Sweden’s USWE Sports Buys Soft Luggage Maker Giant Loop

Swedish action backpack manufacturer USWE Sports is looking to expand to the North American markets. To this end, the Scandinavians recently acquired Oregon-based Giant Loop.

Headquartered in Bend, OR, Giant Loop is famed for its soft luggage designs for off-road motorcycling. Now, its product range will continue to live under the USWE brand.

According to the companies, they both stand to benefit from combining their forces. USWE will be able to expand into the North American market and receives a strong position in the powersports market with Giant Loop’s panniers, saddlebags, tank bags, and dry bags.

Giant Loop’s bags, on the other hand, can ship its products through USWE’s global distribution network. As a result, riders in Scandinavia and beyond can get access to the company’s bags.

Included in the sale is also Armadillo Bag, a new automotive gear company launched by Giant Loop’s founder, Harold Olaf Cecil.

“Giant Loop is a perfect partner for USWE in the U.S. … Our two product lines also perfectly match each other, where USWE focuses on the rider and Giant Loop focuses on the bike gear,” said USWE Sports CEO Jacob Westerberg in a statement.

“So far, Giant Loop has been developing soft luggage for off-road and adventure motorcycles. However, we see great potential in developing bags and luggage also for e-bikes, mountain bikes, and gravel bikes,” he added.

Giant Loop was founded in 2008 with the goal to produce premium products for dual sport and ADV bikes. In addition, the firm manufactures crossover gear for UTVs, snow bikes, and snowmobiles.

USWE Sports got its start in 2007 when its founding team grew tired of poor backpack designs while riding Sweden’s dirt trails. USWE’s bounce-free NDM harness technology has won a design award thanks to its innovative construction.