(Yicai) Aug. 6 -- After gaining control of Burger King’s operations in China early this year, Chinese private equity firm CPE will purchase Swiss high-end outdoor brand Mammut from European peer Jacobs Capital.

The acquisition is pending regulatory review and closing conditions, expected to be completed in the next few months, CPE said in a recent statement, without disclosing the transaction amount.

Drawing on its investment experience, global perspective, and broad network across China and Asia Pacific, CPE will work closely with Mammut’s management team to unlock new opportunities across product innovation and localization, brand building, channel expansion, and supply chain optimization, per Jacobs Capital’s announcement.

“Following the completion of the transaction, CPE is fully committed to preserving and building upon the brand equity, technical excellence, and authentic heritage that have made Mammut one of the world’s most respected outdoor brands, while supporting its continued global expansion,” CPE’s Managing Director Mark Mao said.

Mammut has undergone multiple ownership changes, and this will be the second one in just five years, Cheng Weixiong, a brand strategy consultant in the footwear and apparel industry, told Yicai. Jacobs Capital bought Mammut from Switzerland’s Bystronic for CHF218 million (USD270 million) in 2021.

“CPE is deeply involved in the consumer market and is more familiar with China than European institutions,” Cheng said. “Compared to industrial capital such as Anta Group, financial investment institutions have relatively weaker industrial resources, so the future operational strategies of Mammut are worth keeping an eye on.”

CPE has over CNY150 billion (USD22.2 billion) assets under management, and its investment portfolio includes consumer brands, such as Mixue, Pop Mart, Laopu Gold, and Burger King China. It has accumulated experience in localized operation of consumer retail, expansion of shopping center channels, and community marketing.

However, Mammut will be the first outdoor sports brand under CPE’s portfolio.

Mammut has a century-old core patented technology for climbing ropes, soft shell fabrics, and avalanche safety equipment, a seasoned outdoor sports enthusiast told Yicai. It remains to be seen whether CPE can energize the Chinese outdoor supply chain with Mammut’s technology and make up for the technical shortcomings of domestic fabrics and professional equipment, he added.

Editor: Futura Costaglione