Lowe Alpine Brand Acquired by ATG Brands
The hiking equipment brand transitions to new ownership, potentially impacting future gear availability.
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 acquired the intellectual property assets of the hiking gear brand Lowe Alpine from the UK company Equip. This transfer of the trademark and logo marks a shift in ownership for the historic outdoor brand.
Why it matters
The acquisition by ATG Brands signals a potential change in the brand's future operations and development. While the brand undergoes a transition of ownership, long-time users may notice shifts in the company's investment priorities for new outdoor equipment.
The acquisition represents a transfer of brand assets including trademarks and logos between international corporate entities. While the 2011 purchase was supported by a £20 million funding package, the current transaction amount remains undisclosed.
The players
ATG Brands
A China-based company that has acquired the intellectual property assets of the outdoor hiking gear manufacturer Lowe Alpine.
Equip
A UK-based outdoor equipment firm that previously owned the Lowe Alpine brand before divesting its intellectual property.
Lowe Alpine
A hiking and outdoor gear brand originally founded in Utah in 1967.
John B Gearing
The leader appointed to oversee the relaunch of the Lowe Alpine brand in the UK and Europe.
The details
ATG Brands acquired the intellectual property rights to Lowe Alpine, including its brand identity and logos, from the UK-based firm Equip. The transaction covers only the intangible assets and does not include the physical inventory, existing staff, or corporate facilities previously managed by Equip. Following the sale, leadership has shifted toward a planned relaunch of the brand within the UK and European markets.
Timeline
1967: Lowe Alpine was founded in Utah.
2011: Equip purchased the Lowe Alpine business.
October 2026: ATG Brands acquired Lowe Alpine brand assets.
Health Landscape
This acquisition represents a transition in ownership for a long-standing fixture in the outdoor equipment market. It marks a shift from the operational model established by the 2011 acquisition of Lowe Alpine by Equip.
Hikers and outdoor enthusiasts who rely on specific equipment designs may want to track how the brand's relaunch impacts product availability. Any significant changes to the performance or safety standards of future gear are worth discussing with a gear specialist or outdoor retailer.
The takeaway
As ownership changes, brand loyalists should keep an eye on how new corporate investment influences the design of future outdoor gear. For now, monitor the product line for any shifts in quality or regional availability as the relaunch proceeds.
Further reading
For more on how to choose gear for your next trip, visit Hiking.
Live Poll
Should heritage brands be kept under domestic ownership rather than being sold to foreign buyers?
