Outdoor retailers in the United Kingdom:Which are most popular?

Name: Outdoor retailers in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Decathlon was the most searched outdoor retailer in the United Kingdom, accounting for 37.8% of all searches among the nine retailers we track. When we checked with ChatGPT and Google AI Overviews, GO Outdoors and Cotswold Outdoor showed up in every answer. Cotswold Outdoor was recommended most often, coming first in every response.

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Top outdoor retailers in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions, GO Outdoors and Cotswold Outdoor appeared every time. Cotswold Outdoor was recommended most often, coming first in every answer. GO Outdoors was second, and Ellis Brigham was third. Millets, which ranked fifth in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Answers that named it
GO Outdoors	Named in 3 of 3 ChatGPT answers	3 of 3
Cotswold Outdoor	Named in 3 of 3 ChatGPT answers	3 of 3
Decathlon	Named in 2 of 3 ChatGPT answers	2 of 3
Mountain Warehouse	Named in 2 of 3 ChatGPT answers	2 of 3
Ellis Brigham	Named in 2 of 3 ChatGPT answers	2 of 3
Trespass	Named in 1 of 3 ChatGPT answers	1 of 3
Millets	Named in 0 of 3 ChatGPT answers	0 of 3
Snow+Rock	Named in 0 of 3 ChatGPT answers	0 of 3
Blacks	Named in 0 of 3 ChatGPT answers	0 of 3

GO Outdoors3 of 3Named in 3 of 3 ChatGPT answers
Cotswold Outdoor3 of 3Named in 3 of 3 ChatGPT answers
Decathlon2 of 3Named in 2 of 3 ChatGPT answers
Mountain Warehouse2 of 3Named in 2 of 3 ChatGPT answers
Ellis Brigham2 of 3Named in 2 of 3 ChatGPT answers
Trespass1 of 3Named in 1 of 3 ChatGPT answers
Millets0 of 3Named in 0 of 3 ChatGPT answers
Snow+Rock0 of 3Named in 0 of 3 ChatGPT answers
Blacks0 of 3Named in 0 of 3 ChatGPT answers

See every answer about outdoor retailers

3 answers

Asked ChatGPT
“Where should I buy walking boots and camping gear in the UK?”
Asked ChatGPT
“What are the best outdoor shops in the UK?”
Asked ChatGPT
“Which outdoor shop in the UK has the best waterproof jackets?”
Searched Google, AI Overview
“outdoor shops”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“camping shop”
Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.

Which outdoor retailers do people search for most?

This chart shows how often people search Google for each outdoor retailer by name. Each line represents a brand's share of searches for all nine outdoor retailers we track, month by month, from searches in United Kingdom.

Share of searches among outdoor retailers in the United Kingdom, by month

Month	Decathlon	GO Outdoors	Mountain Warehouse	Cotswold Outdoor	Millets	Ellis Brigham	Snow+Rock	Blacks	Trespass
Oct 2025	31.1%	31.1%	25.4%	6.2%	2.8%	1.3%	1.5%	0.31%	0.2%
Nov 2025	31%	31%	25.5%	6.2%	2.3%	1.5%	1.9%	0.31%	0.2%
Dec 2025	26.3%	31.9%	26.3%	7.9%	2.9%	1.9%	2.4%	0.32%	0.17%
Jan 2026	30.5%	30.5%	25.1%	6.1%	2.8%	1.8%	2.8%	0.37%	0.16%
Feb 2026	32.3%	32.3%	21.6%	6.5%	2.4%	1.9%	2.4%	0.39%	0.17%
Mar 2026	36.8%	30.1%	20.1%	6%	2.7%	1.8%	1.8%	0.36%	0.2%
Apr 2026	42.3%	28.5%	19%	5.7%	2.1%	1.1%	0.77%	0.34%	0.19%
May 2026	38.1%	31.4%	21%	5.1%	2.3%	1%	0.56%	0.31%	0.21%
Jun 2026	38.8%	31.9%	21.3%	4.3%	1.9%	0.86%	0.47%	0.21%	0.21%
Jul 2026	41%	33.6%	18.5%	3.7%	1.7%	0.91%	0.41%	0.18%	0.15%
Aug 2026	38.1%	31.2%	21%	5.2%	2.3%	1%	0.69%	0.31%	0.21%
Sep 2026	37.8%	25.2%	25.2%	6.2%	2.3%	1.5%	1%	0.37%	0.37%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Decathlon	37.8%	823K	-32.5%	-0.3 points
2, held 2nd	GO Outdoors	25.2%	550K	-45%	-6 points
3, held 3rd	Mountain Warehouse	25.2%	550K	-18.3%	+4.2 points
4, held 4th	Cotswold Outdoor	6.2%	135K	-18.2%	+1 points
5, held 5th	Millets	2.3%	49.5K	-33.1%	0 points
6, held 6th	Ellis Brigham	1.5%	33.1K	0%	+0.5 points
7, held 7th	Snow+Rock	1%	22.2K	0%	+0.3 points
8, held 8th	Blacks	0.37%	8.1K	-18.2%	+0.1 points
9, held 9th	Trespass	0.37%	8.1K	+22.7%	+0.2 points

1.Decathlon
37.8%
Held 1st. 823K estimated branded searches, -32.5% vs prior month. Share -0.3 points.
2.GO Outdoors
25.2%
Held 2nd. 550K estimated branded searches, -45% vs prior month. Share -6 points.
3.Mountain Warehouse
25.2%
Held 3rd. 550K estimated branded searches, -18.3% vs prior month. Share +4.2 points.
4.Cotswold Outdoor
6.2%
Held 4th. 135K estimated branded searches, -18.2% vs prior month. Share +1 points.
5.Millets
2.3%
Held 5th. 49.5K estimated branded searches, -33.1% vs prior month. Share 0 points.
6.Ellis Brigham
1.5%
Held 6th. 33.1K estimated branded searches, 0% vs prior month. Share +0.5 points.
7.Snow+Rock
1%
Held 7th. 22.2K estimated branded searches, 0% vs prior month. Share +0.3 points.
8.Blacks
0.37%
Held 8th. 8.1K estimated branded searches, -18.2% vs prior month. Share +0.1 points.
9.Trespass
0.37%
Held 9th. 8.1K estimated branded searches, +22.7% vs prior month. Share +0.2 points.

Which brand is most popular in search among outdoor retailers in the United Kingdom?

9 brands

In September 2026, Decathlon was the most searched among outdoor retailers in the United Kingdom, with an estimated 823K branded searches, 37.8% of all searches for the nine we track. GO Outdoors is in 2nd place, 12.5 percentage points behind at 25.2%.

United Kingdom outdoor retailers, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Decathlon	31.1% → 37.8%	42.3%Apr 2026	26.3%Dec 2025	1st
GO Outdoors	31.1% → 25.2%	33.6%Jul 2026	25.2%Sep 2026	2nd
Mountain Warehouse	25.4% → 25.2%	26.3%Dec 2025	18.5%Jul 2026	3rd
Cotswold Outdoor	6.2%	7.9%Dec 2025	3.7%Jul 2026	4th
Millets	2.8% → 2.3%	2.9%Dec 2025	1.7%Jul 2026	5th
Ellis Brigham	1.3% → 1.5%	1.9%Feb 2026	0.86%Jun 2026	7th → 6th
Snow+Rock	1.5% → 1%	2.8%Jan 2026	0.41%Jul 2026	6th → 7th
Blacks	0.31% → 0.37%	0.39%Feb 2026	0.18%Jul 2026	8th
Trespass	0.2% → 0.37%	0.37%Sep 2026	0.15%Jul 2026	9th

Each finding as a sentence

Across the 12 months ending September 2026, Decathlon’s share of searches among outdoor retailers in the United Kingdom increased from 31.1% to 37.8%.
Across the 12 months ending September 2026, GO Outdoors’ share of searches among outdoor retailers in the United Kingdom decreased from 31.1% to 25.2%.
Across the 12 months ending September 2026, Millets’ share of searches among outdoor retailers in the United Kingdom decreased from 2.8% to 2.3%.
Across the 12 months ending September 2026, Snow+Rock’s share of searches among outdoor retailers in the United Kingdom decreased from 1.5% to 1%.
Across the 12 months ending September 2026, Decathlon’s share of searches among outdoor retailers in the United Kingdom peaked at 42.3% in April 2026 and was lowest at 26.3% in December 2025.
Across the 12 months ending September 2026, GO Outdoors’ share of searches among outdoor retailers in the United Kingdom peaked at 33.6% in July 2026 and was lowest at 25.2% in September 2026.
Across the 12 months ending September 2026, Mountain Warehouse’s share of searches among outdoor retailers in the United Kingdom peaked at 26.3% in December 2025 and was lowest at 18.5% in July 2026.
Across the 12 months ending September 2026, Cotswold Outdoor’s share of searches among outdoor retailers in the United Kingdom peaked at 7.9% in December 2025 and was lowest at 3.7% in July 2026.
Across the 12 months ending September 2026, Millets’ share of searches among outdoor retailers in the United Kingdom peaked at 2.9% in December 2025 and was lowest at 1.7% in July 2026.
Across the 12 months ending September 2026, Ellis Brigham’s share of searches among outdoor retailers in the United Kingdom peaked at 1.9% in February 2026 and was lowest at 0.86% in June 2026.
Across the 12 months ending September 2026, Snow+Rock’s share of searches among outdoor retailers in the United Kingdom peaked at 2.8% in January 2026 and was lowest at 0.41% in July 2026.
Across the 12 months ending September 2026, Ellis Brigham rose from 7th to 6th among outdoor retailers in the United Kingdom.
Across the 12 months ending September 2026, Snow+Rock fell from 6th to 7th among outdoor retailers in the United Kingdom.
Across the 12 months ending September 2026, Mountain Warehouse, Cotswold Outdoor, Blacks and Trespass held steady: their share of searches among outdoor retailers in the United Kingdom each moved less than 0.5 percentage points.

How did search popularity change for United Kingdom outdoor retailers in September 2026?

7 changes

In September 2026, Mountain Warehouse gained share of searches among outdoor retailers in the United Kingdom, from 21% to 25.2%.
In September 2026, Cotswold Outdoor gained share of searches among outdoor retailers in the United Kingdom, from 5.2% to 6.2%.
In September 2026, GO Outdoors lost share of searches among outdoor retailers in the United Kingdom, from 31.2% to 25.2%.
Ellis Brigham’s share of searches among outdoor retailers in the United Kingdom has gained ground for 3 months in a row, from 0.86% to 1.5% in September 2026.
Estimated monthly branded searches for Trespass in the United Kingdom rose 50% over 12 measured months, from 5.4K to 8.1K in September 2026.
Estimated monthly branded searches for Snow+Rock in the United Kingdom fell 45.2% over 12 measured months, from 40.5K to 22.2K in September 2026.
Estimated monthly branded searches for Millets in the United Kingdom fell 33.1% over 12 measured months, from 74K to 49.5K in September 2026.

How are branded searches counted for outdoor retailers?

9 search terms

Each brand's share of searches among outdoor retailers comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.