Hedley & Bennett – D2C Ranking & Growth Metrics
Aprons, knives and kitchen gear for chefs and home cooks.
Last updated · August 2026 edition · method v1.2
Hedley & Bennett ranks #82 of 312 D2C brands in the August 2026 edition and #22 of 63 in Apparel, up 4 places on last month. We estimate Hedley & Bennett's revenue is shrinking year on year (high confidence). Branded search is steady over the past year, with a seasonal peak in December and November. Among apparel brands selling chef's aprons, its closest competitor is TILIT (#252).
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 Hedley & Bennett is today: #82 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 Hedley & Bennett's revenue growing?
We estimate Hedley & Bennett's revenue is shrinking year on year (high confidence). Branded search is declining 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 Hedley & Bennett growing?
Hedley & Bennett's Momentum score is 43.0, which means it is declining (50 means flat; a brand that doubled would score about 88). Branded search is steady over the past 12 months, and declining 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 #75 to #82 overall. Its size score is driven most by social audience, with site traffic relatively weakest.
About Hedley & Bennett
Hedley & Bennett designs and sells aprons, chef's knives, cookware, kitchen linens and cooking tools for professional chefs and home cooks. The brand began in a professional kitchen, developed alongside working chefs, and has grown into a full range of kitchen gear sold directly to consumers through its own website, with products organised into apron styles, tool sets, cookware, linens and apparel, as well as a range of collaborations with designers, artists and licensed characters.
The brand positions itself around craftsmanship and durability, describing its gear as handcrafted and built to last, with attention to details such as fabric choice, stitching and strap design. Hedley & Bennett sells both direct to individual customers and through bulk and retailer channels, and maintains an active community of chefs and home cooks it refers to as the Apron Squad. Alongside core aprons, the catalogue includes knives, enamelled cookware, cutting boards, kitchen tools and linens, often released in seasonal collections and themed collaborations.
Hedley & Bennett branded search volume
How often people search for Hedley & Bennett 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 declining. Demand is seasonal, peaking in December and November and lowest in June.
Hedley & Bennett's audience, products and channels
Social audience
- Instagram hedleyandbennett 368,695
- TikTok hedleyandbennett 720,200
Also on Pinterest and Facebook.
Followers as shown on each platform, end of August 2026.
Products
- Products in store935
- New in the last 90 days33
- Typical priceUS$96
- Price rangeUS$1 – US$1,000
From Hedley & Bennett's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the US, Australia and Canada.
Ecommerce stack
- ReviewsOkendo, Yotpo
- Customer serviceGorgias
- TrackingGoogle Tag Manager
Tools detected on hedleyandbennett.com; detection covers common apps and may miss some.
Hedley & Bennett competitors
The apparel brands closest to Hedley & Bennett: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Chef coats, aprons and workwear for hospitality professionals
Men's and women's apparel and denim, sold direct online.
Adventure-inspired lifestyle apparel for travel, surf and outdoor pursuits.
Surf and fishing-inspired lifestyle apparel and accessories.
Bamboo-based, sun-protective apparel for men, women and kids.
Hedley & Bennett vs TILIT
Hedley & Bennett is the bigger brand (Scale 52.1 against 30.1), while TILIT is growing faster (Momentum 51 against 43). See TILIT's page.
| August 2026 | Hedley & Bennett | TILIT |
|---|---|---|
| Overall rank | #82 | #252 |
| Apparel rank | #22 | #55 |
| Scale (size) | 52.1 | 30.1 |
| Momentum (growth) | 43.0 | 51.1 |
| Branded search | 44 | 24 |
| Site traffic | 40 | 21 |
| Social audience | 76 | 47 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Hedley & Bennett: common questions
What does Hedley & Bennett sell?
Aprons, knives and kitchen gear for chefs and home cooks. Known for: Essential Aprons, Crossback Aprons, Chef's Knives, Enameled Cast Iron Cookware and Kitchen Linens.
Where is Hedley & Bennett from?
Hedley & Bennett is based in United States.
Where can you buy Hedley & Bennett?
Hedley & Bennett sells through its own online store and selected retailers. Its online store is at hedleyandbennett.com.
When was Hedley & Bennett founded?
Hedley & Bennett was founded in 2012.
Who founded Hedley & Bennett?
Hedley & Bennett was founded by Ellen Bennett.
Is Hedley & Bennett's revenue growing?
We estimate Hedley & Bennett's revenue is shrinking year on year (high confidence). Branded search is declining 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 Hedley & Bennett's competitors?
Hedley & Bennett's closest competitors in the Apparel category are TILIT, Outerknown, Roark and Salty Crew.
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.