Shortly before the holidays, the Dutch company Protest Sportswear announced the takeover of the Swedish ski and outdoor brand 8848 Altitude.
With the acquisition, Protest Sportswear is strengthening its position in the “technical high-end segment of winter sports clothing” and complementing its portfolio, according to a statement. Protest Sportswear is already active in the areas of surfing, skiing and outdoor clothing. The premium positioning and quality of 8848 Altitude should be retained.
As part of the agreement, 8848 Altitude’s trademark rights will be transferred to Protest Sportswear. The new collection for the Fall/Winter 2026 season will now be sold through both Protest’s distribution network and 8848 Altitude’s existing distribution channels. This collection was designed by the Swedish brand itself. From autumn/winter 2027, the collection will be developed by the Protest Sportswear team.
Protest Sportswear is carrying out a “logical strategic expansion” of its portfolio
Wesley van Wijnbergen, managing director of Protest Sportswear, explained the transaction. “The acquisition of 8848 Altitude is a logical strategic expansion. The brand is active in a higher-priced and technical segment. This complements Protest’s existing positioning and does not compete with the core collections,” he explained in a statement. “We are proud to take this step as a company. We are grateful for the trust placed in us to continue to grow the 8848 Altitude brand, with respect for its heritage and with investment in its long-term future.”
Magnus Berggren, the founder and designer of 8848 Altitude, added: “Recently, 8848 Altitude AB has been actively looking for a financially strong partner. This should have a robust international distribution network and the ability to invest long-term in the future of the brand. It was important for us to find a partner who understands and respects the creative DNA and design philosophy that has characterized 8848 Altitude since its inception. With Dekker Olifanta BV, “We have found this partner, the company behind Protest Sportswear. We are confident that the 8848 Altitude brand will continue to grow under the new ownership.”
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