ATG Brands Acquires Lowe Alpine Intellectual Property
The China-based firm takes control of the outdoor brand's trademark and assets from Equip.
Updated on Oct. 26, 2026 in Hiking
Live Poll
Should heritage brands be kept under domestic ownership rather than being sold to foreign buyers?
China-based ATG Brands has completed the acquisition of the intellectual property associated with the outdoor gear manufacturer Lowe Alpine. The deal includes the brand's trademark, logo, and various assets from the current owner, UK-based Equip.
Why it matters
This acquisition marks a transition for the iconic outdoor brand that originated in the United States. ATG Brands aims to leverage its ownership to bring renewed investment to the Lowe Alpine label on a global scale.
Lowe Alpine was originally founded in Utah in 1967. The recent transaction excludes the transfer of any physical stock, existing premises, or current employees.
The players
ATG Brands
This China-based company is the new owner of the Lowe Alpine intellectual property.
Lowe Alpine
Founded in 1967, this outdoor gear brand is recognized for its historical contribution to mountain equipment.
Equip
A UK-based outdoor equipment company that held ownership of the Lowe Alpine brand from 2011 until 2026.
John B Gearing
He is the executive designated to spearhead the brand's upcoming relaunch efforts in the UK and Europe.
The details
The intellectual property sale marks the end of Equip's ownership, which began with a £20 million funding package in 2011. John B Gearing has been appointed to lead the planned relaunch of the brand across the UK and European markets.
Timeline
Lowe Alpine was founded in Utah in 1967.
Equip acquired the Lowe Alpine business in 2011.
ATG Brands finalized the acquisition of brand assets in October 2026.
Culture Shift
The acquisition mirrors a broader trend of heritage outdoor brands changing hands to facilitate international expansion. This transition marks a departure from the 2011 Equip acquisition of Lowe Alpine, which established the brand's previous era of European-led growth.
Consumers may notice changes in product distribution and availability as the brand undergoes its planned relaunch. The transition will likely dictate future retail strategies and the geographical reach of upcoming equipment releases.
The takeaway
The change in ownership highlights the ongoing commercial interest in historical outdoor brands. Readers can expect to see how new investment strategies shape the availability and design of gear in the coming months.
Further reading
For more on the evolving outdoor industry, visit the Hiking section.
Live Poll
Should heritage brands be kept under domestic ownership rather than being sold to foreign buyers?
