NAADAM – D2C Ranking & Growth Metrics
Cashmere sweaters and knitwear, including a $98 Original Sweater.
Last updated · October 2026 edition · data to end of September 2026 · method v1.3
NAADAM is new to the index this month, entering at #267 of 522 overall and #94 of 142 in Apparel. On our estimate its revenue is shrinking year on year (high confidence). Branded search is declining over the past year, with a seasonal peak in November and December. Its closest Apparel competitor is Rapanui (#262).
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.
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.
How scoring works →How big NAADAM is today: #267 of 522 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 NAADAM's revenue growing?
We estimate NAADAM's revenue is shrinking year on year (high confidence). Branded search and site traffic don't contradict each other, 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 NAADAM growing?
NAADAM's Momentum score is 35.6, 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. Site traffic is declining over the same 12 months. Its size score is driven most by social audience, with site traffic relatively weakest.
About NAADAM
NAADAM makes cashmere clothing and accessories: sweaters, cardigans, tees, loungewear, scarves, gloves and blankets, sold alongside organic cotton basics and cotton-cashmere blends. Its signature piece is the $98 Original Sweater, priced well below typical cashmere, and the catalogue is organised by yarn grade, from lightweight layering knits to a thicker luxe weight. The brand marks its history with a self-described "Ten Years of Cashmere" milestone and sells seasonal collaborations such as college and NFL-branded cashmere.
NAADAM competitors
The apparel brands closest to NAADAM: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Organic cotton clothing made on the Isle of Wight, printed to order
UK-made jeans, knitwear and everyday clothing for men, women and kids.
Slogan-free, color-based basics for babies and kids
Hemp clothing and basics made in the USA
Lightweight outdoor clothing and equipment for mountain professionals and athletes
NAADAM vs Rapanui
Rapanui leads on both size and growth: Scale 45.6 against 45.3, and Momentum 60 against 36. See Rapanui's page.
| October 2026 | NAADAM | Rapanui |
|---|---|---|
| Overall rank | #267 | #262 |
| Apparel rank | #94 | #92 |
| Scale (size) | 45.3 | 45.6 |
| Momentum (growth) | 35.6 | 60.0 |
| Branded search | 45 | 37 |
| Site traffic | 38 | 49 |
| Social audience | 54 | 52 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
NAADAM branded search volume
How often people search for NAADAM 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.
NAADAM's audience, products and channels
Social audience
- Instagram naadam.co 130k
- TikTok naadam.co 12k
Also on Pinterest.
Followers as shown on each platform, collected for the October 2026 edition.
Products
- Products in store483
- New in the last 90 days101
- Typical priceUS$157
- Price rangeUS$1 – US$698
From NAADAM's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the US, Canada and the UK.
Ecommerce stack
- Email & SMSKlaviyo, Postscript
- ReviewsYotpo
- MerchandisingRebuy, Nosto
- PaymentsKlarna, Shop Pay
- TrackingMeta Pixel, Google Tag Manager
- AnalyticsHotjar
Tools detected on naadam.co; detection covers common apps and may miss some.
NAADAM: common questions
What does NAADAM sell?
Cashmere sweaters and knitwear, including a $98 Original Sweater.
Where is NAADAM from?
NAADAM is based in United States.
Where can you buy NAADAM?
NAADAM sells through its own online store and selected retailers. Its online store is at naadam.co.
Is NAADAM's revenue growing?
Our estimate is shrinking year on year, with high confidence. It is a direction from online signals, not a sales figure.
Who are NAADAM's competitors?
NAADAM's closest competitors in the Apparel category are Rapanui, Community Clothing, Primary and Jungmaven.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. October 2026, method v1.3. See the methodology, or report a correction. Want alerts when brands like NAADAM move, or the data as an export? See data & alerts.