Swiss sportswear specialist Mammut Sports Group has been sold to Chinese investment firm CPE.
The companies announced the transaction on Thursday, outlining plans to accelerate the brand's expansion across Asian markets under new ownership.
The acquisition highlights the ongoing interest from Chinese investors in established European consumer labels.
This move follows a broader trend of cross-border consolidation in the retail and lifestyle sectors, underscored by the recent German regulatory approval for JD.com to acquire MediaMarktSaturn, Europe's largest specialist electronics retailer.
For Mammut, the sale represents a strategic pivot toward growth in Asia, leveraging CPE's regional network and capital.
The deal is expected to integrate the Swiss brand more deeply into the Chinese consumer ecosystem, potentially reshaping its distribution and marketing strategy in the region.