KÜHL – D2C Ranking & Growth Metrics
Outdoor and lifestyle apparel for men and women, including performance and casual clothing.
Last updated · August 2026 edition · method v1.3
KÜHL ranks #33 of 312 D2C brands in the August 2026 edition and #10 of 63 in Apparel, down 1 place on last month. We estimate KÜHL's revenue is flat year on year (medium confidence). Branded search is steady over the past year. Among apparel brands selling outdoor apparel, its closest competitor is Outdoor Research (#27).
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, 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 KÜHL is today: #33 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 KÜHL's revenue growing?
We estimate KÜHL's revenue is flat year on year (medium confidence). KÜHL 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 KÜHL growing?
KÜHL's Momentum score is 45.4, 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 declining over the same 12 months. Since September 2025 it has moved from #36 to #33 overall. Its size score is driven most by branded search demand, with site traffic relatively weakest.
About KÜHL
KÜHL designs and sells outdoor and lifestyle apparel for men and women, including pants, shorts, tops, outerwear, fleece, flannels, sweaters and bags. Products are organised around collections such as Outdoor, Travel, Mountain Aktiv, Lifestyle, Mountain Teknikl and Craft Workwear, alongside performance lines like the Reactiv series aimed at temperature regulation. The brand describes itself as being 'Born In The Mountains' and positions its clothing as suited to both outdoor activity and everyday casual wear.
KÜHL sells directly to consumers through its own website as well as through physical retail stores. It presents itself as a privately owned and independent company within the outdoor apparel space, stating this independence allows it to focus on product quality, responsible sourcing and fair pricing rather than discounting. The company emphasises sourcing materials from environmentally conscious and ethically minded partners and states it avoids overproduction. KÜHL does not disclose founding details, leadership names or headquarters location in its public-facing text.
KÜHL branded search volume
How often people search for KÜHL 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 fairly steady through the year.
KÜHL's audience, products and channels
Social audience
- Instagram kuhl 254,354
Also on YouTube and 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 the US, Australia, Canada and Italy.
KÜHL competitors
The apparel brands closest to KÜHL: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Technical outdoor apparel and gear for hiking, skiing, mountaineering and travel.
British-made waterproof jackets, fleeces and footwear for hiking and mountaineering
Technical outdoor apparel and gear for mountain sports, made in Jackson, Wyoming
French outdoor apparel for skiing, surfing, hiking and trail running.
Outdoor-inspired apparel, bags and hats born from Seattle fishing culture
KÜHL vs Outdoor Research
Outdoor Research leads on both size and growth: Scale 63.0 against 61.4, and Momentum 51 against 45. See Outdoor Research's page.
| August 2026 | KÜHL | Outdoor Research |
|---|---|---|
| Overall rank | #33 | #27 |
| Apparel rank | #10 | #9 |
| Scale (size) | 61.4 | 63.0 |
| Momentum (growth) | 45.4 | 50.8 |
| Branded search | 67 | 62 |
| Site traffic | 57 | 60 |
| Social audience | 60 | 68 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
KÜHL: common questions
What does KÜHL sell?
Outdoor and lifestyle apparel for men and women, including performance and casual clothing. Known for: Reactiv performance series, Flannel shirts, Corduroy pants and jackets, Sweater collection and Bags and gear.
Where is KÜHL from?
KÜHL is based in United States.
Where can you buy KÜHL?
KÜHL sells through its own online store and a network of retailers and stockists. Its online store is at kuhl.com.
Is KÜHL's revenue growing?
We estimate KÜHL's revenue is flat year on year (medium confidence). KÜHL 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 KÜHL's competitors?
KÜHL's closest competitors in the Apparel category are Outdoor Research, Berghaus, Stio and Picture Organic Clothing.
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.