A.S.Adventure outdoor equipment and apparel

A.S.Adventure is a premier European outdoor retailer that originated in Belgium. The brand's history dates back to 1937, when the Lathouwers family opened a hardware store in Hoboken. By 1958, they transitioned into selling US Army surplus equipment under the name 'Stock Americain' (hence the 'A.S.' in the current name). The modern A.S.Adventure concept was officially launched in 1995 by Emiel Lathouwers, evolving from surplus sales into a specialized destination for high-end outdoor and lifestyle products.

Today, A.S.Adventure is part of the Yonderland group (formerly A.S.Adventure Group), which also owns prominent brands like Bever in the Netherlands and Cotswold Outdoor in the United Kingdom. While the group is headquartered in Hoboken, Belgium, its products—ranging from private labels to international brands—are manufactured in various locations worldwide, depending on the specific supplier and material requirements.

Ownership of the brand has seen significant transitions. It was acquired by Lion Capital in 2008 and subsequently sold to the French private equity firm PAI Partners in 2015. Although the group faced financial restructuring during the COVID-19 pandemic involving a consortium of banks, by early 2026, PAI Partners and the company's management regained full control, solidifying its position as a leading force in European outdoor retail.