Material – D2C Ranking & Growth Metrics
Design-led kitchenware including knives, cookware, boards and ceramics.
Last updated · August 2026 edition · method v1.2
Material ranks #234 of 312 D2C brands in the August 2026 edition and #82 of 121 in Home, down 5 places on last month. We estimate Material's revenue is shrinking year on year (high confidence). Branded search is declining over the past year, with a seasonal peak in September and November. Among home brands selling kitchenware essentials, its closest competitor is Kilne (#306).
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 Material is today: #234 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 Material's revenue growing?
We estimate Material's revenue is shrinking year on year (high confidence). Branded search is declining sharply and site traffic is declining 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 Material growing?
Material's Momentum score is 36.8, which means it is declining (50 means flat; a brand that doubled would score about 88). Branded search is declining over the past 12 months, and declining sharply 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 #195 to #234 overall. Its size score is driven most by social audience, with site traffic relatively weakest.
About Material
Material designs kitchenware for home cooks, covering knives, cutting boards, cookware, ceramics, tools and table linens. The brand positions its products as long-lasting, well-made essentials meant to replace disposable or lower-quality kitchen items, with an emphasis on material choice, such as recycled plastic, sustainably-sourced wood and copper-core cookware. Products are designed in-house and sold as individual pieces or curated sets, often marketed around specific innovations like a plant-based, microplastic-free cutting board.
The brand sells direct to consumer through its own website, presenting itself as a design-led kitchenware company aimed at people who cook regularly and want considered, durable tools for everyday use. It was founded by Eunice and Dave, who describe drawing on family cooking traditions from Korean and Vietnamese households as inspiration. Material frames its offering around combining functional performance with aesthetic design, and backs products with a lifetime guarantee.
Material branded search volume
How often people search for Material 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; the last three months, compared with the same months a year earlier, are declining sharply. Demand is seasonal, peaking in September and November and lowest in August.
Material's audience, products and channels
Social audience
- Instagram materialkitchen 93,448
Also on X and Facebook.
Followers as shown on each platform, end of August 2026.
Products
- Products in store59
- New in the last 90 days0
- Typical priceUS$83
- Price rangeUS$22 – US$615
From Material's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Canada and the US.
Ecommerce stack
- Email & SMSKlaviyo, Mailchimp
- ReviewsOkendo
- MerchandisingRebuy
- ReturnsLoop Returns
- PaymentsShop Pay
- TrackingMeta Pixel, Google Tag Manager
Tools detected on materialkitchen.com; detection covers common apps and may miss some.
Material competitors
The home brands closest to Material: same kind of product first, then the nearest in size. See every brand in Home or the full D2C brand rankings.
Canadian-designed cookware, knives and tableware for home cooks
Home essentials spanning bedding, bath, tableware and decor.
US-made mattresses and bedding, sold online and in showrooms.
British designer of sustainable LED lighting and light bulbs
Air purifiers and humidifiers using proprietary PECO filtration technology
Material: common questions
What does Material sell?
Design-led kitchenware including knives, cookware, boards and ceramics. Known for: MK Free Board, Knives + Stand, Ceramics, Cookware and Table linens.
Where is Material from?
Material is based in United States.
Where can you buy Material?
Material sells through its own online store and selected retailers. Its online store is at materialkitchen.com.
Who founded Material?
Material was founded by Eunice and Dave.
Is Material's revenue growing?
We estimate Material's revenue is shrinking year on year (high confidence). Branded search is declining sharply and site traffic is declining 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 Material's competitors?
Material's closest competitors in the Home category are Kilne, Snowe, Nest Bedding and Tala.
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.