Fjallraven – D2C Ranking & Growth Metrics
Swedish outdoor clothing, backpacks and equipment for trekking and everyday use.
Last updated · October 2026 edition · data to end of September 2026 · method v1.3
Fjallraven ranks #6 of 444 D2C brands in the October 2026 edition and #4 of 101 in Apparel, up 2 places on last month. We estimate Fjallraven's revenue is flat year on year (medium confidence). Branded search is declining over the past year, with a seasonal peak in November and December. In Apparel, its closest competitor is Passenger (#18).
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.
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; close to flat. 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 Fjallraven is today: #6 of 444 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 Fjallraven's revenue growing?
We estimate Fjallraven's revenue is flat year on year (medium confidence). Fjallraven 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 Fjallraven growing?
Fjallraven's Momentum score is 44.5, which means it is roughly flat (50 means flat; a brand that doubled would score about 88). Branded search is declining over the past 12 months, and steady 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 social audience relatively weakest.
About Fjallraven
Fjällräven is a Swedish outdoor brand producing clothing, backpacks and equipment for trekking, hiking, mountaineering, hunting and everyday use. Its range spans outdoor jackets, trousers, base layers and knitwear for men and women, alongside bags and gear including the Kånken backpack line, tents and sleeping bags. The brand is organised by activity, covering trekking and hiking, mountaineering and snow sports, hunting, and cycling, as well as more general everyday outdoor wear.
Fjallraven competitors
The apparel brands closest to Fjallraven: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
British outdoor clothing and accessories made from recycled and organic materials.
Scandinavian outdoor clothing, footwear and gear sold direct online
Technical outdoor clothing, jackets and camping gear for hiking and snow sports
Lightweight, breathable outdoor clothing and equipment for hiking, running and mountaineering
Weatherproof outdoor clothing for hiking, climbing and mountain activities
Fjallraven vs Passenger
Fjallraven is the bigger brand (Scale 77.2 against 72.4), while Passenger is growing faster (Momentum 55 against 45). See Passenger's page.
| October 2026 | Fjallraven | Passenger |
|---|---|---|
| Overall rank | #6 | #18 |
| Apparel rank | #4 | #8 |
| Scale (size) | 77.2 | 72.4 |
| Momentum (growth) | 44.5 | 54.9 |
| Branded search | 93 | 71 |
| Site traffic | 72 | 75 |
| Social audience | 64 | 71 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Fjallraven branded search volume
How often people search for Fjallraven 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; the last three months, compared with the same months a year earlier, are steady. Demand is seasonal, peaking in November and December and lowest in April.
Fjallraven's audience, products and channels
Social audience
- Instagram fjallraven_na 364,369
Also on Facebook.
Followers as shown on each platform, collected for the October 2026 edition.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Canada, Sweden, Germany and the UK.
Ecommerce stack
- Cross-borderGlobal-e
- TrackingGoogle Tag Manager
Tools detected on fjallraven.com; detection covers common apps and may miss some.
Fjallraven: common questions
What does Fjallraven sell?
Swedish outdoor clothing, backpacks and equipment for trekking and everyday use. Known for: Kånken backpacks, trekking jackets, outdoor trousers, tents and sleeping bags and expedition series gear.
Where is Fjallraven from?
Fjallraven is based in Sweden.
Where can you buy Fjallraven?
Fjallraven sells through its own online store and a network of retailers and stockists. Its online store is at fjallraven.com.
Is Fjallraven's revenue growing?
We estimate Fjallraven's revenue is flat year on year (medium confidence). Fjallraven 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 Fjallraven's competitors?
Fjallraven's closest competitors in the Apparel category are Passenger, RevolutionRace, Marmot and Montane.
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 Fjallraven move, or the data as an export? See data & alerts.