Protest Sportswear acquires premium skiwear specialist 8848 Altitude

In late December 2025, Dutch brand Protest Sportswear finalised its acquisition of Swedish premium ski brand 8848 Altitude. The transaction marks a decisive step for the Dekker Group, owner of Protest, underscoring its ambition to move upmarket and establish itself in the fiercely competitive premium technical apparel segment.

Protest Sportswear describes the deal as a “natural strategic extension.” Wesley van Wijnbergen, managing director of Protest Sportswear, explains: “The brand operates in a more technical segment and at a higher price point, complementing Protest’s current positioning without competing with its core collections. We are proud to take this step and grateful for the trust placed in us to continue developing 8848 Altitude, honouring its heritage and with a long-term vision.”

Preserving both brands’ identities

Caroline Dekker, owner of Protest Sportswear, is banking on clear operational synergies, notably through optimising IT systems, sharing international distribution networks, and streamlining product development. However, the aim is not to merge identities, but to allow each brand to retain its soul. This vision was the decisive factor for Magnus Berggren, founder of 8848 Altitude. Seeking a robust financial partner capable of supporting the brand’s international expansion, he saw in Protest an ally that understood its core DNA.

The timing of this transition has been carefully planned to ensure continuity for retailers and consumers alike. The Autumn/Winter 2026/2027 collection will act as a bridge: designed by the original Swedish team at 8848 Altitude AB, it will benefit from Protest’s commercial clout in distribution.

A smooth transition

The real turning point will come in the Autumn/Winter 2027/2028 season. From that date, responsibility for collection design will pass to the new owner’s design team. To reassure purists, Protest has made a firm commitment to maintaining high technical standards, the quality of sustainable materials and the premium positioning for which 8848 Altitude is renowned.

Finally, this acquisition forms part of a broader global growth strategy for the Dekker Group. Already highly active in the North American market for the past three years, Protest Sportswear is using this deal to strengthen its technical credibility worldwide. By combining Dutch entrepreneurial agility with Swedish technical excellence, the group is now positioned as a multi-brand player capable of meeting the needs of both casual skiers and the most exacting mountain enthusiasts. The move thus reaffirms a long-term vision, in which know-how and long-term viability take precedence over mere volume considerations.