Ouray Sportswear, Locale Outdoor acquired by L2 Brands

By

Benjamin Fitzgerald

Published
Jan 4, 2023

L2 Brands announced on Tuesday its has acquired the Ouray Sportswear and Locale Outdoor brands from apparel and accessories distributor, S&S Activewear, for an undisclosed sum.

The Hanover, Pennsylvania-based L2 Brands said the acquisitions will provide its business with "significant opportunities to capitalize on the growing market for high-quality, customized sportswear across the destination, collegiate, golf and consumer branded channels," according to a press release.

​Looking ahead, L2 plans to build on Ouray's recent success, as the business scales and expands into new product categories, geographies and end markets. 

"We are thrilled to welcome the Ouray and Locale team to the L2 family," said Paige Wingert, CEO of L2 Brands, which already owns apparel, headwear and home décor brands, League and Legacy.

"Both are a tremendous addition and highly complementary fit for L2's portfolio with significant potential for continued growth. We look forward to working with their team as we focus on bringing Ouray's and Locale's products to new customers and markets."

Founded in 1965, Ouray Sportswear (formerly known as Ski Country Imports) has grown over the last five decades into a leading supplier for apparel and headwear for the destination, collegiate, golf and corporate markets.

In 2021, Ouray acquired Locale, the maker of outdoor-inspired headwear and accessories.

That same year, Ouray and Locale were purchased by S&S as part of its acquisition of distributor TSC Apparel in 2021.

"We are pleased to reach an agreement with L2 Brands, an ideal partner with the strategic capabilities and shared mission that will best position Ouray for long-term success," said Frank Myers, CEO of S&S Activewear. "It has been a privilege to work alongside Ouray's talented team, particularly as the business has grown in partnership with S&S. We look forward to seeing all that the Ouray team will accomplish as they join L2, and we are excited to continue serving our customers as their distribution partner across North America."