Mons Royale – D2C Ranking & Growth Metrics
Merino wool apparel for skiing, biking and the outdoors
Last updated · August 2026 edition · method v1.2
Mons Royale ranks #129 of 312 D2C brands in the August 2026 edition and #35 of 63 in Apparel, up 7 places on last month. We estimate Mons Royale's revenue is growing year on year (medium confidence). Branded search is steady over the past year. Among apparel brands selling merino apparel, its closest competitor is Kari Traa (#157).
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 Mons Royale is today: #129 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 Mons Royale's revenue growing?
We estimate Mons Royale's revenue is growing year on year (medium confidence). Mons Royale 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 Mons Royale growing?
Mons Royale's Momentum score is 58.5, which means it is growing (50 means flat; a brand that doubled would score about 88). Branded search is steady over the past 12 months. Site traffic is growing over the same 12 months. Since September 2025 it has moved from #135 to #129 overall. Its size score is driven most by social audience, with site traffic relatively weakest.
About Mons Royale
Mons Royale designs Merino wool apparel for skiing, biking and outdoor pursuits, including base layers, mid layers, T-shirts, hoodies, pants and accessories such as socks, beanies and gloves for men and women. The brand is positioned around using natural Merino fibre as an alternative to synthetic materials, aiming for garments that combine mountain performance with everyday wearability. Its product range spans snow, bike and outdoor activities, from technical base layers to casual layers and neckwear.
The brand sells direct to consumer through its own website, shipping internationally with region-specific pricing, alongside a store locator suggesting some retail presence. Mons Royale is headquartered in Wānaka, New Zealand, with additional offices in Innsbruck and Squamish, and works with a network of New Zealand Merino farmers described as its Growers Club. Content on its site includes brand storytelling, fibre and manufacturing transparency information, athlete profiles and a journal covering topics such as hiking and Merino wool care.
Mons Royale branded search volume
How often people search for Mons Royale 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.
Mons Royale's audience, products and channels
Social audience
- Instagram monsroyale 92,782
- YouTube MonsRoyaleMerino 3,130
Also on Facebook.
Followers as shown on each platform, end of August 2026.
Products
- Products in store450
- New in the last 90 days66
- Typical priceUS$120
- Price rangeUS$23 – US$350
From Mons Royale's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Australia, Canada, Sweden and Germany.
Ecommerce stack
- Email & SMSKlaviyo
- Customer serviceGorgias
Tools detected on monsroyale.com; detection covers common apps and may miss some.
Mons Royale competitors
The apparel brands closest to Mons Royale: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Women's wool base layers, ski wear and outdoor apparel from Norway
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.
Mons Royale vs Kari Traa
Mons Royale leads on both size and growth: Scale 45.9 against 43.3, and Momentum 59 against 44. See Kari Traa's page.
| August 2026 | Mons Royale | Kari Traa |
|---|---|---|
| Overall rank | #129 | #157 |
| Apparel rank | #35 | #38 |
| Scale (size) | 45.9 | 43.3 |
| Momentum (growth) | 58.5 | 43.8 |
| Branded search | 49 | 45 |
| Site traffic | 40 | 30 |
| Social audience | 50 | 57 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Mons Royale: common questions
What does Mons Royale sell?
Merino wool apparel for skiing, biking and the outdoors. Known for: Merino base layers, Bike jerseys and trail pants, Snow and outdoor apparel, Merino socks and beanies and Balaclavas and neckwear.
Where is Mons Royale from?
Mons Royale is based in Wānaka, New Zealand.
Where can you buy Mons Royale?
Mons Royale sells through its own online store and a network of retailers and stockists. Its online store is at monsroyale.com.
When was Mons Royale founded?
Mons Royale was founded in 2009.
Who founded Mons Royale?
Mons Royale was founded by Hamish Acland and Hannah.
Is Mons Royale's revenue growing?
We estimate Mons Royale's revenue is growing year on year (medium confidence). Mons Royale 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 Mons Royale's competitors?
Mons Royale's closest competitors in the Apparel category are Kari Traa, 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.