Our FREE Outdoor Clothing Report looks at the top 50 retail brands in the industry & ranks them on key online performance metrics.

Brands Featured

  • thenorthface.co.uk
  • gooutdoors.co.uk
  • mountainwarehouse.com
  • tog24.com
  • fjallraven.co.uk
  • salomon.com
  • cotswoldoutdoor.com
  • blacks.co.uk
  • jack-wolfskin.co.uk
  • berghaus.com
  • mammut.com
  • millets.co.uk
  • columbiasportswear.co.uk
  • snowandrock.com
  • trespass.com
  • ospreyeurope.com
  • icebreaker.com
  • regatta.com
  • rab.equipment
  • lasportiva.com
  • craghoppers.com
  • alpkit.com
  • ellis-brigham.com
  • vango.co.uk
  • montane.co.uk
  • rohan.co.uk
  • tiso.com
  • ultimateoutdoors.com
  • campingworld.co.uk
  • absolute-snow.co.uk
  • nevisport.com
  • quechua.co.uk
  • blackdiamondequipment.com
  • towsure.com
  • outwell.com
  • seatosummit.co.uk
  • vaude.com
  • hawkshead.com
  • tauntonleisure.com
  • alpinetrek.co.uk
  • outdooraction.co.uk
  • simplyhike.co.uk
  • trekitt.co.uk
  • winfieldsoutdoors.co.uk
  • uttings.co.uk
  • worldofcamping.co.uk
  • ultralightoutdoorgear.co.uk
  • grisport.co.uk
  • alloutdoor.co.uk
  • surfanic.co.uk
  • gelert.com
  • attwoolls.co.uk
  • fieldandtrek.com
  • highlander-outdoor.com
  • outdoorworlddirect.co.uk
  • outdoorlook.co.uk
  • phdesigns.co.uk
  • canvastentshop.co.uk
  • khyam.co.uk
  • gapyeartravelstore.com
  • nightgearstore.com
  • facewest.co.uk
  • mountainhardwear.com
  • outdoormegastore.co.uk

Show More Brands

What to expect inside

  • 2021 Outdoor Clothing Market Report front cover
  • 2021 Outdoor Clothing Market Report intro page
  • 2021 Outdoor Clothing Market Report Organic Visibility YoY Table
  • 2021 Outdoor Clothing Market Report Winners & Losers

Latest insights

  • thenorthface.co.uk has the best Brand Reach Score in the industry
  • gaynor.co.uk has the best page speed across both mobile and desktop
  • Sites that have grown considerably in SEO visibility YOY are: snowandrock.com, mountainwarehouse.com and magrigg.co.uk
  • Sites that have lost visibility in the last year are: millets.co.uk, blacks.co.uk, gooutdoors.co.uk

10 minutes Reading time

1-50 Brands Ranked

Report updated September 2021

What to expect from our Outdoor Retailers Report

It’s that time in the year where we go adventuring around the outdoor retailer space, exploring the strategy behind some of the online brands within. In this report, you’ll discover which brands have reached the summit with their online marketing, and which ones have left their waterproofs at home.

We dig into this industry in forensic detail, pulling out all the important metrics that make up a fantastic online strategy. Visibility, keyword opportunities, and page speed are all investigated to give you a comprehensive overlook of what’s happening within the outdoor retailer industry.

If you’re an online outdoor brand and want to seriously upgrade your marketing methods and techniques this year, get your hands on this free report using the form above.

The winners and losers in the online outdoor retailer industry

The outdoor retailer industry has seen better years than 2020. In total, the market has declined by -6% and half of the top 10 results aren’t looking too peachy.

Many of the top 10 saw a visibility decrease in 2021 with some brands experiencing a drop of -28%. These include some household brands as well, such as Trespass, Millets, and The NorthFace.

Of course, there are a couple of brands in the bunch that has done well and improved in visibility. These brands include Cotswold Outdoor, Garmin, and Snow And Rock. Although the last one is specifically for snow and climbing-related sports, these are brands to look into deeper if you’re looking to improve your online strategy this year and beyond.

Want to see the finite details and see where your brand came in our league table? Get the free report now and find out.

Which are the biggest online outdoor retailers in 2021?

Here is a quick rundown of the top 10 sites:

  1. gooutdoors.co.uk
  2. cotswoldoutdoor.com
  3. blacks.co.uk
  4. garmin.com
  5. snowandrock.com
  6. mountainwarehouse.com
  7. millets.co.uk
  8. thenorthface.co.uk
  9. absolute-snow.co.uk
  10. regatta.com

Which outdoor clothing retailers have seen the biggest online growth in 2021?

  1. garmin.com (17%)
  2. snowandrock.com (40%)
  3. mountainwarehouse.com (19%)
  4. magrigg.co.uk (127%)
  5. rohan.co.uk (162%)

Which outdoor clothing retailers have seen the biggest losses in 2021?

  1. blacks.co.uk (-12%)
  2. millets.co.uk (-8%)
  3. absolute-snow.co.uk (-28%)
  4. trespass.com (-35%)
  5. alpinetrek.co.uk (-40%)

What high competition keywords are available for online outdoor retailer brands?

High competition keywords are present in every industry. But what exactly are they? They’re the keywords that you would love to rank for but are incredibly competitive. Huge brands with large authority usually rank for these terms, so getting a top spot can prove difficultly.

In our report, we take a peek at some of these terms and analyse which brands rank for them. With this information, you can see what they’re doing and take inspiration to achieve similar results.

The most competitive keyword we found in the outdoor retailer space was ‘tent’. This keyword receives 110K searches a month and is heavily sought-after by many of the brands on this list.

In fact, some of the brands here managed to get a spot on the first page for this impressive keyword. Millets take the number one position, which seems interesting given their recent visibility decline. Blacks and Gooutdoors also take high positions for this term, you can see an increase for the search term tents due to the lockdown being over and people are choosing to go outdoors again.

Of course, large general brands also have real estate on this term. Brands like Argos and Amazon rank on the first page, but as they’re generic and aren’t topically relevant so to speak, pushing them aside shouldn’t be too difficult.

There are a ton of other high competition keywords in this report for the outdoor retailer industry. Too many to detail here.

If you want access to the full list, download your free copy of the report above.

What keyword opportunities are available for online outdoor retailer brands?

As well as high competition keywords, there are also opportunity keywords available which smaller brands can use to get ahead of the competition. They tend to have lots of search volume but require little effort if you’re wanting to rank.

We do an analysis of these keywords and find out what sort of content and elements you’ll need to quickly grab a spot at the top. Here’s what we found in the report:

Waterproofs and Staycation’s 

With more holiday-makers staying within the confines of rainy Britain, we’re seeing more searches for all things waterproof. Keywords such as waterproof jackets have seen a rise, as have walking boots. Likewise, with more people working from home for COVID-related reasons, fitness has been taken to more than ever before – waterproof running jackets and similar products are seeing a rise in interest too.

This suggests content that touches on making the most of British weather could be a good ploy to increasing content depth around these areas and keywords. Why not create a staycation guide to dealing with changing patterns or simply look at your product range and see if you can group into new landing pages – perhaps waterproof products, perhaps seasonal i.e. autumn, winter, etc.”

List-Based Articles

Content is always a fantastic way to get around tough competition. One opportunity identified using the data in this report was list-based articles. Specifically, around a staycation guide.

However, a staycation guide isn’t the only topic you could write a list-based article on. You could create list articles on any of the products you have on your site, using them as a product round-up post to help inform the customer and filter them to the right product.

Want to see more opportunity ideas just like these? Get your hands on the free report now.

How are outdoor apparel brands performing on social?

Social media is critically important in 2021. If you’re not building an audience, you’re going to fall behind. To help you get into the world of social and smash it, we break down the outdoor retail brands that are doing the best work so you can learn top strategies.

We also look into how their social efforts are rippling out into the world of search via online brand mentions. We combine these with a social score to give you a reliable measurement of how they’re performing online.

Let’s look at who’s performing the best on social in the outdoor retailer market.

According to our research, NorthFace is doing the best on social with a total social score of 17,452. In total, they have over 11.1 million followers across various social platforms and get some incredible engagement, especially on Facebook.

When looking at their Facebook, it is clear why they’re doing so well. They post a lot of videos and engaging pictures including faces and real people. Additionally, as they have built a brand around helping the planet and environment, they speak clearly to a specific audience and reap the rewards in the form of likes and shares.

If you’re looking for a brand to mimic and learn from socially, NorthFace is one to look at. If you want to see the full list of brands and how they perform on social, get the report now.

Which online outdoor retailer brands have the best online reputation?

With the introduction of E-A-T, displaying trust and a solid reputation is important for SEO. One way to display trust is through online reviews, especially if they’re good.

With online reviews and brand reputation becoming ever more important, we wanted to include a reputation analysis of online outdoor retailer brands using Trust Pilot.

With this, you’ll be able to see who’s serving their customers the best and looking the most authoritative in the eyes of Google.

Here are the top 5 brands who are crushing it in terms of online reputation:

  1. thenorthface.co.uk
  2. patagonia.com
  3. merrell.com
  4. garmin.com
  5. columbiasportswear.co.uk

Which online outdoor retailer brands have the fastest page speed?

We shouldn’t have to tell you page speed is important. Google has publicly announced it is a key aspect and one a website needs to be optimising for.

If your site is running slow, it’s crucial that you speed it up and start satisfying the user experience better. To help you do this, we performed a complete page speed analysis of all the brands in the outdoor retail space, so you can see who’s doing the best.

Here’s what PageSpeed Insights identified as the top 5 fastest outdoor retailer brands:

  1. gaynors.co.uk
  2. outwell.com
  3. uttings.co.uk
  4. outdoorgear.co.uk
  5. ultralightoutdoorgear.co.uk

Read more about the importance of page speed here.

How much does this report cost?

This report is free, as are all our reports. We aim to build relationships with markets and the brands within by providing competitive research and insights. Feel free to download the free report now.

Have you forgotten to include my brand?

When we put these reports together, some brands are excluded based on pre-defined thresholds. If you can’t find your brand, we suggest you get in touch asap. From here, we can sort out a personalised report and get it over to you fast.

If you want to know anything about the report or are curious about how we can create a bespoke SEO strategy for your brand, get in touch today.

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