Outdoor brand Alpkit has confirmed it has applied to place the business into administration, while holding advanced talks with a new owner and investment partner aimed at securing the company’s future.
Founded in 2004 in the Peak District, Alpkit began as a small, direct-to-consumer business selling technical outdoor kit online. The company has grown into a nationally recognised brand, with a network of stores across the UK, including locations in Hathersage, Ambleside, Ilkley, and Newcastle.
Over the past two decades, Alpkit has built a reputation for designing functional, responsibly made products and for putting purpose at the centre of its operations. Its ethos, often described internally as helping people to “Go Nice Places, Do Good Things”, combines environmental responsibility, fair business practices and support for grassroots outdoor communities.
The company said it has faced sustained financial pressure over the last three years, driven by rising costs, a challenging retail environment and new trade barriers.
Chief Executive Officer and co-founder, who is also the company’s main shareholder, said:
“We’ve faced incredible challenges over the last three years – rapid cost inflation, challenging market environment and new trade barriers coupled with the rising weight of interest rates and recovery loan repayments. While we have made huge progress, and came incredibly close to a successful turnaround, my Board recognises that these pressures have created an insurmountable mountain for us to climb as we currently stand.
It is an extremely sad day for everyone at Alpkit, and for us co-founders in particular. Today, we are confirming that the Board has accepted that we must place Alpkit into administration. We have applied to the courts to start that process. It is hugely regrettable, as unfortunately, this means the value in your shares is lost.
As the main shareholder and Chief Executive, I carry the weight of this personally. Under my leadership, we have made mistakes. But overall, we have done so much more right.”
The company said it is in advanced discussions with a prospective new owner and investment partner, with the intention of completing a deal that would see operations continue.
It expects all jobs to be saved, stores to remain open, and customer orders to be fulfilled. Product development is ongoing, with new ranges already in the pipeline.
Alpkit added that it remains committed to its founding values and to supporting people to access the outdoors in a responsible and inclusive way, as it works towards securing a long-term future for the brand.
What’s Next for Alpkit?
Alpkit says its priority is all stakeholders: customers, staff, creditors, banks, shareholders, suppliers, and the communities where it operates. The company has expressed gratitude to HSBC and FSE Group for supporting the business throughout this process, enabling a smooth transition to a new owner.
The business has chosen a pre-pack administration as the option that best balances the needs of all stakeholders. This approach protects jobs, ensures customer orders will be fulfilled, and keeps the Alpine Bond warranty intact. The co-founders and directors will continue working in the business, although the value of their shares is lost.
The new investor, entirely independent of Alpkit’s directors and shareholders, is Jeroen van den Berge. With a background in strategy consulting, product management and finance, and a personal passion for the outdoors, Jeroen supports Alpkit’s heritage, values, direct-to-consumer model, and growth plan. He will work alongside the existing leadership team, rather than taking a leading operational role.
The restructuring clears legacy Recovery Loan debt, safeguards staff, and positions Alpkit for future growth. The company plans to:
- Reshape production to lower-cost, lower-tariff territories while maintaining quality, desirability, and performance
- Expand its product range with new brands, including Trakke and footwear
- Accelerate growth through marketplaces
- Maintain a strict focus on cost efficiency, ensuring every pound spent delivers better sales, products, and service
Alpkit stresses this does not mean cutting corners or lowering standards. The business remains committed to technical performance, social justice, and environmental responsibility, while improving competitiveness and profitability in a challenging market environment.
