ATG Brands & Data has completed its acquisition of Lowe Alpine’s brand intellectual property, moving the outdoor pack label to an owner that plans a trekking-focused relaunch.

The October 26 company-issued announcement confirms the transfer of Lowe Alpine’s trademark, logo and associated brand assets from Equip Outdoor Technologies. Inventory, dedicated employees and premises are not part of the transaction. ATG says the opening range will prioritize multi-day trekking packs and day packs, alongside hydration packs, waist bags and lifestyle accessories.

A change in ownership and operating focus

John B Gearing will lead the UK and European relaunch as operating partner of Lowe Alpine Europe. ATG describes its business as spanning design, manufacturing, sourcing, retail and international brand development, giving the acquisition a defined operator as well as a new owner.

The completion follows Equip’s September 30 agreement announcement. Equip acquired Lowe Alpine in 2011 and said the sale would let it focus investment and product development on Rab. The October update moves the story from a planned sale to a completed transfer.

Trekking at the center of the next range

Lowe Alpine’s legacy is rooted in technical mountaineering and trekking packs. ATG’s initial product plan keeps that use case central, spanning multi-day and day packs with hydration and everyday carry accessories. The company describes the relaunch as a way to build on the brand’s outdoor heritage while giving it dedicated ownership.

The shift places the product strategy alongside the change in ownership: Lowe Alpine is moving forward as a focused pack business under a new operator. The brand’s official site presents its existing range across day packs and hiking and trekking packs.