Nobody mentioned Decathlon?

I think that for a lot of stuff the quality/price ratio is unbeatable (backpacks qnd much more)

If you look for quality, no matter the price all other companies mentioned in this tread are fantastic, btw

Edit: I checked, not really made in Europe, but still a lot to do with Europe:

https://sustainability.decathlon.com/the-production-and-manufacturing-of-decathlon-products