Alpkit
Alpkit is a UK-based direct-to-consumer outdoor retailer selling performance apparel, camping gear, and Sonder bikes through Shopify e-commerce, 10 UK stores, and US/EU storefronts, supported by a repair service and B Corp certified sustainability programmes.
- Company typePrivate
- Founded2004
- HeadquartersHathersage, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
Alpkit firmographics
Firmographics- Name
- Alpkit
- Legal name
- Alpkit Group Ltd
- Website
- https://alpkit.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Alpkit is a UK-based direct-to-consumer outdoor retailer selling performance apparel, camping gear, and Sonder bikes through Shopify e-commerce, 10 UK stores, and US/EU storefronts, supported by a repair service and B Corp certified sustainability programmes.
- Ownership category
- akta.pro rank
Alpkit industry classification
Industry- Product category
- Outdoor Apparel & Equipment
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991), Textile Bag and Canvas Mills (314910)
- SIC
- Motorcycles, Bicycles & Parts (3751), Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH)
- akta.pro secondary industries
- Bike Parts & Components Retail (CRAMAHAB), Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD), Climbing & Mountaineering Gear Retail (CRAMAAAB), Cycling / MTB / E-Bike Guiding & Rentals (THAAALAG), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC), Bike Fit, Performance & Training Retail/Studios (CRAMAHAI)
Keywords
Where Alpkit is headquartered
LocationHeadquarters
- HQ city
- Hathersage
- HQ country
- United Kingdom
- HQ region
- Europe
Offices11 records
Markets served
Alpkit business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales (E-commerce): Direct online sales of outdoor clothing, footwear, camping equipment, and accessories through alpkit.com with free UK delivery over £60.
- Bicycle Sales (Sonder Brand): Sale of gravel, mountain, and road bikes under the Sonder brand, including custom frames and components. Bikes are built to order in UK.
- Retail Store Sales: Physical retail stores across 10 UK locations selling the full product range plus providing repair services.
- Repair and Wash Services: Professional outdoor clothing repair and cleaning services including zip replacement, patch repairs, waterproof reproofing, and down jacket washing.
- Foundation Impact: Alpkit contributes 1% of sales to the Alpkit Foundation supporting grassroots outdoor projects. This drives brand loyalty and customer engagement rather than direct revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard e-commerce pricing with free delivery threshold |
| Unit Pricing | Pay-as-you-go | Sonder Bikes built to order with various specifications |
| Unit Pricing | Pay-as-you-go | Repair and wash services priced by service type |
| Subscription | Annual | Member Rewards program |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels8 records
Alpkit product offering
Product offeringCore offering
Alpkit designs, manufactures, and sells performance outdoor clothing, footwear, camping equipment, and bicycles direct to consumers through its own e-commerce platform and a network of 10 UK retail stores. The company operates the Alpkit core brand, the Sonder Bikes sub-brand (UK-built gravel, mountain, and road bicycles, including custom titanium frames), and Trakke Bags (handcrafted Scottish waxed canvas bags), complemented by the UK's largest in-store outdoor gear repair service and the Alpkit Foundation charity.
Product overview
Alpkit is a UK-based performance outdoor gear retailer operating under the tagline 'Go Nice Places Do Good Things.' Its product portfolio consists of multiple distinct brands and services unified by an outdoor adventure theme. The core Alpkit brand offers technical apparel (waterproofs, insulation, baselayers, merino, fleece, footwear), camping equipment (tents, sleeping gear, camp kitchens, lighting), adventure equipment (bikepacking bags, backpacks, paddlesports, trekking poles), and outdoor swimming kit. The sub-brand Sonder Bikes provides gravel, road, and mountain bicycles designed and manufactured to order in the UK, including custom titanium frames and a full components and clothing range. A second sub-brand, Trakke Bags, offers handcrafted Scottish waxed canvas backpacks, messengers, and totes. Services include the UK's largest instore repair station (repairing all brands), the Alpkit Foundation (1% of sales funding grassroots outdoor grants), the Continuum circular economy initiative, a Member Rewards loyalty programme, cycle-to-work finance, bike try-before-you-buy rental, and event programmes including the Big Shakeout Festival and Sonder Winter Gravel Rounds. All Alpkit, Sonder, and Trakke products are B Corp certified.
Differentiator
Problem solved
Functional benefit
Brands
- Sonder Bikes: Gravel bikes, mountain bikes, road bikes, and cycling apparel. Bikes are designed and built to order in the UK.
- Trakke
- Alpkit Foundation
- Continuum
Products and services
- Alpkit Apparel & Clothing
Quantifiable outcome
- 12,657 repairs completed
- +3 more outcomes
Companies that use Alpkit
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Alpkit technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
Alpkit partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- Re:DownminorDown recycling company partnered with Alpkit to collect and repurpose used down products through circular economy initiatives. Alpkit has collected and repurposed over 2 tons of used down products since 2022.
- TrakkeminorScottish waxed canvas bag brand that joined the Alpkit family. Trakke handcrafts responsibly made gear for adventure, using premium Scottish-made wax canvas free from PFCs.
- SondercoreSonder is Alpkit's own bike brand offering gravel, mountain, and road bikes designed and built to order in the UK, including custom titanium frames.
Scale indicators9 records
Recent moves3 records
Expansion highlights5 records
Alpkit competitors and assessment
Company assessmentDirect peers
- Mountain Warehouse: Mountain Warehouse is one of the largest UK-based outdoor and hiking apparel retailers with a broad multi-category assortment and ~200+ UK stores. Directly comparable to Alpkit in target customer (UK outdoor enthusiasts) and category breadth, though it competes primarily on price rather than sustainability credentials.
- Cotswold Outdoor: Cotswold Outdoor is a UK specialist outdoor retailer with a store network and a longstanding in-store boot-fitting and repair service. Highly comparable to Alpkit on retail-store-and-service hybrid model, target customer, and product mix spanning apparel, footwear, camping, and equipment.
- Go Outdoors: Go Outdoors is one of the UK's largest outdoor specialty retailers, owned by JD Sports Fashion. It competes head-to-head with Alpkit across camping, hiking, cycling, and outdoor apparel but operates at significantly larger scale with broader assortment and more aggressive pricing.
- Rohan Outdoor Clothing: Rohan is a UK-based specialist in technical outdoor and travel clothing, with stores and a focus on durability and packability. Directly comparable to Alpkit on target customer, UK retail footprint, and durable-performance positioning, with similar mid-market premium positioning.
- Ribble Cycles: Ribble Cycles is a UK direct-to-consumer bike brand offering custom-built road, gravel, and e-bikes designed and assembled in the UK. Directly comparable to Sonder (Alpkit's bike sub-brand) on the build-to-order model, UK assembly, and gravel/road focus.
Broad incumbents
- Decathlon: Decathlon is the world's largest sporting goods retailer, offering own-brand outdoor, cycling, camping, and apparel at aggressive prices. Comparable to Alpkit as an outdoor retailer, but operates at vastly greater scale and competes on price, creating downside pressure on Alpkit's mid-market positioning.
- Patagonia: Patagonia is a global outdoor apparel leader and 1% for the Planet originator with deep sustainability credentials and repair services (Worn Wear). Comparable to Alpkit on purpose-driven branding, environmental positioning, and repair-led customer engagement, though operating at vastly larger global scale.
- Arc'teryx: Arc'teryx is a premium technical outdoor apparel and equipment brand owned by Amer Sports. Comparable to Alpkit on technical-performance positioning and apparel category, but competes in the premium tier and at much larger scale with a global retail network.
- Fjällräven: Fjällräven is a heritage Scandinavian outdoor brand known for durable backpacks (Kånken), outdoor apparel, and tents, with strong sustainability messaging. Comparable to Alpkit on heritage/quality positioning, outdoor apparel, and backpack/bag categories, though it operates at a much larger international scale.
Emerging players
- Finisterre: Finisterre is a UK-based sustainable outdoor and surfing apparel brand, B Corp certified. Comparable to Alpkit on sustainability positioning, B Corp credentials, and UK-based DTC strategy, though smaller in scale and focused on coastal/sea activities rather than mountain activities.
Market position
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Alpkit social profiles
Digital presenceAlpkit compliance and trust
Trust signalCompliance1 record
Alpkit financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alpkit leadership team
Management profileNumber of profiles
Profiles5 records
Alpkit subsidiaries and ownership
Company hierarchySubsidiaries5 records
Alpkit funding detail
Funding detailFunding overview
Funding rounds5 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alpkit M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Alpkit
What does Alpkit do?
Alpkit designs, manufactures, and sells performance outdoor clothing, footwear, camping equipment, and bicycles direct to consumers through its own e-commerce platform and a network of 10 UK retail stores. The company operates the Alpkit core brand, the Sonder Bikes sub-brand (UK-built gravel, mountain, and road bicycles, including custom titanium frames), and Trakke Bags (handcrafted Scottish waxed canvas bags), complemented by the UK's largest in-store outdoor gear repair service and the Alpkit Foundation charity.
Is Alpkit a public or private company?
Alpkit is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Alpkit founded?
Alpkit was founded in 2004. It employs 101 to 250 people.
Where is Alpkit based?
Alpkit is headquartered in Hathersage, United Kingdom, in the Europe region.
How does Alpkit make money?
Five revenue lines are on record. Product Sales (E-commerce) is the primary driver. The others are bicycle Sales (Sonder Brand), retail Store Sales, repair and Wash Services and foundation Impact.
Who are Alpkit's main competitors?
Direct peers on record are Mountain Warehouse, Cotswold Outdoor, Go Outdoors, Rohan Outdoor Clothing and Ribble Cycles. Broad incumbents are Decathlon, Patagonia, Arc'teryx and Fjällräven. Finisterre is listed as an emerging player.
Does Alpkit have an API?
No public API is recorded for Alpkit.
What industry is Alpkit in?
Alpkit's product category is Outdoor Apparel & Equipment. Its primary akta.pro industry code is CRAMABAH, Cycling & Bike Retail (Sales, Service & Accessories), with a secondary code of CRAMAHAB, Bike Parts & Components Retail. Its NAICS code is 336991 and its SIC code is 3751.