Everybody involved in the outdoor industry knows Hoka, On, and Vuori are selling well. But there are several other brands that are also managing to grow in outdoor specialty and sport specialty e-commerce channels in a challenging market, including Cotopaxi, Helly Hansen, 686, and Kuhl.
These are the findings of research firm Circana, which provided the data during a recent webinar hosted by the Outdoor Industry Association.
“If we look across the brands that grew their sales within the collective outdoor specialty and sport specialty e-commerce channels, this group of Top 10 brands contributed more than half of that dollar growth,” said Matt Tucker, director of client development for Circana, in an email. “And for most of these brands, success was not limited to the outdoor specialty channels.”
Graphic courtesy of Circana
Casual Participants Driving Some Brand Sales
In the webinar, OIA said despite a challenging outdoor business market, the outdoor industry has seen more casual participants than ever.
Outdoor consumers are looking for brands that meet several needs, including providing comfort at home, on the trail, and while traveling. Those are some of the reasons brands Hoka, Vuori, and On Running were the top three fastest-growing brands in 2023.
“With fewer post-pandemic health concerns, we’re seeing continued consumer interest in sports participation, event attendance, and adventure travel,” Tucker said. “As a result of these activities coupled with remote and hybrid work environments, consumers are investing in brands with multi-functional product offerings.”
A recent consumer study fielded by Circana in February 2024 found that 54% of U.S. consumers planning to travel in the next six months plan to purchase casual or athletic apparel, 49% plan to purchase casual or athletic apparel, and 21% plan to buy sports or outdoor equipment.
Hoka and On Running have benefited from the growth in popularity of trail-running style footwear that’s worn both on the trial and off. Activewear brand Vuori has been growing quickly and is reportedly mulling an IPO.
Wide Range of Brands Round Out Top 10 – Stanley, Cotopaxi, and More
Rounding out the list are:
- Outdoor products and apparel brand Cotopaxi.
- Stanley Outdoor, which saw its tumblers become an internet sensation last year.
- Outdoor gear brand Helly Hansen.
- Emerging footwear brand Oboz.
- Technical outerwear brand 686.
- Outdoor apparel brand Kuhl.
- Outdoor and lifestyle sock brand Darn Tough.
