Maier Sports Group, the German snow sports and outdoor apparel brand, is to be taken over by Schwan-Stabilo, the German group that is already the owner of Deuter and Ortovox, for an undisclosed price.

Martin Riebel, chief executive at Deuter and Schwan-Stabilo Outdoor, said that Maier Sports neatly complemented the group's offering in the outdoor market with two strong brands: Maier and Gonso, a bicycle apparel brand belonging to the Maier Sports Group. Riebel describes the combination of the Deuter, Ortovox, Maier and Gonso brands as an outstanding mix of hike, bike, snow and rock products.

Employing about 160 people, Maier is established in Köngen, not far from Stuttgart, while Gonso is in Albstadt, in the Swabian Alps. Maier Sports has its own production site in Turkey and another through a joint venture in China. These plants focus on the Maier and Gonso brands, while turning out small quantities of private label products.

Riebel says Schwan-Stabilo's strategy calls for the four brands to operate independently in terms of marketing and distribution. They may share a few resources when this appears to be the most suitable option, but the growing and profitable Maier group was not bought for synergies. The takeover could support the international expansion of the Maier and Gonso brands, which both make an estimated 80 percent of their turnover in the German-speaking countries.

The Gonso business comprises Rono, a running apparel brand acquired by Maier Sports four years ago. A spokesman said Rono was not currently distributed by retailers, but the brand is used for special projects in team sports, running and triathlon. It was established by Simone Mayer, a former triathlon champion who is one of the three top management members at the Maier Sports Group.

Maier Sports has been owned since 2011 by the Findos Investor equity firm, which bought it from the Maier family. The latest transaction is subject to approval by the German cartel office.