Houdini Sportswear – D2C Ranking & Growth Metrics
Swedish outdoor apparel and fleece layers for trekking and trail running.
Last updated · August 2026 edition · method v1.2
Houdini Sportswear ranks #194 of 312 D2C brands in the August 2026 edition and #43 of 63 in Apparel, up 4 places on last month. We estimate Houdini Sportswear's revenue is growing year on year (medium confidence). Branded search is growing strongly over the past year. Among apparel brands selling outdoor apparel, its closest competitor is Maloja (#177).
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 Houdini Sportswear is today: #194 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: growing (50 = flat).
what drives the score Is Houdini Sportswear's revenue growing?
We estimate Houdini Sportswear's revenue is growing year on year (medium confidence). Houdini Sportswear 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 Houdini Sportswear growing?
Houdini Sportswear's Momentum score is 61.2, which means it is growing (50 means flat; a brand that doubled would score about 88). Branded search is growing strongly over the past 12 months. Site traffic is steady over the same 12 months. Since September 2025 it has moved from #185 to #194 overall. Its size score is driven most by social audience, with branded search demand relatively weakest.
About Houdini Sportswear
Houdini Sportswear is a Swedish outdoor apparel brand offering jackets, mid-layers, trousers, base layers and accessories for women, men and children. The range is built around activities such as trekking and trail running, with the Power Houdi fleece serving as a signature layering piece across all age groups. Products are sold through the brand's own online shop as well as wholesale partners.
The brand positions itself around circular design and durability, referencing repair services, a rental scheme, and the use of natural and sustainable fabrics in its product development. Houdini frames its work in terms of extending the working life of garments rather than treating them as disposable. Its catalogue spans outerwear, fleece and mid-layers, underwear, dresses and skirts, headwear, gloves, bags and blankets, sold in Sweden and across a range of European and other international markets through its webshop.
Houdini Sportswear branded search volume
How often people search for Houdini Sportswear 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 growing strongly. Demand is fairly steady through the year.
Houdini Sportswear's audience, products and channels
Social audience
- Instagram houdinisportswear 84,143
- TikTok houdinisportswear 13,400
Also on YouTube.
Followers as shown on each platform, end of August 2026.
Products
- Products in store956
- New in the last 90 days956
- Typical priceSEK 1,440
- Price rangeSEK 170 – SEK 7,000
From Houdini Sportswear's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsnot found
- Amazonnot found
Its site is most visited in Sweden, Canada, Germany and France.
Ecommerce stack
- Email & SMSKlaviyo
- Cross-borderGlobal-e
- PaymentsKlarna, Afterpay, Shop Pay
- AnalyticsHotjar
Tools detected on houdinisportswear.com; detection covers common apps and may miss some.
Houdini Sportswear competitors
The apparel brands closest to Houdini Sportswear: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Cycling and outdoor apparel for skiing, running and everyday wear
Outdoor-inspired apparel, bags and hats born from Seattle fishing culture
French outdoor apparel for skiing, surfing, hiking and trail running.
Eco-minded outdoor apparel and accessories for adventure and everyday life
Technical outdoor apparel and gear for mountain sports, made in Jackson, Wyoming
Houdini Sportswear vs Maloja
Maloja is the bigger brand (Scale 40.4 against 38.2), while Houdini Sportswear is growing faster (Momentum 61 against 41). See Maloja's page.
| August 2026 | Houdini Sportswear | Maloja |
|---|---|---|
| Overall rank | #194 | #177 |
| Apparel rank | #43 | #40 |
| Scale (size) | 38.2 | 40.4 |
| Momentum (growth) | 61.2 | 40.8 |
| Branded search | 29 | 51 |
| Site traffic | 37 | 28 |
| Social audience | 50 | 43 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Houdini Sportswear: common questions
What does Houdini Sportswear sell?
Swedish outdoor apparel and fleece layers for trekking and trail running. Known for: Power Houdi fleece, Trekking jackets, Trail running apparel, Mid-layers and base layers and Houdini Repair and Rental services.
Where is Houdini Sportswear from?
Houdini Sportswear is based in Sweden.
Where can you buy Houdini Sportswear?
Houdini Sportswear sells through its own online store. Its online store is at houdinisportswear.com.
Is Houdini Sportswear's revenue growing?
We estimate Houdini Sportswear's revenue is growing year on year (medium confidence). Houdini Sportswear 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 Houdini Sportswear's competitors?
Houdini Sportswear's closest competitors in the Apparel category are Maloja, KAVU, Picture Organic Clothing and Coalatree.
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.