Inside Retail Asia reported that Swiss outdoor brand Mammut will accelerate its expansion in Asia under new owner CPE. The acquisition comes after five years under Jacobs Capital, which invested in Mammut in 2021.

CPE, a private equity firm focused on consumer and retail investments, is expected to leverage its regional expertise to strengthen Mammut’s presence in key Asian markets, including China, Japan, and South Korea, where demand for outdoor and lifestyle apparel remains robust.

The Asia-Pacific outdoor gear market is highly competitive, with global brands and local players vying for market share. Under CPE’s ownership, Mammut’s strategy is likely to prioritize direct-to-consumer channels and digital engagement to capitalize on the region’s growing e-commerce infrastructure.