Kari Traa – D2C Ranking & Growth Metrics
Women's wool base layers, ski wear and outdoor apparel from Norway
Last updated · August 2026 edition · method v1.2
Kari Traa ranks #157 of 312 D2C brands in the August 2026 edition and #38 of 63 in Apparel, up 1 place on last month. We estimate Kari Traa's revenue is shrinking year on year (medium confidence). Branded search is declining over the past year, with a seasonal peak in November and December. Among apparel brands selling merino base layers, its closest competitor is Mons Royale (#129).
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 Kari Traa is today: #157 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 Kari Traa's revenue growing?
We estimate Kari Traa's revenue is shrinking year on year (medium confidence). Kari Traa 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 Kari Traa growing?
Kari Traa's Momentum score is 43.8, which means it is roughly flat (50 means flat; a brand that doubled would score about 88). Branded search is declining over the past 12 months. Site traffic is steady over the same 12 months. Since September 2025 it has moved from #127 to #157 overall. Its size score is driven most by social audience, with site traffic relatively weakest.
About Kari Traa
Kari Traa is a Norwegian women's outdoor apparel brand offering base layers, ski wear, hiking clothing and training gear. Products are designed specifically for the female body, with an emphasis on wool and merino base layers alongside midlayers, tights, tops and accessories for skiing, hiking, running and general training. The brand also produces a children's range. Kari Traa sells through its own website as well as through retailers, positioning itself within the wholesale-led segment of the outdoor apparel category.
The brand was founded by Kari Traa, a former freestyle mogul skier and Olympic medallist from Voss, Norway, who began making her own knitted beanies before expanding into technical outdoor wear for women. Kari Traa combines technical performance features with colour, pattern and Scandinavian design, describing its approach as "Female First Technology" focused on fit and comfort. The brand describes itself as a leading European name in women's wool and base layer products, aimed at women pursuing skiing, hiking, training and other outdoor activities.
Kari Traa branded search volume
How often people search for Kari Traa 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 declining. Demand is seasonal, peaking in November and December and lowest in June.
Kari Traa's audience, products and channels
Social audience
- Instagram karitraa 180,480
- TikTok karitraa_official 5,817
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, Canada, Germany and the Netherlands.
Ecommerce stack
- PaymentsKlarna
Tools detected on karitraa.com; detection covers common apps and may miss some.
Kari Traa competitors
The apparel brands closest to Kari Traa: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Merino wool apparel for skiing, biking and the outdoors
Norwegian merino wool clothing for outdoor and everyday activities.
Merino wool clothing and layers for outdoor activities
Merino wool socks made in Vermont, guaranteed for life.
Montana-made Merino wool clothing and layering systems, made in the USA.
Kari Traa vs Mons Royale
Mons Royale leads on both size and growth: Scale 45.9 against 43.3, and Momentum 59 against 44. See Mons Royale's page.
| August 2026 | Kari Traa | Mons Royale |
|---|---|---|
| Overall rank | #157 | #129 |
| Apparel rank | #38 | #35 |
| Scale (size) | 43.3 | 45.9 |
| Momentum (growth) | 43.8 | 58.5 |
| Branded search | 45 | 49 |
| Site traffic | 30 | 40 |
| Social audience | 57 | 50 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Kari Traa: common questions
What does Kari Traa sell?
Women's wool base layers, ski wear and outdoor apparel from Norway. Known for: Merino wool base layers, Ski wear, Hiking clothing, Training apparel and Kids' outdoor clothing.
Where is Kari Traa from?
Kari Traa is based in Norway.
Where can you buy Kari Traa?
Kari Traa sells through its own online store and a network of retailers and stockists. Its online store is at karitraa.com.
Who founded Kari Traa?
Kari Traa was founded by Kari Traa.
Is Kari Traa's revenue growing?
We estimate Kari Traa's revenue is shrinking year on year (medium confidence). Kari Traa 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 Kari Traa's competitors?
Kari Traa's closest competitors in the Apparel category are Mons Royale, Devold, Ridge Merino and Darn Tough.
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.