Montane – D2C Ranking & Growth Metrics
Lightweight, breathable outdoor clothing and equipment for hiking, running and mountaineering
Last updated · August 2026 edition · method v1.2
Montane ranks #114 of 312 D2C brands in the August 2026 edition and #31 of 63 in Apparel, down 3 places on last month. We estimate Montane's revenue is shrinking year on year (medium confidence). Branded search is steady over the past year, with a seasonal peak in November and January. Among apparel brands selling outdoor clothing, its closest competitor is Páramo (#226).
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 Montane is today: #114 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 Montane's revenue growing?
We estimate Montane's revenue is shrinking year on year (medium confidence). Montane 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 Montane growing?
Montane's Momentum score is 41.6, which means it is declining (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 #93 to #114 overall. Its size score is driven most by social audience, with site traffic relatively weakest.
About Montane
Montane is a British outdoor clothing and equipment brand producing lightweight, breathable gear for hiking, running, climbing, mountaineering, expedition and ski touring use. Its range covers waterproof and insulated jackets, softshells, base layers, fleeces, legwear, packs, hydration products and accessories for both men and women, including technologies such as GORE-TEX and its own PETRICHOR fabric. The brand states that its designs have been developed in collaboration with mountain professionals, including groups such as the British Antarctic Survey and Mountain Rescue Teams, using demanding environments as a testing ground for its products.
Montane sells directly to consumers through its own website, offering region-specific pricing and delivery across several countries, alongside a stockist network. It positions itself around durability and long-term use, offering a Guaranteed for Life policy and a repairs and aftercare service. The brand also supports outdoor events such as the Spine Race series and the Lakeland 50 & 100, and works with partners including Fix the Fells and the Alpine Club.
Montane branded search volume
How often people search for Montane 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 seasonal, peaking in November and January and lowest in July.
Montane's audience, products and channels
Social audience
- Instagram montaneofficial 134,706
Also on YouTube and Facebook.
Followers as shown on each platform, end of August 2026.
Products
- Products in store417
- New in the last 90 days43
- Typical price£90
- Price range£0 – £750
From Montane's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the UK, Australia, Canada and Germany.
Ecommerce stack
- Email & SMSKlaviyo
- ReviewsOkendo, Trustpilot
- MerchandisingNosto
- LoyaltyLoyaltyLion
- PaymentsKlarna, Shop Pay
- TrackingGoogle Tag Manager
- AnalyticsHotjar
Tools detected on montane.com; detection covers common apps and may miss some.
Montane competitors
The apparel brands closest to Montane: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Weatherproof outdoor clothing for hiking, climbing and mountain activities
Scandinavian outdoor clothing, footwear and gear sold direct online
British outdoor clothing and accessories made from recycled and organic materials.
Technical outdoor apparel and gear for mountain sports, made in Jackson, Wyoming
French outdoor apparel for skiing, surfing, hiking and trail running.
Montane vs Páramo
Montane is the bigger brand (Scale 48.1 against 33.3), while Páramo is growing faster (Momentum 69 against 42). See Páramo's page.
| August 2026 | Montane | Páramo |
|---|---|---|
| Overall rank | #114 | #226 |
| Apparel rank | #31 | #54 |
| Scale (size) | 48.1 | 33.3 |
| Momentum (growth) | 41.6 | 68.6 |
| Branded search | 51 | 28 |
| Site traffic | 41 | 36 |
| Social audience | 53 | 37 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Montane: common questions
What does Montane sell?
Lightweight, breathable outdoor clothing and equipment for hiking, running and mountaineering. Known for: Waterproof Jackets, Insulated Jackets, Base Layers, Fleeces and Packs & Hydration.
Where is Montane from?
Montane is based in United Kingdom.
Where can you buy Montane?
Montane sells through its own online store and a network of retailers and stockists. Its online store is at montane.com.
Is Montane's revenue growing?
We estimate Montane's revenue is shrinking year on year (medium confidence). Montane 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 Montane's competitors?
Montane's closest competitors in the Apparel category are Páramo, RevolutionRace, Passenger and Stio.
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.