AMG
Suppliers of branded outdoor and camping equipment
Contributing Sustainable Development Goals
Background
AMG is a supplier of branded outdoor equipment. It celebrated its 50th anniversary in 2017 though its roots can be traced back to 1847 providing equipment for many historic expeditions, the Scouts, Duke of Edinburgh’s Award and generations of outdoor enthusiasts.
Renowned for designing and developing expedition equipment used for decades in the world’s most extreme environments, AMG has, over time, expanded its ranges to include family tents, awnings, sleeping bags, rucksacks and camping equipment. Its impressive portfolio includes market-leading brands such as Vango®, F10 Series®, Lichfield® and Blacks of Greenock®. In addition, AMG is the long term distributor of Rossignol® snowsports equipment and apparel, Swedish stove brand Trangia® and Wayfayrer® expedition food. AMG’s head office is in Glasgow, employing over 100 people across the UK and EMEA.
We partnered with Stephen Newlands (CEO) and his team through a minority investment in November 2016.
Our investment partnership
AMG have an established market leading and premier brand with exceptional heritage. Its strong brands, alongside AMG’s reputation for innovation and its successful track record of bringing new technologies and products to market underpin an exciting growth opportunity, both in the UK and around the world.
Strategic support through our Growth Toolkit
Since our investment we have closely supported Steve and his team with numerous strategic growth initiatives, leveraging our Growth Toolkit and Network:
Strategic Clarity
Business Shape
-
Strategy - Refinement of product categories and rationalisation
Proposition
-
Product Strategy - Product development including a new range of sustainable products
Accelerating Growth
Commercial
-
Sales/GTM - Invested in a new brand showroom at the head office to showcase latest products to customers
- Invested in a new warehouse for in-house distribution
People & Organisation
Leadership
-
Senior Team - Recruitment of an experienced Chair
-
Org Structure - Recruitment of an industry-experienced Sales Director
-
Succession Planning - Recruitment of a CFO and internal promotions of Marketing and Product Directors as part of a management succession plan
Talent & Culture
-
People Function - Support for wider equity participation through new equity options scheme
Platform for Success
Finance and Operations
-
Operating Systems - Upgraded and invested in new ERP systems