Deuter – D2C Ranking & Growth Metrics
German maker of hiking, trekking and travel backpacks and sleeping bags
Last updated · August 2026 edition · method v1.2
Deuter ranks #34 of 312 D2C brands in the August 2026 edition and #11 of 111 in Sports & Outdoor, down 1 place on last month. We estimate Deuter's revenue is shrinking year on year (medium confidence). Branded search is declining over the past year. Among sports & outdoor brands selling hiking backpacks, its closest competitor is Hyperlite Mountain Gear (#67).
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.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, medium 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.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Deuter is today: #34 of 312 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: declining (50 = flat).
what drives the score Is Deuter's revenue growing?
We estimate Deuter's revenue is shrinking year on year (medium confidence). Deuter sells mostly through retailers and stockists, whose sales we can't see, so confidence is medium.
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 Deuter growing?
Deuter's Momentum score is 42.9, which means it is declining (50 means flat; a brand that doubled would score about 88). Branded search is declining over the past 12 months. Site traffic is steady over the same 12 months. Since September 2025 it has moved from #30 to #34 overall. Its size score is driven most by branded search demand, with site traffic relatively weakest.
About Deuter
Deuter designs and sells backpacks, sleeping bags, bags and related accessories for outdoor activities such as hiking, trekking, ski touring, cycling and trail running. The brand serves hikers, mountaineers, cyclists and travellers, ranging from day walkers to those undertaking extended trekking trips, with products organised by activity category on its site. Deuter is a German outdoor equipment brand with a wholesale-led heritage, selling through retail partners as well as its own online shop.
The range includes hiking and trekking backpacks such as the Telatie and Futura lines, load-carrying packs like the Aircontact Core for extended tours, travel and carry-on bags, ski touring packs, bike and trail running packs, sleeping bags and accessories. Products emphasise features such as the AIRSTRIPES back system for comfort and ventilation. Deuter also engages in collaborations and limited editions, including a partnership with the Atherton family, and runs sustainability and community initiatives such as support for aspiring mountain guides.
Deuter branded search volume
How often people search for Deuter 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 declining. Demand is fairly steady through the year.
Deuter's audience, products and channels
Social audience
- Instagram deuter 229,537
- YouTube DeuterTV 12,400
Also on Pinterest.
Followers as shown on each platform, end of August 2026.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Germany, Spain, France and Italy.
Ecommerce stack
- TrackingGoogle Tag Manager
Tools detected on deuter.com; detection covers common apps and may miss some.
Deuter competitors
The sports & outdoor brands closest to Deuter: same kind of product first, then the nearest in size. See every brand in Sports & Outdoor or the full D2C brand rankings.
Ultralight backpacks, tents and sleep gear made from Dyneema Composite Fabrics.
Backpacks and packing systems for backcountry, paddling and tactical use
Direct-to-consumer electric bikes for commuting, cargo and off-road riding.
High-end outdoor clothing and equipment for skiing, hiking and mountaineering
Japanese-designed camping gear, apparel and outdoor living products.
Deuter vs Hyperlite Mountain Gear
Deuter is the bigger brand (Scale 61.3 against 55.4), while Hyperlite Mountain Gear is growing faster (Momentum 48 against 43). See Hyperlite Mountain Gear's page.
| August 2026 | Deuter | Hyperlite Mountain Gear |
|---|---|---|
| Overall rank | #34 | #67 |
| Sports & Outdoor rank | #11 | #24 |
| Scale (size) | 61.3 | 55.4 |
| Momentum (growth) | 42.9 | 47.6 |
| Branded search | 65 | 62 |
| Site traffic | 59 | 45 |
| Social audience | 60 | 60 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Deuter: common questions
What does Deuter sell?
German maker of hiking, trekking and travel backpacks and sleeping bags. Known for: Futura hiking backpacks, Aircontact Core trekking packs, Telatie daypacks, Carry On travel backpacks and Sleeping bags.
Where is Deuter from?
Deuter is based in Germany.
Where can you buy Deuter?
Deuter sells through its own online store and a network of retailers and stockists. Its online store is at deuter.com.
Is Deuter's revenue growing?
We estimate Deuter's revenue is shrinking year on year (medium confidence). Deuter sells mostly through retailers and stockists, whose sales we can't see, so confidence is medium. 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.
Who are Deuter's competitors?
Deuter's closest competitors in the Sports & Outdoor category are Hyperlite Mountain Gear, Granite Gear, Aventon and Norrøna.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.2. See the methodology, or report a correction.