ULA – D2C Ranking & Growth Metrics
Ultralight backpacking packs and gear made in Utah
Last updated · August 2026 edition · method v1.2
ULA ranks #273 of 312 D2C brands in the August 2026 edition and #9 of 10 in Travel & Bags, down 3 places on last month. We estimate ULA's revenue is flat year on year (low confidence). Branded search is growing over the past year. Among travel & bags brands selling backpacking packs, its closest competitor is United by Blue (#238).
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, 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 ULA is today: #273 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 →Published above 5,000 monthly branded searches.
what drives the score Is ULA's revenue growing?
We estimate ULA'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 ULA growing?
ULA has no Momentum score yet: Momentum is published once a brand passes 5,000 monthly branded searches. Branded search is growing over the past 12 months, and steady over the last three months compared with the same months a year earlier. Site traffic is declining over the same 12 months. Since September 2025 it has moved from #239 to #273 overall. Its size score is driven most by social audience, with branded search demand relatively weakest.
About ULA
ULA Equipment designs and manufactures ultralight backpacking packs and related gear, cutting and sewing its products in Utah. The range covers framed and frameless backpacks, day and travel bags, duffles, and accessories such as pack covers, hipbelts, straps and stakebags, aimed at thru-hikers and backpackers who prioritise low pack weight without sacrificing durability. Custom pack options are also offered alongside the standard line-up.
The brand sells directly to consumers through its own website, with products organised by category (framed packs, frameless packs, day and travel, duffles, accessories and parts) and supported by sizing guides for torso length and hipbelt fit to help customers choose the right pack. ULA Equipment markets an anniversary edition alongside its regular catalogue, and publishes guidance content such as gear advice for thru-hikers. It positions itself within the ultralight backpacking niche, selling hardgoods built for long-distance trail use.
ULA branded search volume
How often people search for ULA 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; the last three months, compared with the same months a year earlier, are steady. Demand is fairly steady through the year.
ULA's audience, products and channels
Social audience
- Instagram ulaequipment 26,336
- YouTube UlaEquipment 2,880
Also on 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 Australia, Canada and the US.
Ecommerce stack
- Email & SMSMailchimp
- TrackingMeta Pixel, Google Tag Manager
Tools detected on ula-equipment.com; detection covers common apps and may miss some.
ULA competitors
The travel & bags brands closest to ULA: same kind of product first, then the nearest in size. See every brand in Travel & Bags or the full D2C brand rankings.
Sustainable bags and accessories that fund waterway cleanups.
Ultralight backpacks and hiking gear for backpackers.
Backpacks and travel bags for hiking, trekking and everyday travel
Travel and camera backpacks, slings and bags for photographers and travellers
Norwegian-designed backpacks, luggage and sports travel bags.
ULA: common questions
What does ULA sell?
Ultralight backpacking packs and gear made in Utah. Known for: Circuit backpack, Catalyst backpack, Ohm backpack, CDT frameless pack and Dragonfly day/travel packs.
Where is ULA from?
ULA is based in United States.
Where can you buy ULA?
ULA sells through its own online store. Its online store is at ula-equipment.com.
Is ULA's revenue growing?
We estimate ULA'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 ULA's competitors?
ULA's closest competitors in the Travel & Bags category are United by Blue, Pa'lante Packs, Gregory and WANDRD.
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.