Osprey – D2C Ranking & Growth Metrics
Backpacks, travel luggage and daypacks for outdoor and everyday use.
Last updated · October 2026 edition · data to end of September 2026 · method v1.3
Osprey ranks #3 of 444 D2C brands in the October 2026 edition and #1 of 17 in Travel & Bags, unchanged on last month. We estimate Osprey's revenue is flat year on year (low confidence). Branded search is steady over the past year. In Travel & Bags, its closest competitor is CALPAK (#51).
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.
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, low 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 Osprey is today: #3 of 444 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: roughly flat (50 = flat).
what drives the score Is Osprey's revenue growing?
We estimate Osprey's revenue is flat year on year (low confidence). Branded search is steady but site traffic is declining, so the two signals don't back each other up and confidence is low.
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 Osprey growing?
Osprey's Momentum score is 44.0, which means it is roughly flat (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. Its size score is driven most by branded search demand, with site traffic relatively weakest.
About Osprey
Osprey designs backpacks, travel luggage and related carry gear, selling since 1974. The range spans hiking and backpacking packs, daypacks, hydration packs, child carriers, travel backpacks, wheeled luggage, duffels and accessories such as packing cubes and toiletry kits, organised by activity, fit and named product collections including Aether, Exos, Talon, Farpoint and Sojourn. Products are offered for men, women, youth and in unisex and extended fits, covering hiking, backpacking, camping, biking, running, skiing and everyday commuting and travel use.
The brand sells directly through its own website alongside a network of retail dealers. Osprey positions itself around durability and long-term product support, backing its gear with what it calls the All Mighty Guarantee, and also highlights sustainability efforts including partnership with bluesign and factory and material practices described on its site. It addresses outdoor enthusiasts, commuters and travellers who need task-specific packs and luggage, with product lines segmented by activity and intended use rather than a single general-purpose design.
Osprey competitors
The travel & bags brands closest to Osprey: same kind of product first, then the nearest in size. See every brand in Travel & Bags or the full D2C brand rankings.
Luggage, bags and travel organisers for everyday and travel use.
Load-hauling backpacks for military, fire, hunting and everyday use
Travel and camera backpacks, slings and bags for photographers and travellers
Backpacks and travel bags for hiking, trekking and everyday travel
Ultralight backpacks and hiking gear for backpackers.
Osprey vs CALPAK
Osprey is the bigger brand (Scale 78.8 against 63.6), while CALPAK is growing faster (Momentum 53 against 44). See CALPAK's page.
| October 2026 | Osprey | CALPAK |
|---|---|---|
| Overall rank | #3 | #51 |
| Travel & Bags rank | #1 | #5 |
| Scale (size) | 78.8 | 63.6 |
| Momentum (growth) | 44.0 | 52.9 |
| Branded search | 96 | 68 |
| Site traffic | 68 | 56 |
| Social audience | 72 | 67 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Osprey branded search volume
How often people search for Osprey 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.
Osprey's audience, products and channels
Social audience
- Instagram ospreypacks 665,370
- TikTok ospreypacksofficial 31,200
- YouTube ospreypacks 32,600
Also on Pinterest, X and Facebook.
Followers as shown on each platform, collected for the October 2026 edition.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the UK, Australia, Canada and Germany.
Osprey: common questions
What does Osprey sell?
Backpacks, travel luggage and daypacks for outdoor and everyday use. Known for: Hiking and backpacking packs, Travel backpacks and wheeled luggage, Daypacks and commuter bags, Hydration packs and Child carriers.
Where is Osprey from?
Osprey is based in United States.
Where can you buy Osprey?
Osprey sells through its own online store and a network of retailers and stockists. Its online store is at osprey.com.
When was Osprey founded?
Osprey was founded in 1974.
Is Osprey's revenue growing?
We estimate Osprey's revenue is flat year on year (low confidence). Branded search is steady but site traffic is declining, so the two signals don't back each other up and confidence is low. 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 Osprey's competitors?
Osprey's closest competitors in the Travel & Bags category are CALPAK, Mystery Ranch, WANDRD and Gregory.
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 Osprey move, or the data as an export? See data & alerts.