Mammut Gears Up for Swift Asia Expansion Under New Chinese Ownership
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Swiss outdoor brand Mammut is poised for an international growth surge following its acquisition by Chinese investment firm CPE from Jacobs Capital. The transaction will make CPE the majority stakeholder in the distinguished 164-year-old outdoor brand. The financial details of the transaction, however, remain undisclosed.
The acquisition follows a five-year period under Jacobs Capital, during which Mammut significantly established its international presence, bolstered its direct-to-consumer business, and enhanced its profitability. CPE intends to promote Mammut’s next expansion stage by boosting its presence in Asia and North America. The investment firm also plans to continue pouring investments into Mammut’s retail network, digital capabilities, and product innovation.
A New Phase, A Strong Commitment
Upon the completion of the transaction, CPE has expressed its full commitment to preserving and enhancing the brand value, technical prowess, and authentic heritage that have made Mammut a globally esteemed outdoor brand. The investment company also plans to support Mammut’s continued global expansion, according to Mark Mao, Managing Director of CPE.
Mammut’s CEO, Heiko Schafer, will maintain his leadership role in the enterprise following the transaction. He assured employees, customers, and partners that Mamut’s values and dedication to quality and performance will remain unchanged. Schafer went on to say that the company’s strategy is on track, and its global journey has just begun.
Established in 1862, Mammut markets climbing, hiking, mountaineering, and winter sports apparel and equipment to over 50 countries. The company has been expanding its footprint across Asia in recent years, given the growing demand for premium outdoor products in markets like China, Japan, and South Korea.
Questions & Answers
What are CPE’s plans for Mammut following their acquisition?
CPE plans to support Mammut’s next phase of growth by expanding its presence in Asia and North America and continuing to invest in the brand’s retail network, digital capabilities, and product innovation.
Who will lead Mammut after the acquisition?
Mammut’s current CEO, Heiko Schafer, will continue to lead the business following the acquisition by CPE.
What is Mammut’s market presence?
Mammut, founded in 1862, sells climbing, hiking, mountaineering, and winter sports apparel and equipment in more than 50 countries, with a growing presence in Asian markets such as China, Japan, and South Korea.