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Mammut acquires Outdoor Elements
Swiss mountain sports equipper Mammut Sports Group AG has acquired its longstanding Raichle distributor, Macclesfield-based Outdoor Elements. Concluded at the beginning of April, the deal means Outdoor Elements will continue to trade as a wholly-owned subsidiary of the Mammut Sports Group AG under the name of Mammut UK Ltd. August 2008 will see the new subsidiary adding the entire Mammut catalogue to its roster. Former UK Mammut distributor DMM International Ltd. will continue to retail Mammut's core rope products in the UK and Eire.
"The acquisition of Outdoor Elements represents a significant step forwards for us in the UK. The retailing strength of our longstanding Raichle distribution partner combined with the challenges of the highly technical outdoor market and the tradition of British mountaineering is entirely in line with our marketing strategy," said Rolf G. Schmid, CEO of Mammut Sports Group AG.
Outdoor Elements has always been noted for the quality of its service, and is aiming to boost the popularity of Mammut products in the UK as a subsidiary under its new name of Mammut UK Ltd.
David George, Managing Director of Mammut UK, added: "We have set ourselves the goal of establishing this premium brand in the UK and leveraging our proximity to head office to boost our service levels."
Hardware and climbing specialist DMM will continue to sell Mammut's ropes. "We are delighted to have been able to retain the services of rope experts DMM as an agency for our core product," declares Rolf G. Schmid. Toko, another Mammut brand, remains with longstanding distributor Mastco Ltd.
