Recorded answer text · ChatGPT · 25 October 2026
If you want to know what outdoor brands Brits actually buy, rather than just which ones have the best reputation among hikers, the big story is that the UK market splits into three groups: affordable practical gear, mainstream outdoor fashion, and specialist technical kit.
A 2025 UK outdoor retail report found that Nike, The North Face, adidas, Patagonia and Mountain Warehouse were among the most-mentioned brands when consumers were asked, without prompting, which outdoor brands came to mind. That measures awareness, though, not actual purchases. assets.ctfassets.netwww-statista-com.libproxy.pcc.edusalience.co.uk
## The brands that matter in Britain
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1\. Mainstream outdoor fashion
The North Face · Berghaus · Columbia · adidas
The North Face is arguably the standout name for combining outdoor credibility with everyday fashion. Berghaus and Columbia are established practical alternatives, while adidas overlaps with hiking and casual outdoor wear. The North Face had 90% aided brand awareness in a 2024 UK survey. assets.ctfassets.netwww-statista-com.libproxy.pcc.edusalience.co.uk
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2\. Affordable, practical outdoor gear
Mountain Warehouse · Regatta · Trespass · Quechua
These are the names to watch for everyday walkers, dog owners, families, casual campers and people buying waterproofs without spending premium prices. Mountain Warehouse ranked fifth in unprompted outdoor brand awareness in the 2025 survey; Trespass and Regatta also feature prominently in UK outdoor retail search data. assets.ctfassets.netsalience.co.ukwww.savills.co.ukassets.publishing.service.gov.ukyougov.co.ukwww-statista-com.libproxy.pcc.edu
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3\. Premium and specialist outdoor gear
Rab · Patagonia · Arc'teryx · Montane · Mountain Equipment
These brands are especially relevant to serious hikers, climbers, mountaineers and people willing to pay for performance. Patagonia and Arc'teryx also have fashion appeal beyond technical users. UK search data shows substantial interest in both brands, but search demand alone doesn't establish sales volume. salience.co.ukwww.savills.co.uk
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4\. Outdoor footwear and trail crossover
Salomon · Merrell · Scarpa · Timberland
Footwear is its own competitive battleground: Salomon bridges trail running and streetwear, Merrell appeals to walkers, and Scarpa has a more specialist following. assets.publishing.service.gov.uksalience.co.ukyougov.co.uk
## What the numbers actually tell us
Here are three useful indicators, with an important distinction between what people recognise and what they purchase.
| Indicator | What stands out |
|--------|--------|
| Unprompted awareness, 2025 | Nike, The North Face, adidas, Patagonia, Mountain Warehouse |
| Overall recognition, 2024 | The North Face: 90%; Berghaus: 61%; Patagonia: 45% |
| UK outdoor retail search traffic, July 2025 | Decathlon and GO Outdoors led the retailer websites; The North Face led individual outdoor brands |
Sources: UK outdoor consumer survey, Statista and Salience's search analysis. assets.ctfassets.netwww-statista-com.libproxy.pcc.edusalience.co.uk
One particularly useful finding: in the 2025 survey of 415 recent outdoor buyers, comfort was the top purchase consideration, followed by durability, material quality and price. Weather protection also mattered. Brand prestige and fashion ranked lower. assets.ctfassets.net
## My take
If you're trying to understand the real British outdoor market, I'd start with these eight names\:
- The North Face - broad recognition and lifestyle appeal.
- Mountain Warehouse - mainstream outdoor retail.
- Regatta - practical, accessible outdoor clothing.
- Berghaus - established British outdoor identity.
- Rab - technical outdoor credibility.
- Patagonia - premium outdoor and sustainability positioning.
- Salomon - footwear, trail running and fashion crossover.
- Trespass - accessible outdoor clothing.
This is a practical shortlist, not a verified ranking of unit sales. Publicly accessible data doesn't provide one definitive, like-for-like league table of how many outdoor garments Brits buy by brand.
One question that would help narrow this down\: are you interested in what Brits buy for actual hiking and camping, what they wear as everyday outdoor fashion, or which brands sell the most overall? Those produce quite different rankings.