Devold – D2C Ranking & Growth Metrics
Norwegian merino wool clothing for outdoor and everyday activities.
Last updated · August 2026 edition · method v1.2
Devold ranks #179 of 312 D2C brands in the August 2026 edition and #41 of 63 in Apparel, up 3 places on last month. We estimate Devold's revenue is shrinking year on year (high confidence). Branded search is steady over the past year, with a seasonal peak in November and December. Among apparel brands selling merino wool clothing, its closest competitor is Ridge Merino (#204).
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, 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.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Devold is today: #179 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: roughly flat (50 = flat).
what drives the score Is Devold's revenue growing?
We estimate Devold's revenue is shrinking year on year (high confidence). Branded search is steady and site traffic is steady year on year, pointing the same way, 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 Devold growing?
Devold's Momentum score is 45.3, which means it is roughly flat (50 means flat; a brand that doubled would score about 88). Branded search is steady over the past 12 months. Site traffic is steady over the same 12 months. Since September 2025 it has moved from #157 to #179 overall. Its size score is driven most by social audience, with site traffic relatively weakest.
About Devold
Devold is a Norwegian wool clothing brand making baselayers, sweaters, jackets and accessories for men, women and children. Its products are organised by layer, activity and product family, covering uses such as hiking, expedition, ski touring, running, cross-country skiing, hunting and fishing, as well as everyday wear. The brand traces its history back to 1853 and describes wool as a natural fibre suited to temperature regulation and moisture management.
The brand positions itself around a controlled wool supply chain, referring to a "Sheep to Shop" approach that follows wool from farmers through its own mill to finished garments, alongside sustainability initiatives such as the Nordic Swan Ecolabel and a value-chain transparency map. Devold sells online through its own website, organised by gender, age group, layer, activity and product family, and also offers an outlet range of discounted wool garments.
Devold branded search volume
How often people search for Devold 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 steady. Demand is seasonal, peaking in November and December and lowest in June.
Devold's audience, products and channels
Social audience
- Instagram devoldofnorway 86,180
Also on Facebook.
Followers as shown on each platform, end of August 2026.
Where it sells
- Own online storeyes
- Retailers / stockistsnot found
- Amazonnot found
Its site is most visited in Sweden, Germany, Italy and the Netherlands.
Ecommerce stack
- SearchAlgolia
- PaymentsKlarna
Tools detected on devold.com; detection covers common apps and may miss some.
Devold competitors
The apparel brands closest to Devold: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Merino wool clothing and layers for outdoor activities
Montana-made Merino wool clothing and layering systems, made in the USA.
Women's wool base layers, ski wear and outdoor apparel from Norway
Merino wool apparel for skiing, biking and the outdoors
Merino wool socks made in Vermont, guaranteed for life.
Devold vs Ridge Merino
Devold is the bigger brand (Scale 40.0 against 36.8), while Ridge Merino is growing faster (Momentum 65 against 45). See Ridge Merino's page.
| August 2026 | Devold | Ridge Merino |
|---|---|---|
| Overall rank | #179 | #204 |
| Apparel rank | #41 | #46 |
| Scale (size) | 40.0 | 36.8 |
| Momentum (growth) | 45.3 | 64.8 |
| Branded search | 42 | 31 |
| Site traffic | 31 | 39 |
| Social audience | 48 | 41 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Devold: common questions
What does Devold sell?
Norwegian merino wool clothing for outdoor and everyday activities. Known for: Baselayers, Knitted sweaters, Expedition wear, Ski touring apparel and Wool socks and accessories.
Where is Devold from?
Devold is based in Norway.
Where can you buy Devold?
Devold sells through its own online store. Its online store is at devold.com.
When was Devold founded?
Devold was founded in 1853.
Is Devold's revenue growing?
We estimate Devold's revenue is shrinking year on year (high confidence). Branded search is steady and site traffic is steady year on year, pointing the same way, 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.
Who are Devold's competitors?
Devold's closest competitors in the Apparel category are Ridge Merino, Duckworth, Kari Traa and Mons Royale.
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.