Grundéns – D2C Ranking & Growth Metrics
Waterproof fishing apparel and footwear for commercial and recreational anglers
Last updated · August 2026 edition · method v1.3
Grundéns ranks #115 of 312 D2C brands in the August 2026 edition and #32 of 63 in Apparel, down 3 places on last month. We estimate Grundéns' revenue is flat year on year (low confidence). Branded search is steady over the past year. Among apparel brands selling fishing apparel, its closest competitor is HUK (#119).
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, low 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 Grundéns is today: #115 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 Grundéns' revenue growing?
We estimate Grundéns' revenue is flat year on year (low confidence). Branded search is growing but site traffic is steady, so the two signals don't back each other up and confidence is low.
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 Grundéns growing?
Grundéns' Momentum score is 52.0, 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, and growing over the last three months compared with the same months a year earlier. Site traffic is steady over the same 12 months. Since September 2025 it has moved from #117 to #115 overall. Its size score is driven most by social audience, with site traffic relatively weakest.
About Grundéns
Grundéns makes technical apparel and footwear for commercial and recreational fishing, including jackets, bibs, waders, boots and related accessories for men, women and children. The range covers wading gear, offshore and deck wear, sun-protective clothing, and bags and tools designed for wet, cold and demanding conditions on the water. Customers include commercial fishermen as well as recreational anglers and outdoor users who need durable, weatherproof gear.
The brand traces its origins to the Swedish fishing village of Grundsund, where Carl A. Grundén began producing waterproof oil skins to protect North Sea fishermen. Grundéns later opened a factory in Lisbon, Portugal, in 1972, where it still manufactures a significant portion of its products. Grundéns sells direct to consumers through its own website, organising its range by activity such as commercial, sport and wading use, alongside seasonal and collaborative collections.
Grundéns branded search volume
How often people search for Grundéns 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; the last three months, compared with the same months a year earlier, are growing. Demand is fairly steady through the year.
Grundéns' audience, products and channels
Social audience
- Instagram grundens 142,186
Also on Facebook.
Followers as shown on each platform, end of August 2026.
Products
- Products in store484
- New in the last 90 days49
- Typical priceUS$80
- Price rangeUS$3 – US$1,000
From Grundéns' own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Sweden, the US, Canada and Germany.
Ecommerce stack
- Email & SMSKlaviyo
- Customer serviceZendesk
- MerchandisingRebuy
- PaymentsShop Pay
Tools detected on grundens.com; detection covers common apps and may miss some.
Grundéns competitors
The apparel brands closest to Grundéns: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Performance fishing apparel and gear for men, women and kids
Performance fishing clothing and gear for men and women
Surf-inspired apparel and wetsuits for men, women and youth
Technical outdoor apparel and gear for mountain sports, made in Jackson, Wyoming
Cycling and outdoor apparel for road and gravel riders, based in Nice.
Grundéns vs HUK
Grundéns is the bigger brand (Scale 48.1 against 47.3), while HUK is growing faster (Momentum 54 against 52). See HUK's page.
| August 2026 | Grundéns | HUK |
|---|---|---|
| Overall rank | #115 | #119 |
| Apparel rank | #32 | #34 |
| Scale (size) | 48.1 | 47.3 |
| Momentum (growth) | 52.0 | 54.1 |
| Branded search | 52 | 35 |
| Site traffic | 40 | 43 |
| Social audience | 54 | 67 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Grundéns: common questions
What does Grundéns sell?
Waterproof fishing apparel and footwear for commercial and recreational anglers. Known for: Bibs, Jackets, Waders, Wading boots and Commercial fishing gear.
Where is Grundéns from?
Grundéns is based in Sweden.
Where can you buy Grundéns?
Grundéns sells through its own online store and selected retailers. Its online store is at grundens.com.
Who founded Grundéns?
Grundéns was founded by Carl A. Grundén.
Is Grundéns' revenue growing?
We estimate Grundéns' revenue is flat year on year (low confidence). Branded search is growing but site traffic is steady, so the two signals don't back each other up and confidence is low. 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 Grundéns' competitors?
Grundéns' closest competitors in the Apparel category are HUK, Pelagic, Vissla and Stio.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.3. See the methodology, or report a correction.