Norrøna – D2C Ranking & Growth Metrics
High-end outdoor clothing and equipment for skiing, hiking and mountaineering
Last updated · August 2026 edition · method v1.2
Norrøna ranks #36 of 312 D2C brands in the August 2026 edition and #12 of 111 in Sports & Outdoor, up 4 places on last month. We estimate Norrøna's revenue is growing year on year (medium confidence). Branded search is growing over the past year, with a seasonal peak in February and January. Among sports & outdoor brands selling outdoor clothing, its closest competitor is Haglöfs (#50).
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 Norrøna is today: #36 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 Norrøna's revenue growing?
We estimate Norrøna's revenue is growing year on year (medium confidence). Norrøna 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 Norrøna growing?
Norrøna's Momentum score is 59.0, which means it is growing (50 means flat; a brand that doubled would score about 88). Branded search is growing over the past 12 months. Site traffic is growing over the same 12 months. Since September 2025 it has moved from #35 to #36 overall. Its size score is driven most by branded search demand, with site traffic relatively weakest.
About Norrøna
Norrøna is a Norwegian outdoor brand that makes technical clothing and equipment for activities such as skiing and snowboarding, mountaineering, hiking, mountain biking, trail running, hunting and surfing. Its collections are organised by activity, with product lines named after Norwegian places such as Lofoten, Lyngen, Trollveggen, Falketind and Femund, and cover jackets, base layers, trousers, backpacks, skis and accessories for both men and women. The brand positions itself in the high-end segment of outdoor apparel, aimed at people who use the products in demanding mountain and coastal conditions rather than purely for casual wear.
Norrøna sells directly to consumers through its own website, which serves numerous international markets, and operates physical retail spaces referred to as Norrøna House, which combine product display with a café. Beyond clothing and equipment, Norrøna also organises guided trips and expeditions under the Norrøna Adventure banner, covering destinations in Norway and abroad and activities such as ski touring, trekking, mountaineering and wildlife travel. The brand also publishes editorial content, including a magazine and podcasts, covering topics such as design, product quality, history and outdoor culture, and works with a group of outdoor ambassadors across its core activities.
Norrøna branded search volume
How often people search for Norrøna 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 growing. Demand is seasonal, peaking in February and January and lowest in June.
Norrøna's audience, products and channels
Social audience
- Instagram norrona 291,528
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 Spain.
Ecommerce stack
- TrackingGoogle Tag Manager
Tools detected on norrona.com; detection covers common apps and may miss some.
Norrøna competitors
The sports & outdoor brands closest to Norrøna: same kind of product first, then the nearest in size. See every brand in Sports & Outdoor or the full D2C brand rankings.
Swedish outdoor clothing and equipment for mountains and changing weather.
Swedish maker of durable outdoor clothing, boots and backpacks for trekking.
German outdoor brand making clothing, backpacks, bike bags and tents
Norwegian outdoor apparel and equipment brand
Colourful outdoor packs, apparel and travel gear with a giving-focused mission.
Norrøna vs Haglöfs
Norrøna leads on both size and growth: Scale 60.9 against 57.9, and Momentum 59 against 50. See Haglöfs' page.
| August 2026 | Norrøna | Haglöfs |
|---|---|---|
| Overall rank | #36 | #50 |
| Sports & Outdoor rank | #12 | #19 |
| Scale (size) | 60.9 | 57.9 |
| Momentum (growth) | 59.0 | 49.7 |
| Branded search | 70 | 63 |
| Site traffic | 52 | 53 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Norrøna: common questions
What does Norrøna sell?
High-end outdoor clothing and equipment for skiing, hiking and mountaineering. Known for: Lofoten ski/hiking line, Lyngen ski touring line, Trollveggen mountaineering line, Falketind alpine line and Femund hiking line.
Where is Norrøna from?
Norrøna is based in Norway.
Where can you buy Norrøna?
Norrøna sells through its own online store and a network of retailers and stockists. Its online store is at norrona.com.
Is Norrøna's revenue growing?
We estimate Norrøna's revenue is growing year on year (medium confidence). Norrøna 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 Norrøna's competitors?
Norrøna's closest competitors in the Sports & Outdoor category are Haglöfs, Lundhags, VAUDE and Bergans.
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.