USWE Sports AB Acquires American Motorcycle Soft Luggage Company Giant Loop LLC


Press release | June 22, 2022

Giant Loop’s products will eventually be offered through USWE’s global distribution network.

This is a press release from Giant Loop…

Photos courtesy of Giant Loop/Donni Reddington

Bend, Ore. (June 22, 2022) – USWE Sports AB, an award-winning technology and publicly traded backpack company based in Malmö, Sweden, has acquired Bend-based Giant Loop LLC, a successful powersports brand known for its innovative dirt bike soft luggage designs. The purchase contract was signed today and the transaction is expected to be finalized on July 1.

This acquisition gives USWE a strong position in the premium segment of saddlebags, saddlebags, tank bags and dry bags for the off-road powersports market. Giant Loop’s headquarters in Bend provides USWE with a base of operations in the United States for further expansion in North America. Both companies’ products are expected to reach new customers through the overlap of each company’s pre-existing customer bases, and Giant Loop’s products will be offered through USWE’s global distribution network.

Armadillo Bag LLC, a new automotive brand created by the founder of Giant Loop, is also included in the acquisition. The focus on international land travel provides new markets and sales channels for the products of the three companies.

Giant Loop LLC was founded in 2008 by owner Harold Olaf Cecil. The company designs and manufactures a premium product portfolio with dual-sport and adventure motorcycles as its primary focus and UTVs, snowmobiles and snowmobiles representing the crossover powersports markets. Product design and development and all other major business functions are based in Bend, and production is outsourced to facilities in the United States, as well as factories in Asia. Sales are generated through an omnichannel model, where the split between D2C and B2B is roughly 50/50.

Cecil will continue to lead the company for at least two years, focusing on better integration between USWE and Giant Loop. He will also be one of the main shareholders of USWE.

“Giant Loop is an ideal partner for USWE in the United States,” said Jacob Westerberg, CEO of USWE Sports. We launched our companies during the same period and our founders met at the beginning of each company’s history. We share similar corporate values, as well as a product design and development vision. Our two product lines also complement each other perfectly, where USWE focuses on the rider and Giant Loop focuses on bike gear. So far, Giant Loop has developed soft luggage for off-road and adventure motorcycles. However, we see great potential in the development of bags and luggage also for e-bikes, mountain bikes and gravel bikes. The line between a motorcycle and a bicycle is becoming increasingly blurred, and we would like to provide the best equipment available for new bikes and new riders. Giant Loop is headquartered in Bend, Oregon, an ideal location for the USWE and our focus for years to come, whether on bikes, on foot or on skis. Together, we have already identified several synergies in sales, distribution and manufacturing and we look forward to implementing and benefiting from them. I am confident that this acquisition will massively strengthen Giant Loop and USWE.

“I am delighted with the transaction with USWE Sports,” says Cecil. “For me, this acquisition represents the culmination of 15 years of work in my life. The excellent fit of our markets, brands and corporate cultures truly complements the strengths of both companies. We’ve been using, selling, and promoting USWE products ourselves for many years now at Giant Loop, and we look forward to working with such an innovative, category-leading brand and company.

“Uswe” (pronounced YOU-SWII) is Swedish slang for “kick ass”. The company is highly regarded for its patented “No Bouncing Monkey” harness technology for performance backpacks developed for high-impact action sports, such as dirt biking, mountain biking, trail running, skiing and snowmobiling. Innovative NDM harness technology makes the packs 100% bounce free in action and allows the user the freedom to move and breathe without impeding their style.

The team behind USWE grew up on dirt bikes in the Swedish countryside. Out of frustration with the backpack designs of the time, the founders purchased a used industrial sewing machine in 2007 and began creating their own designs – a parallel story to the creation and development of Giant Loop.

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