KÜHL

KÜHL in the index

In the August 2026 edition, KÜHL ranks #20 of 184 brands overall and #10 of 60 in Apparel. Its Scale score is driven most by branded search demand, with site traffic its relatively weakest signal. Over the past year, branded search is steady, and site traffic is growing strongly. Its Momentum score of 57 says the brand is roughly flat overall (50 means flat).

About KÜHL

KÜHL designs and sells outdoor and lifestyle apparel for men and women, including pants, shorts, tops, outerwear, fleece, flannels, sweaters and bags. Products are organised around collections such as Outdoor, Travel, Mountain Aktiv, Lifestyle, Mountain Teknikl and Craft Workwear, alongside performance lines like the Reactiv series aimed at temperature regulation. The brand describes itself as being 'Born In The Mountains' and positions its clothing as suited to both outdoor activity and everyday casual wear.

KÜHL sells directly to consumers through its own website as well as through physical retail stores. It presents itself as a privately owned and independent company within the outdoor apparel space, stating this independence allows it to focus on product quality, responsible sourcing and fair pricing rather than discounting. The company emphasises sourcing materials from environmentally conscious and ethically minded partners and states it avoids overproduction. KÜHL does not disclose founding details, leadership names or headquarters location in its public-facing text.