aulp

What aulp does

AULP is a French outdoor apparel brand founded in 2017 in Rumilly, Haute-Savoie, and operated under parent company AMATEIS SAS. The company designs and sells technical outdoor clothing, footwear, and accessories for mountain activities including skiing, hiking, trail running, and mountaineering, as well as lifestyle wear for men, women, and children. AULP serves customers across 17 European countries primarily through direct-to-consumer e-commerce (www.aulp.fr), with a secondary presence in partner retail stores and a co-marketing partnership with the Pra Loup ski resort.

The product portfolio is structured around a 3-layer modular clothing system — base layer for moisture management, mid-layer fleeces for thermal insulation (100-400 g/m² grammage options), and outer layers (softshell and hardshell jackets) featuring technical membranes rated from 5,000 mm to 20,000 mm Schmerber for waterproofing and 5,000-20,000 g/m²/24h for breathability. Flagship technical offerings include the RIMAY hardshell jacket with a 20,000/20,000 membrane, sealed seams, and waterproof zips, alongside fleeces, hiking pants, T-shirts, backpacks (DABAS, VERDI20, MOERA, MALMO), trekking poles (TREK, ALL MOUNTAIN), and the Vertigo Alpes footwear line. The brand operates at accessible price points (€19.90-€179.90) and has committed to sourcing 50% of its collection from low-impact materials by 2025.

The business model is direct-to-consumer e-commerce with seasonal outlet sales (30-50% discounts on past-season inventory) and select partner retail distribution. Marketing is content-driven via an educational blog that doubles as SEO acquisition, an email newsletter (offering 10% off first order), and organic social media on Facebook and Instagram — with no paid advertising channels disclosed. Conversion is supported by payment flexibility (Klarna 3-installment, Apple Pay, Google Pay), free shipping over €100, and a 30-day return policy. The company has no disclosed institutional investment and is managed by founder Philippe Simond; share capital is €38,112.25 with a headcount of 1-10.

Name

aulp

Legal name

AMATEIS

Website

https://aulp.fr

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

AULP is a French DTC outdoor apparel brand (founded 2017, Rumilly) designing technical clothing, footwear, and accessories for skiing, hiking, and mountain activities, selling direct-to-consumer across 17 European countries at accessible price points.

Ownership category

akta.pro rank

Product category

Outdoor Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Shoe Retailers (45821), Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651), Retail-Shoe Stores (5661)

akta.pro primary industry

Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK)

akta.pro secondary industries

Camping, Hiking & Backpacking Gear Retail (CRAMAMAA), Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB)

Keywords

• Technical outdoor apparel
• Ski jackets
• Hiking backpacks
• Fleece mid-layers
• Mountain clothing

Headquarters

HQ city

Rumilly

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Apparel and equipment direct sales: AULP generates revenue through direct-to-consumer sales of technical outdoor clothing and accessories via its e-commerce website. Products include jackets (softshell, hardshell ski, waterproof), fleeces, T-shirts, pants, shorts, footwear, backpacks, hiking poles, and accessories. Revenue is generated through one-time product purchases at listed retail prices. The company also operates an outlet section for discounted past-season products.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

AULP designs and sells technical outdoor clothing, footwear and accessories for mountain and urban activities for men, women and children. Its range spans ski jackets, softshell and hardshell outerwear, fleece mid-layers, hiking pants and shorts, technical T-shirts, hiking backpacks, trekking poles and waist packs, organised around a modular 3-layer layering system. The brand sells directly via its e-commerce site www.aulp.fr and through partner retail stores across Europe.

Product overview

AULP is a French outdoor apparel brand founded in 2017 in the Haute-Savoie region of the French Alps, specializing in technical clothing and equipment for mountain activities including skiing, hiking, and outdoor sports. The product portfolio consists of a unified clothing and accessories line organized across genders (Men, Women, Children) and activity types (Ski, Hiking, Lifestyle). Core products include technical outerwear such as the SANDI ski jacket, softshell jackets (NELKA, DUFFY, EPERI, CURRY), waterproof hardshell jackets (RIMAY, CAREY), and fleece mid-layers (DIANE, DRAKE, DANTE, DIMAL). Equipment offerings encompass hiking backpacks (DABAS 13L, VERDI20, MOERA 10L, MALMO 25L), trekking poles (TREK, ALL MOUNTAIN), and accessories (waist pack VAREN, caps). The 3-layer layering system guides product design, with each layer serving specific functions: base layers for moisture evacuation, mid-layers (fleeces) for thermal insulation, and outer layers (softshell/hardshell jackets) for weather protection. The brand emphasizes environmental commitment with a goal to create 50% of its collection with low environmental impact by 2025.

Differentiator

Problem solved

Functional benefit

Products and services

• Ski Jackets Women's and men's ski jackets such as the SANDI, featuring 5K-20K Schmerber waterproof ratings, 5K-20K g/m²/24h breathability, removable snow skirts, adjustable hoods, ski pass pockets and Lycra thumb-loop cuffs. Designed for skiing, ski touring and alpine winter use.
• Softshell Jackets Softshell jackets such as NELKA and DOLAN providing water-repellent, wind-resistant and breathable protection with removable hoods and central zip ventilation, for hiking and active outdoor pursuits.
• Hardshell / Waterproof Jackets Waterproof hardshell jackets including RIMAY (20,000/20,000 membrane) and CAREY with sealed seams, waterproof zips, adjustable cuffs and high-spec weather protection for hiking, trail running, climbing and camping.
• Fleece Mid-Layers Fleece jackets such as DIANE, DRAKE, DANTE and DIMAL, available in lightweight (100-200 g/m²), midweight (200-300 g/m²) and warm (300-400 g/m²) grammage variants. Used as intermediate insulating layers in the AULP 3-layer system.
• Technical T-Shirts Breathable men's and women's technical T-shirts such as TOMMY, designed as base layers for moisture wicking during outdoor activities.
• Hiking Pants and Shorts Men's hiking pants such as DUPON and hiking shorts such as DEREK, plus ski pants with 10K-20K waterproof/breathable ratings, snow gaiters, Cordura reinforcement and thigh ventilation zips.
• Hiking Backpacks Hiking backpacks including DABAS 13L, VERDI 20L and MALMO 25L/35L featuring airmesh back ventilation, multiple pockets, adjustable chest and waist straps and integrated rain covers for 1-3 day trips.
• Trail Running Pack MOERA 10L trail running pack with integrated hydration reservoir, designed to keep runners hydrated without breaking stride.
• Hiking Poles Telescopic hiking poles including TREK and ALL MOUNTAIN with tungsten carbide tips, ergonomic straps and quick length adjustment, designed for balance and leg support across hiking and trekking.
• Waist Pack Lightweight VAREN waist/belt pack for carrying essentials during outdoor activities without needing a backpack.
• Caps and Accessories Outdoor lifestyle accessories such as the DADDY baseball cap and other small gear items completing the AULP mountain-lifestyle collection.

Quantifiable outcome

• Ski jacket waterproof ratings from 5,000 mm to 20,000 mm Schmerber
• +5 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature6 records

Partnerships

One partnership is on record.

• Pra Loup Ski Resort (Office de Tourisme de Pra Loup)coreStrategic or Co-development Partner · 1 January 2024AULP is a partner of the Pra Loup Tourist Office in the Southern French Alps. Through this partnership, AULP equips members of the Tourist Office, gaining brand visibility and credibility within a ski resort community. The partnership is founded on shared values of mountain engagement, commitment to outdoor culture, and authentic Alpine heritage. The ski resort features prominently in AULP's marketing content, and the collaboration includes co-branded event presence.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Picture Organic Clothing: French outdoor and ski apparel brand with a strong sustainability positioning, selling technical jackets, fleeces and base layers DTC and through European resellers. Highly comparable to AULP's mountain-to-lifestyle assortment, European footprint and environmental messaging.
• Cimalp: French outdoor apparel brand founded in the Alps, selling technical hiking, skiing and mountaineering clothing for men and women via DTC. Comparable to AULP in target customer (French mountain enthusiasts), product mix (technical layers, softshells, hardshells) and DTC-led distribution model.
• Eider: French outdoor apparel brand producing technical ski, mountaineering and hiking clothing. Comparable to AULP on French mountain heritage, technical apparel focus and target mountain sport customers.
• Lafuma: French outdoor brand offering hiking, mountaineering and ski apparel and equipment. Comparable product mix (technical layers, mountain footwear) and French outdoor heritage, though broader distribution through mass-market retail.
• Millet: Historic French mountaineering apparel and equipment brand producing technical jackets, fleeces and ski gear. Shares AULP's French-Alpine heritage, technical apparel positioning and target customer of mountain sport practitioners.

Emerging players

• Houdini Sportswear: Scandinavian outdoor apparel brand with a strong sustainability and modular layering positioning, selling technical outerwear and mid-layers DTC across Europe. Closely comparable to AULP on layering philosophy, sustainability commitments and DTC-first European distribution.

Broad incumbents

• Salomon: Heritage French alpine brand (now owned by Amer Sports) selling technical apparel, footwear and equipment for skiing, trail running and hiking. Comparable mountain activity focus, French origin and ski-touring customer base, though operating at much larger scale and primarily through sporting goods retail.
• The North Face: Global outdoor apparel and equipment brand covering ski, hiking and mountaineering categories. Overlaps AULP on ski jackets, fleeces and layering systems, but at a premium price point and global scale with strong wholesale and DTC presence.
• Patagonia: Global outdoor apparel brand with a leadership position in sustainability and technical mountain clothing. Comparable to AULP on product category (technical layers, fleeces, hardshells) and sustainability narrative, though operating at vastly greater global scale and brand recognition.
• Quechua (Decathlon): Decathlon's flagship mountain and hiking brand offering apparel, footwear and gear at value price points across Europe. Overlaps AULP on hiking and ski categories but operates at vastly greater scale with proprietary retail stores and broader assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/aulp-sportswear

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about aulp