Protest Boosts Its Portfolio with Premium Ski Brand 8848 Altitude

Dutch sportswear brand Protest Sportswear has completed the acquisition of Swedish premium ski brand 8848 Altitude in late December 2025. This strategic move, spearheaded by the Dekker Group – Protest’s parent company – signals a clear ambition to expand into the high-end technical apparel market and compete with established premium brands.

Protest Sportswear views the acquisition as a “natural strategic extension,” according to Managing Director Wesley van Wijnbergen. He emphasizes that 8848 Altitude’s focus on technical performance and higher price points complements Protest’s existing product range without creating internal competition. Van Wijnbergen expressed pride in taking on the responsibility of developing 8848 Altitude, promising to respect its legacy while pursuing a long-term growth strategy.

Caroline Dekker, owner of Protest Sportswear, anticipates significant operational synergies resulting from the deal. These include optimizing IT infrastructure, leveraging shared international distribution networks, and streamlining product development processes. Crucially, Dekker stresses that the intention is not to assimilate 8848 Altitude into the Protest brand, but rather to allow each to maintain its distinct identity – a key factor in securing the agreement with 8848 Altitude’s founder.

Magnus Berggren, founder of 8848 Altitude, sought a financially strong partner to facilitate the brand’s international expansion. He found in Protest a company that understood and valued the core principles of 8848 Altitude. The transition is being carefully managed to ensure minimal disruption for both retailers and consumers.

The Autumn/Winter 2026/2027 collection will serve as a transitional period, designed by the original 8848 Altitude Swedish team and benefiting from Protest’s established distribution channels. A more significant shift will occur with the Autumn/Winter 2027/2028 collection, when Protest’s design team will assume responsibility for creative direction.

Protest has committed to upholding 8848 Altitude’s reputation for high technical standards, sustainable materials, and premium quality. This reassurance is aimed at maintaining the trust of loyal customers and reinforcing the brand’s position within the luxury ski apparel segment.

This acquisition is part of a larger global growth strategy for the Dekker Group, which has been actively expanding in the North American market for the past three years. By combining Dutch entrepreneurial spirit with Swedish technical expertise, the group aims to establish itself as a versatile multi-brand player, catering to a wide range of skiers from casual enthusiasts to demanding professionals. The overarching vision prioritizes sustainable growth and long-term viability over simply increasing sales volume.