Brandwave

How popular isHelly Hansen?

In September 2026, people searched for Helly Hansen by name about 550,000 times worldwide, a 33.2% decrease from the previous year. These searches made up 5% of all global outdoor clothing brand searches, placing Helly Hansen fourth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about outdoor clothing brands, Helly Hansen appeared in three of the five answers and was the sixth most recommended of the 11.

Search and AI answers in September 2026

Helly Hansen is the fourth most searched of 11 competitors and the sixth most recommended in AI answers.

  1. The North FaceShare of searches 36.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. PatagoniaShare of searches 24.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. Arc'teryxShare of searches 20.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. Helly HansenShare of searches 5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  5. KathmanduShare of searches 5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+6 more

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Top outdoor clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Helly Hansen was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Helly Hansen is the sixth most recommended of the 11.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Patagonia1st
  2. Arc'teryx2nd
  3. The North Face3rd
  4. Columbia4th
  5. Outdoor Research5th
  6. Helly Hansen6th
  7. Rab7th
  8. Kathmandu–
  9. Macpac–
  10. Mons Royale–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Patagonia5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Arc'teryx5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Columbia4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Outdoor Research4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • The North Face3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Helly Hansen3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rab3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kathmandu0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Macpac0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mons Royale0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about outdoor clothing brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Which outdoor clothing brands compete with Helly Hansen?

Helly Hansen against outdoor clothing brands worldwide, by month

Share of searches by month for The North Face, Patagonia, Arc'teryx, Helly Hansen, Kathmandu, Rab, Columbia. The figures are in the table below the chart.

View monthly share of searches table
MonthThe North FacePatagoniaArc'teryxHelly HansenKathmanduRabColumbiaMacpacOutdoor ResearchMons RoyaleIcebreaker
Oct 202542%25.6%17.2%5.2%4.2%1.9%2.3%0.85%0.57%0.17%0.14%
Nov 202546.8%21%17.2%5.1%3.5%1.5%3.2%0.85%0.57%0.14%0.14%
Dec 202544.4%20%20%4.9%4%1.5%3.4%0.98%0.66%0.16%0.16%
Jan 202641.9%23.1%18.9%5.6%3.8%2.1%2.6%0.93%0.62%0.19%0.23%
Feb 202639%26.3%17.6%5.3%4.3%2.9%2.4%1.1%0.86%0.21%0.17%
Mar 202634%30.4%16.6%4.1%7.5%2.7%2%1.5%0.67%0.3%0.16%
Apr 202630.3%30.5%16.7%4.1%9.2%3.4%2.2%2.2%0.82%0.3%0.2%
May 202634.5%28.4%15.5%4.7%8.5%3.1%1.9%2.1%0.77%0.28%0.19%
Jun 202629.7%29.9%16.4%4%10.9%3.3%1.9%2.7%0.81%0.3%0.2%
Jul 202634.6%28.5%15.6%3.8%8.6%3.8%1.8%2.1%0.77%0.28%0.19%
Aug 202635.3%26.4%17.6%4.3%7.9%3.5%2%1.6%0.71%0.32%0.17%
Sep 202636.9%24.9%20.3%5%5%3.3%2.2%1.2%0.67%0.25%0.16%

  1. 1.The North Face

    36.9%

    Held 1st. 4.1M estimated branded searches, +11.2% vs prior month. Share +1.6 points.

  2. 2.Patagonia

    24.9%

    Held 2nd. 2.7M estimated branded searches, 0% vs prior month. Share -1.6 points.

  3. 3.Arc'teryx

    20.3%

    Held 3rd. 2.2M estimated branded searches, +22.4% vs prior month. Share +2.7 points.

  4. 4.Helly Hansen

    5%

    Moved from 5th to 4th. 550K estimated branded searches, +22.2% vs prior month. Share +0.7 points.

  5. 5.Kathmandu

    5%

    Moved from 4th to 5th. 550K estimated branded searches, -33.2% vs prior month. Share -2.9 points.

  6. 6.Rab

    3.3%

    Held 6th. 368K estimated branded searches, 0% vs prior month. Share -0.2 points.

  7. 7.Columbia

    2.2%

    Held 7th. 245K estimated branded searches, +17.2% vs prior month. Share +0.2 points.

  8. 8.Macpac

    1.2%

    Held 8th. 135K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  9. 9.Outdoor Research

    0.67%

    Held 9th. 74K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Mons Royale

    0.25%

    Held 10th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.1 points.

  11. 11.Icebreaker

    0.16%

    Held 11th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Helly Hansen and its closest rivals

Every comparison with Helly Hansen

24 comparisons

How has branded search demand for Helly Hansen changed worldwide over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Helly Hansen worldwide fell from 823K to 550K.
  • Across the 12 months ending September 2026, Helly Hansen’s share of searches among outdoor clothing brands worldwide peaked at 5.6% in January 2026 and was lowest at 3.8% in July 2026.

How did search popularity change for outdoor clothing brands worldwide in September 2026?

6 changes

  1. In September 2026, Helly Hansen overtook Kathmandu to rank 4th among outdoor clothing brands worldwide, with 5% of the searches.

  2. In September 2026, Arc'teryx gained share of searches among outdoor clothing brands worldwide, from 17.6% to 20.3%.

  3. In September 2026, The North Face gained share of searches among outdoor clothing brands worldwide, from 35.3% to 36.9%.

  4. In September 2026, Kathmandu lost share of searches among outdoor clothing brands worldwide, from 7.9% to 5%.

  5. In September 2026, Patagonia lost share of searches among outdoor clothing brands worldwide, from 26.4% to 24.9%.

  6. Macpac’s share of searches among outdoor clothing brands worldwide has lost ground for 3 months in a row, from 2.7% to 1.2% in September 2026.

How are Helly Hansen’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Helly Hansen’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • hellyhansen

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How the Brand Demand Index is measured

Where does Helly Hansen compete?

Helly Hansen is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Waterproof jacket brands5th of 94.6%Show ranking
Outdoor clothing brands4th of 115%Shown above
Snow pants brands4th of 95.2%Show ranking
Ski jackets4th of 95.4%Show ranking
Work trousers brands2nd of 835.1%Show ranking
Creator with pink hair and a pink jacket

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