USWE Sports AB Acquires Giant Loop

USWE Sports AB, a publicly traded backpack company based in Malmö, Sweden, has acquired Bend-based Giant Loop LLC, a powersports brand known for its innovative off-road motorcycle soft luggage designs. The purchase agreement is scheduled to close on July 1.

The acquisition provides USWE with a strong position in the premium segment for panniers, saddlebags, tank bags and dry bags for the off-road powersports market. Giant Loop’s Bend headquarters offers USWE a U.S. base of operations for expansion in North America. Products from both companies are expected to reach new customers from overlap in each company’s pre-existing customer bases, and Giant Loop´s products will be offered through USWE´s global distribution network.

Armadillo Bag LLC, a new automotive brand created by Giant Loop’s founder, is included in the acquisition. Its focus on international overland travel provides new markets and sales channels for all three companies’ products.

Giant Loop was founded in 2008 by Harold Olaf Cecil. The company designs and manufactures a portfolio of premium products with dual-sport and adventure motorcycles as a primary focus and UTVs, snow bikes and snowmobiles representing crossover powersports markets.

Product design and development and all other primary business functions are based in Bend, and production is outsourced to U.S. facilities, as well as factories in Asia. Sales are generated through an omnichannel model, where the split between D2C and B2B is approximately 50/50.

Cecil will continue to lead the company for at least two years, focusing on the integration between USWE and Giant Loop. He will also be one of USWE´s largest shareholders.
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