r/BuyFromEU 12h ago

News €300 billion in European savings flown overseas every year, primarily to the US, will be invested in Europe from now on. All 27 EU states agreed to establish the S&I Union, a step toward the full Capital Market Union.

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3.7k Upvotes

r/BuyFromEU 12h ago

European Product Fairphone Gen 6 Plus rocks Murena's /e/OS, and it's making all the right moves in its August launch

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345 Upvotes

r/BuyFromEU 11h ago

European Product Outdoor Brands Overview (ownership, production) I made, including European brands

104 Upvotes

Hey everyone,

I made a post on r/CampingGear with a pretty big overview of outdoor brands, and my first thought was to post it here too for sure since it might be an interesting list to look at. It's not a repost since this sub doesn't allow them. I was always a bit ignorant on who owns what (I thought Helly Hansen was Norwegian, turns out it had been taken over by American investors a while ago, same with iconic brands like Hunter, or Salomon by Chinese investors for example), and my curiosity to find out who owns what and what is produced where led me a bit far, but the end result is quite interesting to see.

To include everything outdoor related would be a bit much, so I've stripped it down to a 'Wear & Carry' category, which includes clothing, footwear, backpacks etc and sleeping bags. To make the list the brand has to either be quite popular worldwide (e.g. Patagonia), very popular nationally (e.g. MEC in Canada), or a titan within a niche community (e.g. Tilak).

I’ve categorized them into 8 categories furthermore based on their ownership and factory footprint, namely EU and US owned, each split into different subcategories depending on overall production, a non-EU, US or CN category, and a CN-owned category.

 

A few things to call out before the list:

• 'owned & produced' means majority owned by an EU or US corporation or family and also produced there. The minimum is atleast 90%. With EU I mean Europe, not just the Union. For 'partial produced' a particular brand can be listed here if regional production is roughly between 20-90%.
'outsourced' means that the vast majority of stuff they sold, more than 80% atleast, is produced from outside the EU or US (mostly China and southern Asia ofcourse).

• I'm judging production by compromising between overall volume sold and total catalogue listing, and that combined with intentional vagueness and sometimes outdated sources means that these are rough estimates.

• The Owner category lists the current majority shareholder, or straight up 100% family ownership, with the country that corporation/family is from (Fenix Outdoor (SE) is from Sweden for example)

• "Origin" just shows the historical birth country of the brand, not necesarily the current owners' location.

• You could obviously see this as a tierlist of sorts, with EU & US owned and produced being the best; this isn't necesarily so ofcourse, since alot of quality gear can come from Asia. This list can simply help create more awareness and give a more informed understanding and decisionmaking.

       

EU ———— EU owned & produced ————

Name Owner Origin Notes
• Hanwag Fenix Outdoor (SE) Germany 100% produced in their own factories in Germany, Croatia, Hungary and Romania
• Devold Fenix Outdoor (SE) Norway 100% Lithuanian
• Dale of Norway Altor Equity (SE) Norway 100% Norwegian
• Aclima Johansen family (NO) Norway 100% Estonian
• Brynje Jacobsen family (NO) Norway 90% Polish, 10% outsourced
• Woolpower Brånby family (SE) Sweden 100% Swedish
• Ivanhoe of Sweden Göthager family (SE) Sweden 100% Swedish & Estonian
• Savotta Valkeinen family (FI) Finland 100% Finnish & Estonian, official supplier of the Finnish military
• Sasta Wentura Oy (FI) Finland 100% Finnish & Baltic
• Valandré Friisbøl family (DK/FR) France 100% French
• Cumulus Wylężek family (PL) Poland 100% Polish
• Tilak Perinpe Outdoor (CZ) Czech Republic 100% Czech
• Chiruca Calzados FAL S.A. (ESP) Spain ~100% Spanish. Massive in Spain, "Chirucas" has literally become the generic dictionary word used to describe lightweight hiking boots
• Zamberlan Zamberlan family (IT) Italy 95% Italian
• Scarpa Parisotto family (IT) Italy 90% made in EU, of which around 60% in Italy. Only their lowest-profile, lightweight mesh trail running shoes are outsourced

 

EU ———— EU owned, partial produced ————

Name Owner Origin Notes
• Lowa Tecnica Group (IT) Germany ~80% made in EU, 20% outsourced (any low-profile, flexible trail running shoe or lightweight sneaker pretty much)
• Ortovox Schwan-Stabilo Group (DE) Germany ~60% made in EU, ~40% outsourced
• La Sportiva Delladio family (IT) Italy ~60% made in Italy, 40% outsourced
• Meindl Meindl family (DE) Germany ~50% made in EU, ~50% outsourced (mostly lightweight hikers & trail shoes)
• Aigle Maus & Nordmann Families (CH) France ~40% made in France (boots), ~60% outsourced (apparel and light footwear)
• Norrøna Jørgensen family (NO) Norway ~30% made in EU, 70% outsourced
• Dynafit Oberalp Group (IT) Austria ~30% made in EU (mostly the highly technical gear), 70% outsourced to Asia
• Lundhags Brav AS (NO) Sweden ~30% made in EU (mostly special footwear), 70% outsourced
• Vaude v. Dewitz family (DE) Germany Their iconic bike panniers are produced in Germany. However, this accounts for about 20% of overall revenue. Apparel is all outsourced
• CMP F.lli Campagnolo (IT) Italy ~20% made in EU (mostly fleece garments & premium knitwear), 80% outsourced

 

EU ———— EU owned, outsourced —————

Name Owner Origin Notes
• Rab Equip Outdoor Technologies (UK) UK
• Berghaus Pentland Group (UK) UK
• Regatta Black family (UK) UK
• Craghopper Black family (UK) UK
• Trespass Khushi family (UK) UK
• Fjällräven Fenix Outdoor (SE) Sweden
• Pinewood Rüssel family (SE) Sweden
• Klättermusen Ferrero family (SE) Sweden
• RevolutionRace Public / Shareholders (SE) Sweden
• Salewa Oberalp Group (IT) Germany
• Adidas Public / Shareholders (DE) Germany
• Deuter Schwan-Stabilo Group (DE) Germany 100% outsourced production
• Bergans Sport Holding (NO) Norway
• Viking Norwegian investors (NO) Norway
• Le Chameau Marwyn Partners (UK) France Closed their historic factory in 2015. 95% of boots now produced in Morocco
• Decathlon Mulliez family (FR) France
• Stoic Mulliez family (FR) USA Acquired in Jan. 2024 by Decathlon
• ON Public / Shareholders (CH) Switzerland
• Garmont Italian investors (IT) Italy Only 15% still produced in EU (premium, high-altitude mountaineering boots)
• Gateway1 Nielsen family (DK) Denmark
• Schöffel Schöffel family (DE) Germany
• Páramo Employee Ownership Trust (UK) UK ~80% produced in Colombia, ~20% in Asia (simple apparel items)
• Mountain Equipment (UK) Bollin Group (UK) UK 95% of production outsourced

 


 

US ———— US owned & produced ————

Name Owner Origin Notes
• Western Mountaineering Schaezlein family (US) USA 100% American
• Superior Wilderness Designs Becker family (US) USA 100% American
• Melanzana Howard family (US) USA 100% American
• Duckworth Helle family (US) USA 100% American
• Darn Tough Cabot Hosiery Mills (US) USA ~95% made in the US
• CiloGear Graham family (US) USA ~90% made in the US
• Enlightened Equipment Marshall family (US) USA ~90% made in the US

 

US ——— US owned, partial produced ———

Name Owner Origin Notes
• Tom Bihn US investors (US) USA ~80% made in the US, 20% outsourced
• Smartwool VF Corporation (US) USA ~75% made in the US. Due to owning both Smartwool and Icebreaker, VF Corp. effectively monopolized a big chunk of the global merino wool market
• Red Wing Shoes Sweasy family (US) USA ~50% produced in the US, ~50% in Asia
• Feathered Friends Torres family (US) USA Once upon a time 100% American-made, nowadays about 25% US-made, mostly their sleeping bags. Mass-market outerwear is all produced overseas
• Filson Bedrock Manufacturing (US) USA ~25% produced in the US, ~75% in Asia. Is actively outsourcing more and more stuff to Asia.

 

US ———— US owned, outsourced —————

Name Owner Origin Notes
• The North Face VF Corporation (US) USA
• Altra VF Corporation (US) USA
• Icebreaker VF Corporation (US) New Zealand Acquired in April 2018
• Hunter Authentic Brands Group (US) UK Acquired in June 2023
• Tretorn Authentic Brands Group (US) Sweden Acquired in June 2015
• Merrell Wolverine Worldwide (US) USA
• Chaco Wolverine Worldwide (US) USA The MyChacos and ReChaco is done in the US
• Columbia Boyle family / Public (US) USA
• Mountain Hardwear Boyle family (US) USA 100% outsourced
• Patagonia Patagonia Purpose Trust (US) USA
• Keen Fuerst family (US) USA
• Hoka Deckers Brands (US) France Acquired in April 2013
• Helly Hansen Kontoor Brands (US) Norway Acquired by Kontoor in June 2025 from previous owner Canadian Tire
• Muck Boots Rocky Brands (US) USA
• Duluth Schlecht family (US) USA ~10% still produced in the US
• Osprey Helen of Troy (US) USA
• Marmot Newell Brands (US) USA
• Hyperlite St. Pierre family (US) USA Since 2021, Hyperlite moved almost all of its production to Mexico. ~10% still made in the US
• Mystery Ranch YETI Holdings (US) USA Military gear is still produced in the US, accounts for roughly 20% of sold products
• Canada Goose Bain Capital (US) Canada Acquired in Dec. 2013. 80% made in Canada, 20% in Europe. However, Bain Capital is looking to sell the company
• REI Co-op Member-Owned Co-operative (US) USA Only their hiking socks are made domestically

 


 

🌏 ——— Non-EU, US, or CN Owned ————

Name Owner Origin Notes
• Kamik Cook family (CAN) Canada ~70% produced in Canada, 30% in Asia
• Mountain Equipment Company Canadian investors (CAN) Canada Not to be confused with Mountain Equipment (UK). Huge in Canada. 100% produced in Asia, with clear intent however to move production back to Canada
• Norda Martire family (CAN) Canada 100% produced in Asia
• Outdoor Research Youngone Corporation (SK) USA Acquired in 2014. ~90% produced in Asia, ~10% produced in the US, mostly military gear
• Danner ABC-Mart Inc. (JP) USA Acquired in 2012. High-end gear produced in US (~30%), more affordable gear produced in Asia (~70%)
• Montbell Tatsuno family (JP) Japan ~90% produced outside Japan (China etc)

 


 

CN —————— Chinese Owned ——————

Name Owner Origin Notes
• Arc'teryx Anta Sports (CN) Canada Acquired in 2019. Around 5% produced in Canada, 95% in Asia. They're very transparent about it
• Salomon Anta Sports (CN) France Acquired in 2019. Footwear pretty much 100% produced in Asia
• Peak Performance Anta Sports (CN) Sweden Acquired in 2019. ~90% produced in Asia, ~10% in Europe
• Jack Wolfskin Anta Sports (CN) Germany Acquired in May 2025. ~90% produced in Asia, ~10% in Europe
• Mammut CPE (CN) Switzerland Acquired in July 2026. ~97% produced in Asia.
• Haglöfs LionRock Capital (CN) Sweden Acquired in Dec. 2023. ~80% produced in Asia, ~20% in Europe
• Montane MT Holdings (CN) UK Acquired in May 2025. 100% produced in Asia

     

Let me know if any recent corporate shifts slipped past me or if I've missed any major brands following my clothing definition. Things about who owns what exactly are sometimes a bit vague or outdated, which makes it a bit difficult, and production is often intentionally kept even more vague. Let me know what you guys think.


r/BuyFromEU 8h ago

European Product Cheap high quality made in Poland outdoor, edc knives ZA-PAS

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90 Upvotes

First time i bought knives from my country Poland they are made here nothing from china, and i choose mystery box. Ive got 2 rly nice knives made by ZA-PAS both with 1.4116S steel(59-61 HRC), high quality knives rly well made. Small one EHO-COVERED perfect for edc. And bigger one hunting knife M10M.


r/BuyFromEU 20h ago

News Colman's Mustard brand synonymous with Norwich put up for sale

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81 Upvotes

r/BuyFromEU 10h ago

News Want to switch to European tech? Start with these 8 websites

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67 Upvotes

r/BuyFromEU 14h ago

Discussion When will Otto be available in France ?

28 Upvotes

I am from France and I am waiting for Otto (the German Amazon) to be available in France.

Do you know if they have a release date for france ?


r/BuyFromEU 15h ago

🔎Looking for alternative Fully European Antivirus Providers

20 Upvotes

I'm looking for European Antivirus Providers that in best case also don't use US Clouds so they don't fall under cloud act. From my research it seems GDATA from Germany is the only one I'm sure about (fully german company, SOC services and support centers based in Bochum, Frankfurt and Berlin) using IONOS for all cloud services.

Bitdefender is the biggest european player I could find in the market (romanian company). I couldn't really find information about their cloud services and physical location tho. As they also operate in the US, I think they may still fall under cloud act, not sure about that. Edit: Well they seem to also prominently advertise for their US indipendence so they probably also don't use US services in the background.

I'm looking especially for business security providers (Managed SOC/Managed XDR).

Edit: WithSecure seems to be the Business focused part of Finnish F-Secure.

Do you know any other european players in that market?


r/BuyFromEU 10h ago

🔎Looking for alternative Backpack brands suggestion

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15 Upvotes

Hello!

I am looking for a backpack, that I'd mostly use to and from work with a 13 inch laptop, a couple of times per week. The Mobile Solution model from Samsonite (first photo) looks great, but it's Samsonite. I found something similar at Harber London, but it's 300 quid so way too expensive.
I've checked the other threads here but most of them look way too techy.
Thank you in advance!


r/BuyFromEU 16h ago

🔎Looking for alternative European alternatives for PacSafe bags?

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7 Upvotes

Does anyone know any european alternatives to pacsafe's crosspody bags? I'm looking for something compact and designed to be more difficult to steal. Specifically: cut resistant strap, strap shouldn't detach easily, zippers should be able to lock in place


r/BuyFromEU 16h ago

🔎Looking for alternative Alternatives to Trendsplant Organic Essential T-Shirt?

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5 Upvotes

I love the T-shirt from Trendsplant. Made in Portugal/Spain and fit me well. However I am looking for EU alternatives ideally at a lower price so I can buy in bulk. Do you have any recommendations?

Criteria:
- minimal to no logo

- unicolor

- made in EU


r/BuyFromEU 5h ago

🔎Looking for alternative Under-seat backpack suggestions for Wizz Air/Ryanair?

5 Upvotes

Hello everyone!

I am looking for a backpack that can fit the personal item restrictions of budget airlines like Wizz Air or Ryanair (40x30x20). I don't mind if the backpack is slightly larger as long as it can be compressed to fit when you under pack it, and ideally I'd like it to be expandable.

I've read forums and watched some reviews but they are so US centrics that they almost always recommending exclusively american backpacks like the Osprey Travelite 26+6. I already looked through what Deuter, Vaude, Ortileb have to offer but they are a bit too sport oriented (in case I missed anything from them I would appreciate any suggestion of course). I liked the Thule options, especially the Aion 28L but that is a bit too tall and I'm not sure it would pass the checks.

CabinZero (UK) and Travelite (Germany) have some alternatives closer to the 40x30x20 size, but I was hoping you might know some other options, ideally a bit higher quality as I travel quite a lot so a budget backpack is not really what I'm looking for.

Thanks!


r/BuyFromEU 4h ago

🔎Looking for alternative Looking for European Air Duster

1 Upvotes

The above picture is just the kind of duster I'm looking for. I have one that's quite a lot bigger, which is nice for the grunt work (It's this one https://www.amazon.de/IT-Dusters-CompuCleaner-Xpert-st%C3%B8vbl%C3%A6ser/dp/B01G1Z0RF0 ), but I'd like one that's easier to manoeuvre around inside of computer cases and whatnot for the smaller spots that even the big air blower won't necessarily clean out right but also just because some times you don't need the big blower to do the job.

I'd like it to be powerful, either rechargeable or with a long cord, and have anti static filters so that it can be used with exposed electronics without causing unwanted static electricity. Would be nice with some different nozzle attachments, but I don't really care much as long as it at least has one precision nuzzle like the one pictured.

Multiple blowing intensities is a plus but not a must.

Any suggestions?


r/BuyFromEU 5h ago

🔎Looking for alternative Bolt - Home of the Bad Customer Experience

0 Upvotes

I dropped Uber in favor of Bolt. But its customer experience is beyond horrible. Anyone has good experiences with any other European alternatives?