The North Face Competitors

The North Face is an outdoor recreation equipment and apparel company that was founded by Susie Tompkins Buell and Douglas Tompkins in 1968. It started as a climbing gear supplier but has since become associated with mountaineering and a line of street apparel that many people wear as a status symbol.

The North Face surpassed $1 billion in sales for Q4 2021, the best quarter in the brand’s history with sales 27% higher than pre-pandemic levels. New president Nicole Otto – a 16-year Nike veteran – is poised to oversee the evolution of The North Face into a brand that consumers can purchase all year round and not just for certain seasons or applications.

With this broader target audience, however, comes more competition.

Competitor	Description	Key Insights	Competitive Overlap	Differentiation
Patagonia	An outdoor clothing and gear company known for its sustainable practices and commitment to environmental and social responsibility. Patagonia competes directly with The North Face in the outdoor and activewear market.	Patagonia offers outdoor clothing and gear with a focus on sustainability and ethical manufacturing, directly competing with The North Face in segments like outdoor apparel and eco-friendly products, targeting environmentally-conscious consumers.	Both compete in the outdoor and activewear market, offering outdoor clothing and gear, with Patagonia’s strong emphasis on sustainability and activism.	Patagonia’s strong commitment to environmental and social responsibility.
Columbia Sportswear	A sportswear and outdoor brand offering a wide range of outdoor apparel and equipment. Columbia competes with The North Face in the outdoor clothing and equipment space.	Columbia Sportswear provides outdoor clothing and gear, directly competing with The North Face in segments like outdoor apparel and performance wear, targeting outdoor enthusiasts and adventurers.	Both compete in the outdoor clothing and equipment market, offering a variety of outdoor products, with Columbia’s focus on innovative technologies and affordability.	Columbia’s innovative technologies and value-oriented offerings.
Arc’teryx	A premium outdoor clothing and equipment brand known for its technical and high-performance gear. Arc’teryx competes with The North Face in the premium outdoor and activewear segment.	Arc’teryx offers high-performance outdoor clothing and equipment, directly competing with The North Face in segments like technical outerwear and premium gear, targeting outdoor athletes and enthusiasts seeking top-quality products.	Both compete in the premium outdoor and activewear market, offering high-performance gear, with Arc’teryx’s focus on cutting-edge design and technical excellence.	Arc’teryx’s technical expertise and design innovation.
REI Co-op	A retail cooperative that offers outdoor gear, apparel, and equipment, including its own line of outdoor clothing and products. REI Co-op competes with The North Face in the outdoor retail and private-label activewear sector.	REI Co-op provides outdoor gear, clothing, and equipment, including its own branded products, directly competing with The North Face in segments like outdoor retail and private-label activewear, targeting outdoor enthusiasts and co-op members.	Both compete in the outdoor retail and private-label activewear market, offering a wide range of outdoor products, with REI Co-op’s focus on a cooperative membership model and community engagement.	REI Co-op’s cooperative membership model and community involvement.
Marmot	An outdoor brand specializing in clothing, tents, sleeping bags, and equipment for outdoor activities. Marmot competes with The North Face in the outdoor clothing and equipment market.	Marmot offers outdoor clothing and gear for various outdoor activities, directly competing with The North Face in segments like outdoor apparel and camping equipment, targeting outdoor enthusiasts and adventurers.	Both compete in the outdoor clothing and equipment market, offering outdoor products for different activities, with Marmot’s focus on quality and technical performance.	Marmot’s technical gear and outdoor product range.
Mountain Hardwear	An outdoor brand known for its mountaineering and climbing gear, including clothing, tents, and sleeping bags. Mountain Hardwear competes with The North Face in the outdoor and climbing equipment market.	Mountain Hardwear provides mountaineering and outdoor gear, directly competing with The North Face in segments like climbing equipment and technical clothing, targeting climbers and outdoor adventurers.	Both compete in the outdoor and climbing equipment market, offering technical gear for outdoor activities, with Mountain Hardwear’s focus on mountaineering and climbing expertise.	Mountain Hardwear’s mountaineering and climbing gear specialization.
Eddie Bauer	An outdoor and activewear brand offering a range of outdoor clothing, gear, and accessories. Eddie Bauer competes with The North Face in the outdoor clothing and lifestyle apparel sector.	Eddie Bauer offers outdoor and lifestyle clothing, gear, and accessories, directly competing with The North Face in segments like outdoor lifestyle apparel and outerwear, targeting consumers looking for versatile outdoor products.	Both compete in the outdoor clothing and lifestyle apparel market, offering a mix of outdoor and lifestyle products, with Eddie Bauer’s focus on heritage and versatile outdoor wear.	Eddie Bauer’s heritage and versatile outdoor lifestyle offerings.
Cotopaxi	An outdoor brand known for its sustainable products and commitment to social impact. Cotopaxi competes with The North Face in the outdoor and sustainable activewear market.	Cotopaxi offers sustainable outdoor clothing and gear, directly competing with The North Face in segments like sustainable activewear and ethical manufacturing, targeting socially-conscious consumers.	Both compete in the outdoor and sustainable activewear market, offering sustainable and socially responsible products, with Cotopaxi’s strong commitment to positive social impact.	Cotopaxi’s emphasis on sustainability and social responsibility.
Black Diamond	An outdoor equipment and apparel company specializing in climbing, skiing, and mountaineering gear. Black Diamond competes with The North Face in the climbing and outdoor equipment market.	Black Diamond offers climbing and mountaineering gear, directly competing with The North Face in segments like climbing equipment and technical outerwear, targeting climbers and outdoor adventurers seeking specialized equipment.	Both compete in the climbing and outdoor equipment market, offering specialized gear for outdoor activities, with Black Diamond’s focus on climbing and mountaineering expertise.	Black Diamond’s climbing and mountaineering gear specialization.
Outdoor Research	An outdoor brand known for its technical and performance-driven clothing and equipment. Outdoor Research competes with The North Face in the outdoor clothing and gear market.	Outdoor Research provides technical outdoor clothing and gear, directly competing with The North Face in segments like technical outerwear and outdoor accessories, targeting outdoor enthusiasts and adventurers.	Both compete in the outdoor clothing and gear market, offering technical and performance-driven products, with Outdoor Research’s focus on innovation and functionality.	Outdoor Research’s focus on technical innovation and functionality.

Table of Contents

Patagonia

Patagonia was founded in 1973 by Yvon Chouinard, who started selling rock climbing gear as early as 1957 under a company named Chouinard Equipment.

Like The North Face, many who wear Patagonia brand apparel do so because of the status associated with the brand. Here, brand status is due to the company’s strict environmental stance and sustainability initiatives.

The company has a dominant 10% market share in the outdoor apparel market with products available in 38 countries.

Columbia Sportswear

Columbia Sportswear is an American manufacturer and distributor of products for outdoor enthusiasts, such as footwear, sportswear, ski apparel, accessories, and camping equipment.

After becoming a public company in 1998, Columbia acquired mountaineering equipment company Mountain Hardwear and footwear brands Sorel and Montrail, to name a few.

The company is a significant presence in the American market, with a United States revenue of $2.06 billion in 2021.

Marmot

Marmot is an American outdoor apparel, camping gear, and sports goods company that was founded in 1974 by Tom Boyce, David Huntley, and Eric Reynolds. It was named after the Marmot Club, a social mountain climbing group that only admitted new individuals if they could summit a peak with a pre-existing member.

All three founders had also expressed an interest in making and commercializing their own mountaineering equipment, with Boyce previously making the climbing apparel for the Clint Eastwood film The Eiger Sanction.

Along with The North Face, Marmot was the first brand to offer soft-shell jackets lined with the waterproof membrane GORE-TEX. Marmot has also released a range of innovative sleeping bags and tents.

Arc’teryx

Arc’teryx is an outdoor clothing and climbing gear company that was founded as Rock Solid in Vancouver in 1989. The company still operates its original Canadian factory with 500 employees producing 10% of its global output. The other 90% is produced in factories across 21 different countries including China, Myanmar, Indonesia, Bangladesh, and Romania.

Like Patagonia, the overarching philosophy of Arc’teryx is related to low environmental impact. Indeed, the company believes that durable clothing is the strongest path to sustainability.

After several previous owners, Arc’teryx was purchased by Chinese multinational sports company Anta Sports in 2019.

Canada Goose

Canada Goose, formally known as Canada Goose Holdings Inc., is a Canadian manufacturer of winter clothing such as parkas, jackets, shells, gloves, vests, and hats. Today, the company is known for its specialized, down-filled jackets which it has been crafting since the early 1970s.

Canada Goose enjoys high brand equity – particularly in North America – with its distinctive red and white badge logo featuring a map of the Arctic. Products are more expensive than the competition since most are still made with Canadian labor.

The company was one of many to profit from a surge in eCommerce sales during the pandemic, with revenue exceeding $1 billion for the first time in 2021. Revenue was also helped by surging direct-to-consumer sales in China.

Key takeaways:

The North Face is an outdoor recreation equipment and apparel company that was founded by Susie Tompkins Buell and Douglas Tompkins in 1968. The North Face started as a climbing equipment manufacturer but has since branched out into apparel, sportswear, and accessories.
With 10% of the total outdoor apparel market and superior brand equity, Patagonia is the main competitor of The North Face in the United States. Marmot and Columbia Sportswear are two other American brands with a significant presence.
Canadian companies Arc’teryx and Canada Goose are perhaps more specialized than some of The North Face’s other competitors. But in the case of Canada Goose, sales nevertheless topped $1 billion in 2021.

Key Highlights:

The North Face: Founded in 1968, The North Face is an outdoor recreation equipment and apparel company. It started as a climbing gear supplier and has since expanded into sportswear and accessories.
Sales Growth: The North Face achieved its best quarter in Q4 2021, surpassing $1 billion in sales with a 27% increase from pre-pandemic levels.
Competition: With a broader target audience, The North Face faces increased competition from other outdoor apparel brands.
Patagonia: Founded in 1973, Patagonia is known for its strict environmental stance and sustainability initiatives. It holds a dominant 10% market share in the outdoor apparel market.
Columbia Sportswear: An American manufacturer of outdoor products, Columbia Sportswear owns popular brands like Mountain Hardwear and Sorel. Its revenue in the United States reached $2.06 billion in 2021.
Marmot: Marmot is an American outdoor apparel and camping gear company that pioneered soft-shell jackets lined with GORE-TEX.
Arc’teryx: Founded in 1989, Arc’teryx is an outdoor clothing and climbing gear company known for its low environmental impact philosophy. It was purchased by Anta Sports in 2019.
Canada Goose: A Canadian manufacturer of winter clothing, Canada Goose is renowned for its down-filled jackets and high brand equity, especially in North America.
Sales Growth in Pandemic: Both Canada Goose and The North Face experienced increased revenue during the pandemic due to surging eCommerce sales and demand in specific regions like China.