Hilleberg – D2C Ranking & Growth Metrics
Swedish-designed tents and shelters for camping, trekking and expedition use.
Last updated · August 2026 edition · method v1.2
Hilleberg ranks #167 of 312 D2C brands in the August 2026 edition and #63 of 111 in Sports & Outdoor, up 3 places on last month. We estimate Hilleberg's revenue is shrinking year on year (medium confidence). Branded search is steady over the past year. Among sports & outdoor brands selling tents, its closest competitor is Nordisk (#153).
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, medium 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 Hilleberg is today: #167 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 Hilleberg's revenue growing?
We estimate Hilleberg's revenue is shrinking year on year (medium confidence). Hilleberg 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 Hilleberg growing?
Hilleberg's Momentum score is 41.5, 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 declining over the same 12 months. Since September 2025 it has moved from #155 to #167 overall. Its size score is driven most by social audience, with site traffic relatively weakest.
About Hilleberg
Hilleberg the Tentmaker designs and makes tents and shelters for camping, trekking and expedition use, sold through its own website and a network of dealers. The range covers all-season and snow-free tents, shelters and accessories, organised under the brand's own label system to help customers match a tent to the conditions it is intended for. Products are aimed at hikers, backpackers, mountaineers and other outdoor travellers who need reliable shelter in a range of climates, from three-season use to sustained cold and wind.
The company was founded in Sweden and remains family-run, with the founding family involved in both leadership and product development. Hilleberg is known for tent designs in which the inner and outer tents pitch together, and for using its own developed silicone-coated fabric on outer tents. Manufacturing takes place at the company's own factory. Alongside direct online sales, Hilleberg publishes a printed catalogue and works with dealers in Europe and beyond, and provides support such as warranty and repair services to customers.
Hilleberg branded search volume
How often people search for Hilleberg 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 fairly steady through the year.
Hilleberg's audience, products and channels
Social audience
- Instagram hilleberg_the_tentmaker 82,069
- YouTube HillebergTentmaker 19,200
Also on Facebook.
Followers as shown on each platform, end of August 2026.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Sweden, Australia, Canada and Germany.
Hilleberg competitors
The sports & outdoor brands closest to Hilleberg: same kind of product first, then the nearest in size. See every brand in Sports & Outdoor or the full D2C brand rankings.
Scandinavian tents, sleeping bags and outdoor apparel for cold-weather use.
Rooftop tents, racks and camping gear for vehicle-based outdoor travel.
Rooftop tents and overlanding gear for camping from your vehicle.
Suspended tree tents and camping hammocks for outdoor exploration.
Lightweight tents, wood stoves and backpacks for backcountry hunting and adventure.
Hilleberg vs Nordisk
Nordisk leads on both size and growth: Scale 43.8 against 41.9, and Momentum 48 against 42. See Nordisk's page.
| August 2026 | Hilleberg | Nordisk |
|---|---|---|
| Overall rank | #167 | #153 |
| Sports & Outdoor rank | #63 | #57 |
| Scale (size) | 41.9 | 43.8 |
| Momentum (growth) | 41.5 | 47.8 |
| Branded search | 41 | 48 |
| Site traffic | 36 | 38 |
| Social audience | 50 | 46 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Hilleberg: common questions
What does Hilleberg sell?
Swedish-designed tents and shelters for camping, trekking and expedition use. Known for: Keron tunnel tent, Nallo tent, Akto solo tent, Kerlon fabric and Label system for all-season and snow-free tents.
Where is Hilleberg from?
Hilleberg is based in Stockholm, Sweden.
Where can you buy Hilleberg?
Hilleberg sells through its own online store and a network of retailers and stockists. Its online store is at hilleberg.com.
When was Hilleberg founded?
Hilleberg was founded in 1971.
Who founded Hilleberg?
Hilleberg was founded by Bo Hilleberg.
Is Hilleberg's revenue growing?
We estimate Hilleberg's revenue is shrinking year on year (medium confidence). Hilleberg 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 Hilleberg's competitors?
Hilleberg's closest competitors in the Sports & Outdoor category are Nordisk, iKamper, Roofnest and Tentsile.
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.