Houdini Sportswear

Houdini Sportswear in the index

In the August 2026 edition, Houdini Sportswear ranks #125 of 184 brands overall and #41 of 60 in Apparel. Its Scale score is driven most by social audience, with branded search demand its relatively weakest signal. Over the past year, branded search is growing strongly, and site traffic is growing strongly. Its Momentum score of 78 says the brand is growing fast overall (50 means flat).

About Houdini Sportswear

Houdini Sportswear is a Swedish outdoor apparel brand offering jackets, mid-layers, trousers, base layers and accessories for women, men and children. The range is built around activities such as trekking and trail running, with the Power Houdi fleece serving as a signature layering piece across all age groups. Products are sold through the brand's own online shop as well as wholesale partners.

The brand positions itself around circular design and durability, referencing repair services, a rental scheme, and the use of natural and sustainable fabrics in its product development. Houdini frames its work in terms of extending the working life of garments rather than treating them as disposable. Its catalogue spans outerwear, fleece and mid-layers, underwear, dresses and skirts, headwear, gloves, bags and blankets, sold in Sweden and across a range of European and other international markets through its webshop.