DÔEN – D2C Ranking & Growth Metrics
Women's dresses, knitwear and denim with a resale programme and impact reporting.
Last updated · October 2026 edition · data to end of September 2026 · method v1.3
DÔEN is new to the index this month, entering at #37 of 522 overall and #17 of 142 in Apparel. On our estimate its revenue is growing year on year (high confidence). Branded search is growing over the past year, with a seasonal peak in May and July. Its closest Apparel competitor is SET Active (#36).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
How scoring works →How big DÔEN is today: #37 of 522 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: growing (50 = flat).
what drives the score Is DÔEN's revenue growing?
We estimate DÔEN's revenue is growing year on year (high confidence). Branded search and site traffic don't contradict each other, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is DÔEN growing?
DÔEN's Momentum score is 60.0, which means it is growing (50 means flat; a brand that doubled would score about 88). Branded search is growing over the past 12 months, and growing strongly over the last three months compared with the same months a year earlier. Site traffic is steady over the same 12 months. Its size score is driven most by branded search demand, with site traffic relatively weakest.
About DÔEN
DÔEN makes women's clothing: dresses, knitwear, denim, tops, lingerie and sleepwear, plus shoes, bags and sunglasses. Collections run in named chapters and seasons, from Fall Chapter One to Holiday editions, alongside collaborations such as Dôen & Vogue and Dôen & Trove. The brand runs Hand Me Dôen, a resale scheme for passing on worn pieces, and publishes an annual Impact Report tracking progress against a stated 2030 roadmap. Alongside its online shop, DÔEN operates stores in several US towns, including Sag Harbor, Nantucket and Wilmette.
DÔEN competitors
The apparel brands closest to DÔEN: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Women's activewear, loungewear and sleepwear built on branded stretch fabrics
Comfortable flats, loafers, boots and heels for women
Comfort-first women's flats, loafers and sneakers founded by two moms in 2015
Women's and children's clothing and bedding built around the trademarked Nap Dress
Women's leather bags, small leather goods and clothing
DÔEN vs SET Active
SET Active leads on both size and growth: Scale 69.1 against 69.0, and Momentum 73 against 60. See SET Active's page.
| October 2026 | DÔEN | SET Active |
|---|---|---|
| Overall rank | #37 | #36 |
| Apparel rank | #17 | #16 |
| Scale (size) | 69.0 | 69.1 |
| Momentum (growth) | 60.0 | 72.9 |
| Branded search | 83 | 87 |
| Site traffic | 55 | 48 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
DÔEN branded search volume
How often people search for DÔEN by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is growing; the last three months, compared with the same months a year earlier, are growing strongly. Demand is seasonal, peaking in May and July and lowest in December.
DÔEN's audience, products and channels
Products
- Products in store802
- New in the last 90 days5
- Typical priceUS$298
- Price rangeUS$5 – US$2,998
From DÔEN's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the US, Australia, Canada and Spain.
Ecommerce stack
- Email & SMSKlaviyo
- SearchAlgolia
- Cross-borderGlobal-e
- PaymentsKlarna, Afterpay, Shop Pay
- TrackingGoogle Tag Manager
- AnalyticsTriple Whale, Hotjar
Tools detected on shopdoen.com; detection covers common apps and may miss some.
DÔEN: common questions
What does DÔEN sell?
Women's dresses, knitwear and denim with a resale programme and impact reporting.
Where is DÔEN from?
DÔEN is based in United States.
Where can you buy DÔEN?
DÔEN sells through its own online store and selected retailers. Its online store is at shopdoen.com.
Is DÔEN's revenue growing?
Our estimate is growing year on year, with high confidence. It is a direction from online signals, not a sales figure.
Who are DÔEN's competitors?
DÔEN's closest competitors in the Apparel category are SET Active, Margaux, Birdies and Hill House Home.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. October 2026, method v1.3. See the methodology, or report a correction. Want alerts when brands like DÔEN move, or the data as an export? See data & alerts.