Here’s a clear analysis of the Outdoor Clothing industry. Search demand is choppy but opportunity‑rich. The market’s leaders have maintained visibility by pairing strong brand demand with site experience and authoritative content. Challenger brands are climbing fast by owning specific use‑cases (think “ultralight”, “repair”, “recycled”), tightening technical SEO, and building communities that travel between Google, social and product pages. That mix is what pushed Passenger Clothing into the conversation again this year.
If you’re comparing reviewing your strategy, planning next quarter, or just having a nosy, this outdoor clothing industry is for you.
Which outdoor clothing brands dominate organic traffic? (Top 30)
Here’s how the Top‑30 brands in the market stack up. “Organic Traffic” is from Ahrefs used as a reliable comparative index (not GA sessions). Bigger = more non‑brand search opportunity captured.
| Rank | Brand (domain) | Organic Traffic Jul 2025 | Organic Traffic Jul 2024 | YoY change |
| 1 | Decathlon (decathlon.co.uk) | 1,819,929 | 1,502,745 | +21% |
| 2 | GO Outdoors (gooutdoors.co.uk) | 1,499,767 | 1,223,681 | +23% |
| 3 | The North Face (thenorthface.co.uk) | 892,895 | 855,320 | +4% |
| 4 | Cotswold Outdoor (cotswoldoutdoor.com) | 397,003 | 350,430 | +13% |
| 5 | Trespass (trespass.com) | 324,896 | 321,103 | +1% |
| 6 | Regatta (regatta.com) | 318,884 | 322,066 | –1% |
| 7 | Stanley 1913 (uk.stanley1913.com) | 240,624 | 197,533 | +22% |
| 8 | Berghaus (berghaus.com) | 237,465 | 201,649 | +18% |
| 9 | Blacks (blacks.co.uk) | 233,652 | 311,103 | –25% |
| 10 | Millets (millets.co.uk) | 223,451 | 221,903 | +1% |
| 11 | Arc’teryx (arcteryx.com) | 175,153 | 141,138 | +24% |
| 12 | Moncler (moncler.com) | 165,306 | 156,121 | +6% |
| 13 | RAB (rab.equipment) | 162,957 | 169,728 | –4% |
| 14 | Patagonia (eu.patagonia.com) | 161,111 | 192,813 | –16% |
| 15 | Salomon (salomon.com) | 154,352 | 148,569 | +4% |
| 16 | Columbia Sportswear (columbiasportswear.co.uk) | 154,042 | 163,082 | –6% |
| 17 | Snow+Rock (snowandrock.com) | 152,530 | 128,268 | +19% |
| 18 | Passenger Clothing (passenger-clothing.com) | 129,540 | 83,696 | +55% |
| 19 | Alpinetrek (alpinetrek.co.uk) | 88,590 | 104,556 | –15% |
| 20 | Craghoppers (craghoppers.com) | 87,716 | 66,486 | +32% |
| 21 | SCARPA (scarpa.co.uk) | 86,112 | 62,952 | +37% |
| 22 | Schöffel Country (schoffelcountry.com) | 83,227 | 65,434 | +27% |
| 23 | Fjällräven (fjallraven.com) | 80,802 | 97,845 | –17% |
| 24 | Helly Hansen (hellyhansen.com) | 75,684 | 70,939 | +7% |
| 25 | Mountain Equipment (mountain‑equipment.com) | 72,355 | 76,666 | –6% |
| 26 | SportPursuit (sportpursuit.com) | 72,165 | 66,914 | +8% |
| 27 | Absolute Snow (absolute‑snow.co.uk) | 70,482 | 51,586 | +37% |
| 28 | Merrell (merrell.com) | 70,264 | 79,538 | –12% |
| 29 | ECCO (gb.ecco.com) | 69,679 | 67,648 | +3% |
| 30 | Saltrock (saltrock.com) | 68,895 | 56,770 | +21% |
For the full list, download the 69-page outdoor retail market report.
Why it matters
Leaders mix brand demand with breadth of non‑brand rankings. Decathlon and GO Outdoors have huge headroom to turn that visibility into revenue with CRO and content that routes users to the right product faster. Climbers like SCARPA, Craghoppers, and Passenger Clothing show the upside of focused content hubs and solid technical SEO. If you’re mid‑market, target page‑type depth (category intros, buyer’s guides, fit & care, repairs) and optimised internal linking.
Who gained ground – and who slipped? (YoY view)
Winners outpaced the market by double digits. Passenger Clothing (+55%) and SCARPA (+37%) are the standout climbers in the Top‑30. On the flip side, Blacks (–25%) and Fjällräven (–17%) show what happens when content gets thin, technical debt compounds or you over‑index on promotions versus evergreen value. Use this as a sense‑check for your own YoY growth.
Brand demand & community: who gets searched for most?
Brand awareness props up everything else. The top end is obvious (GO Outdoors, Decathlon, The North Face), but the real signal comes when you blend brand searches with owned social reach. That’s the best proxy for audience you can activate on demand. Here’s the Top list straight from the dataset.
Which brands lead digital brand awareness? (brand searches × owned social)
Brand Searches is average monthly UK branded search volume. Owned Social Score is Salience’s composite of followers + engagement across major platforms. Higher is better for both.
| Rank | Brand (domain) | Brand Searches (UK) | Owned Social Score |
| 1 | The North Face (thenorthface.co.uk) | 165,000 | 14,722 |
| 2 | Moncler (moncler.com) | 135,000 | 13,100 |
| 3 | GO Outdoors (gooutdoors.co.uk) | 1,000,000 | 795 |
| 4 | Patagonia (eu.patagonia.com) | 201,000 | 3,636 |
| 5 | Decathlon (decathlon.co.uk) | 823,000 | 542 |
| 6 | Arc’teryx (arcteryx.com) | 135,000 | 3,000 |
| 7 | Salomon (salomon.com) | 60,500 | 4,108 |
| 8 | ECCO (gb.ecco.com) | 40,500 | 4,810 |
| 9 | Helly Hansen (hellyhansen.com) | 90,500 | 2,022 |
| 10 | Fjällräven (fjallraven.com) | 60,500 | 2,349 |
| 11 | Merrell (merrell.com) | 22,200 | 5,038 |
| 12 | Blacks (blacks.co.uk) | 368,000 | 292 |
| 13 | Cotswold Outdoor (cotswoldoutdoor.com) | 165,000 | 414 |
| 14 | SportPursuit (sportpursuit.com) | 90,500 | 737 |
| 15 | Berghaus (berghaus.com) | 90,500 | 599 |
| 16 | Passenger Clothing (passenger-clothing.com) | 60,500 | 874 |
| 17 | Regatta (regatta.com) | 135,000 | 279 |
| 18 | Jack Wolfskin (jack-wolfskin.co.uk) | 33,100 | 1,058 |
| 19 | Columbia Sportswear (columbiasportswear.co.uk) | 5,400 | 5,388 |
| 20 | Millets (millets.co.uk) | 110,000 | 205 |
| 21 | Trespass (trespass.com) | 135,000 | 133 |
| 22 | Craghoppers (craghoppers.com) | 49,500 | 243 |
| 23 | Mountain Equipment (mountain-equipment.com) | 40,500 | 286 |
| 24 | Montane (montane.com) | 22,200 | 317 |
| 25 | Saltrock (saltrock.com) | 40,500 | 155 |
| 26 | Alpkit (alpkit.com) | 33,100 | 139 |
| 27 | Snow+Rock (snowandrock.com) | 49,500 | 92 |
| 28 | Ellis Brigham (ellis-brigham.com) | 33,100 | 92 |
| 29 | Musto (musto.com) | 14,800 | 192 |
Big brands like Decathlon and GO Outdoors have vast branded demand; The North Face and Moncler pair that with heavyweight social reach. Mid‑pack risers like Passenger Clothing convert a smaller base into meaningful awareness by building community content that travels between social and search.
Which outdoor clothing brands are gaining brand searches? (emerging)
| Brand | Monthly Brand Searches | Interest trend |
| Decathlon | 823,000 | +22% |
| Salomon | 60,500 | +22% |
| Passenger Clothing | 60,500 | +7% |
| Saltrock | 40,500 | +7% |
| Tiso | 33,100 | +7% |
| Towsure | 12,100 | +1% |
| Nevisport | 9,900 | +22% |
| Outdoor World Direct | 1,900 | +22% |
| RAB Equipment | 720 | +7% |
| Schöffel Country | 590 | +14% |
| Stanley 1913 | 390 | +7% |
…and who’s losing branded demand? (receding)
| # | Brand | Monthly Brand Searches | Interest trend |
| 1 | GO Outdoors | 1,000,000 | –6% |
| 2 | Blacks | 368,000 | –18% |
| 3 | Patagonia | 201,000 | –6% |
| 4 | The North Face | 165,000 | –33% |
| 5 | Cotswold Outdoor | 165,000 | –18% |
| 6 | Regatta | 135,000 | –19% |
| 7 | Arc’teryx | 135,000 | –13% |
| 8 | Moncler | 135,000 | –13% |
| 9 | Millets | 110,000 | –28% |
| 10 | Helly Hansen | 90,500 | –13% |
| 11 | Fjällräven | 60,500 | –18% |
| 12 | Craghoppers | 49,500 | –13% |
| 13 | Snow+Rock | 49,500 | –13% |
| 14 | Mountain Equipment | 40,500 | –28% |
| 15 | ECCO | 40,500 | –12% |
| 16 | Jack Wolfskin | 33,100 | –38% |
| 17 | Rohan | 33,100 | –13% |
| 18 | Ellis Brigham | 33,100 | –12% |
| 19 | Montane | 22,200 | –19% |
| 20 | Merrell | 22,200 | –6% |
| 21 | Musto | 14,800 | –6% |
| 22 | Trekitt | 12,100 | –42% |
| 23 | Ultimate Outdoors | 12,100 | –18% |
| 24 | Absolute Snow | 12,100 | –18% |
| 25 | SCARPA | 12,100 | –1% |
| 26 | Vango | 9,900 | –5% |
| 27 | Sealskinz | 9,900 | –7% |
| 28 | Ultralight Outdoor Gear | 8,100 | –7% |
| 29 | Attwoolls | 6,600 | –18% |
| 30 | Winfields Outdoors | 6,600 | –8% |
Trust signals
Third‑party reviews underpin conversion, especially on big‑ticket items. Here’s a cut of the review leaderboard by volume and score.
Which outdoor clothing sites have the strongest review footprint?
| Rank | Site (brand) | No. of reviews | Avg. score |
| 1 | passenger-clothing.com (Passenger Clothing) | 230,344 | 4.8 |
| 2 | millets.co.uk (Millets) | 96,381 | 4.8 |
| 3 | gb.ecco.com (ECCO) | 129,630 | 4.3 |
| 4 | blacks.co.uk (Blacks) | 64,429 | 4.7 |
| 5 | sportpursuit.com (SportPursuit) | 48,797 | 4.7 |
| 6 | saltrock.com (Saltrock) | 19,609 | 4.9 |
| 7 | winfieldsoutdoors.co.uk (Winfields Outdoors) | 19,750 | 4.8 |
| 8 | ellis-brigham.com (Ellis Brigham) | 17,504 | 4.6 |
| 9 | montane.com (Montane) | 11,306 | 4.9 |
| 10 | gooutdoors.co.uk (GO Outdoors) | – | – |
Note: This slice shows a small sample. The complete list is in the master sheet and will populate here when shared in a canvas‑friendly format.
Site speed still pays the bills
Fast sites win attention and reduce bounce rates. Among outdoor retailers, these are the current pace‑setters for page speed.
Who tops the page‑speed leaderboard?
| Rank | Brand (domain) |
| 1 | Outdoor World Direct (outdoorworlddirect.co.uk) |
| 2 | Alpinetrek (alpinetrek.co.uk) |
| 3 | SCARPA (scarpa.co.uk) |
| 4 | Cotswold Outdoor (cotswoldoutdoor.com) |
| 5 | Snow+Rock (snowandrock.com) |
| 6 | Grisport (grisport.co.uk) |
| 7 | Columbia Sportswear (columbiasportswear.co.uk) |
| 8 | Millets (millets.co.uk) |
| 9 | Absolute Snow (absolute-snow.co.uk) |
| 10 | Mountain Equipment (mountain-equipment.co.uk) |
If you’re lagging, fix LCP images, preload critical fonts, and trim JavaScript in templates that drive money (PLPs, PDPs, checkout).
Want the lot? Grab the full Outdoor Clothing industry report
- Get the full dataset – including 11 of the most important marketing KPIs – in the free report: Get the Outdoor Retailers Report.
- Learn how we execute – if you’re an eCommerce team, see our approach to search growth here: see our eCommerce SEO approach.
- See it in action – see our strategy tare down of Passenger clothing.