Haglöfs – D2C Ranking & Growth Metrics
Swedish outdoor clothing and equipment for mountains and changing weather.
Last updated · August 2026 edition · method v1.2
Haglöfs ranks #50 of 312 D2C brands in the August 2026 edition and #19 of 111 in Sports & Outdoor, up 9 places on last month. We estimate Haglöfs' revenue is flat year on year (high confidence). Branded search is steady over the past year, with a seasonal peak in October and November. Among sports & outdoor brands selling outdoor clothing and gear, its closest competitor is Lundhags (#171).
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 Haglöfs is today: #50 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 Haglöfs' revenue growing?
We estimate Haglöfs' revenue is flat year on year (high confidence). Branded search is steady and site traffic is growing 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 Haglöfs growing?
Haglöfs' Momentum score is 49.7, 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 growing over the same 12 months. Since September 2025 it has moved from #41 to #50 overall. Its size score is driven most by branded search demand, with site traffic relatively weakest.
About Haglöfs
Haglöfs is a Swedish outdoor performance brand offering clothing and equipment for hiking, mountaineering, skiing and general outdoor activities. The range includes shell jackets, insulated jackets, tops, trousers, footwear, backpacks and bags, aimed at people who spend time in variable weather conditions, from forest walks to mountain ascents. The brand sells through its own website, alongside a Restored programme for pre-owned or refurbished items, and offers seasonal collections tied to activities such as skiing.
Haglöfs branded search volume
How often people search for Haglöfs 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 October and November and lowest in June.
Haglöfs' audience, products and channels
Where it sells
- Own online storeyes
- Retailers / stockistsnot found
- Amazonnot found
Its site is most visited in Sweden, Germany, Spain and the UK.
Ecommerce stack
- Customer serviceZendesk
- PaymentsKlarna
- TrackingGoogle Tag Manager
Tools detected on haglofs.com; detection covers common apps and may miss some.
Haglöfs competitors
The sports & outdoor brands closest to Haglöfs: same kind of product first, then the nearest in size. See every brand in Sports & Outdoor or the full D2C brand rankings.
Swedish maker of durable outdoor clothing, boots and backpacks for trekking.
High-end outdoor clothing and equipment for skiing, hiking and mountaineering
Swiss maker of sleeping mats, sleeping bags, backpacks and tents for outdoor adventure
Outdoor sports gear sold direct to consumer in the US.
German outdoor brand making clothing, backpacks, bike bags and tents
Haglöfs vs Lundhags
Haglöfs leads on both size and growth: Scale 57.9 against 41.4, and Momentum 50 against 46. See Lundhags' page.
| August 2026 | Haglöfs | Lundhags |
|---|---|---|
| Overall rank | #50 | #171 |
| Sports & Outdoor rank | #19 | #67 |
| Scale (size) | 57.9 | 41.4 |
| Momentum (growth) | 49.7 | 46.2 |
| Branded search | 63 | 43 |
| Site traffic | 53 | 38 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Haglöfs: common questions
What does Haglöfs sell?
Swedish outdoor clothing and equipment for mountains and changing weather. Known for: Shell jackets, Insulated jackets, Backpacks, Outdoor trousers and Vara Alpha Sweater.
Where is Haglöfs from?
Haglöfs is based in Sweden.
Where can you buy Haglöfs?
Haglöfs sells through its own online store. Its online store is at haglofs.com.
When was Haglöfs founded?
Haglöfs was founded in 1914.
Who founded Haglöfs?
Haglöfs was founded by Wiktor Haglöf.
Is Haglöfs' revenue growing?
We estimate Haglöfs' revenue is flat year on year (high confidence). Branded search is steady and site traffic is growing 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 Haglöfs' competitors?
Haglöfs' closest competitors in the Sports & Outdoor category are Lundhags, Norrøna, Exped and Enlightened Equipment.
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.