip as it doubles down on its flagship Rab brand. Fans of the heritage brand may see a shift in market availability as the new ownership explores growth opportunities across Asia.
Further reading
For more on industry shifts, visit the Skiing section.
Source note: This article includes information reported by Sgbonline.
Live Poll
Do you trust that a brand sold to a new owner will maintain its original quality?
