Salewa – D2C Ranking & Growth Metrics
Mountain sports apparel, footwear and equipment for climbing, hiking and ski touring
Last updated · August 2026 edition · method v1.3
Salewa ranks #31 of 312 D2C brands in the August 2026 edition and #9 of 111 in Sports & Outdoor, up 4 places on last month. We estimate Salewa's revenue is shrinking year on year (medium confidence). Branded search is declining over the past year. Among sports & outdoor brands selling mountaineering gear, its closest competitor is Klättermusen (#83).
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, medium confidence; close to flat. 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 Salewa is today: #31 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 Salewa's revenue growing?
We estimate Salewa's revenue is shrinking year on year (medium confidence). Salewa 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 Salewa growing?
Salewa's Momentum score is 42.8, 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, and steady over the last three months compared with the same months a year earlier. Site traffic is steady over the same 12 months. Since September 2025 it has moved from #27 to #31 overall. Its size score is driven most by branded search demand, with site traffic relatively weakest.
About Salewa
Salewa is an Italian mountain sports brand offering apparel, footwear, backpacks and technical equipment for trekking, climbing, speed hiking, mountaineering and ski touring. Its range covers jackets, trousers, midlayers, baselayers and accessories alongside footwear for mountaineering, hiking and approach use, as well as backpacks, tents, sleeping bags, mats and climbing hardware such as helmets, harnesses, carabiners, crampons and ropes for both men and women, with a separate kids' line.
The brand is positioned around activities in alpine and mountain environments, organising its collections by pursuit rather than by product type alone, from high mountain tents to via ferrata gear. Salewa sells through its own online shop, organised by men's, women's and kids' categories, as well as through wholesale partners, reflecting its origins as a wholesale-led outdoor equipment company. The company also communicates on sustainability topics such as repair, circularity and its manufacturing standards, alongside editorial content covering athletes and mountain culture.
Salewa branded search volume
How often people search for Salewa 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; the last three months, compared with the same months a year earlier, are steady. Demand is fairly steady through the year.
Salewa's audience, products and channels
Social audience
- Instagram salewa 302,671
- TikTok salewa.official 15,300
- YouTube salewa 16,900
Also on Pinterest and Facebook.
Followers as shown on each platform, end of August 2026.
Where it sells
- Own online storeyes
- Retailers / stockistsnot found
- Amazonnot found
Its site is most visited in Italy, Germany, Spain and France.
Ecommerce stack
- SearchAlgolia
- PaymentsKlarna
Tools detected on salewa.com; detection covers common apps and may miss some.
Salewa competitors
The sports & outdoor brands closest to Salewa: same kind of product first, then the nearest in size. See every brand in Sports & Outdoor or the full D2C brand rankings.
Swedish maker of refined mountaineering equipment and outdoor apparel
Technical clothing and equipment for mountaineering, climbing and hiking.
Japanese-designed camping gear, apparel and outdoor living products.
Technical clothing and gear engineered for hunting and fishing pursuits.
Australian-designed outdoor and travel gear, from tents to camp kitchenware.
Salewa vs Klättermusen
Salewa is the bigger brand (Scale 62.1 against 52.0), while Klättermusen is growing faster (Momentum 62 against 43). See Klättermusen's page.
| August 2026 | Salewa | Klättermusen |
|---|---|---|
| Overall rank | #31 | #83 |
| Sports & Outdoor rank | #9 | #30 |
| Scale (size) | 62.1 | 52.0 |
| Momentum (growth) | 42.8 | 62.0 |
| Branded search | 71 | 61 |
| Site traffic | 52 | 43 |
| Social audience | 63 | 52 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Salewa: common questions
What does Salewa sell?
Mountain sports apparel, footwear and equipment for climbing, hiking and ski touring. Known for: Mountaineering footwear, Hardshell jackets, Climbing equipment, Ski touring backpacks and Tents and sleeping bags.
Where is Salewa from?
Salewa is based in Italy.
Where can you buy Salewa?
Salewa sells through its own online store. Its online store is at salewa.com.
Is Salewa's revenue growing?
We estimate Salewa's revenue is shrinking year on year (medium confidence). Salewa 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 Salewa's competitors?
Salewa's closest competitors in the Sports & Outdoor category are Klättermusen, Mountain Equipment, Snow Peak and SITKA Gear.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.3. See the methodology, or report a correction.