Suppliers of branded outdoor and camping equipment

Date of investment
November 2016
GCP team members
Contributing Sustainable Development Goals


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:

People & Organisation

  • Recruitment of experienced Chair
  • Recruitment of a CFO and internal promotions of Marketing and Product Directors as part of a management succession plan
  • Recruitment of an industry-experienced Sales Director
  • Support for wider equity participation through new equity options scheme

Driving Growth

  • Product development including a new range of sustainable products
  • Refinement of product categories and rationalisation

Systems & Processes

  • Upgrading and investing in new ERP systems
  • Investing in a new brand showroom at the head office to showcase latest products to customers
  • Investing in new warehouse for in-house distribution

Doing the right thing - our role in sustainable investing

AMG has a long history of product innovation and places significant emphasis on sustainable production processes and sustainable products. Some of the key initiatives include:

  • Establishing an Earth Collection which is products made from waste materials recycled plastic bottles – which was equivalent to 1.9 million bottles during 2021.
  • AMG Services extend the life of products by repairing them to reduce the carbon footprint of the production process.
  • Charitable work with partnerships with the National Trust, Trees for Life and Shelter Box
  • AMG has funded student internships within product design, graphic design and supply chain functions.

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