---
title: "Outdoor retailers in the United Kingdom: Which are searched most?"
description: "Compare the shops people in the UK buy walking, camping and ski gear from. Share of Search among Decathlon, GO Outdoors, Mountain Warehouse, Cotswold Outdoor, Millets, Ellis Brigham, Snow+Rock, Blacks and Trespass, the outdoor retailers Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/uk/categories/uk-outdoor-retailers"
publisher: "Brandwave"
---

# Outdoor retailers in the United Kingdom: Which are searched most?

Compare the shops people in the UK buy walking, camping and ski gear from. Share of Search among Decathlon, GO Outdoors, Mountain Warehouse, Cotswold Outdoor, Millets, Ellis Brigham, Snow+Rock, Blacks and Trespass, the outdoor retailers Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Outdoor retailers
- **Market**: United Kingdom
- **Brands compared**: 9
- **Month measured**: Sep 2026
- **Highest Share of Search**: Decathlon, 37.8%

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

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | All answers that named it |
| --- | --- | --- | --- |
| Cotswold Outdoor | 1st | 3 of 3 | 3 of 3 |
| GO Outdoors | 2nd | 3 of 3 | 3 of 3 |
| Ellis Brigham | 3rd | 2 of 3 | 2 of 3 |
| Decathlon | 4th | 2 of 3 | 2 of 3 |
| Mountain Warehouse | 5th | 2 of 3 | 2 of 3 |
| Trespass | 6th | 1 of 3 | 1 of 3 |
| Millets | Not ranked | 0 of 3 | 0 of 3 |
| Snow+Rock | Not ranked | 0 of 3 | 0 of 3 |
| Blacks | Not ranked | 0 of 3 | 0 of 3 |

## Every AI answer about outdoor retailers

- Asked ChatGPT "Where should I buy walking boots and camping gear in the UK?": 1. Cotswold Outdoor, 2. GO Outdoors, 3. Decathlon, 4. Mountain Warehouse, 5. Trespass
- Asked ChatGPT "What are the best outdoor shops in the UK?": 1. Cotswold Outdoor, 2. Ellis Brigham, 3. GO Outdoors, 4. Decathlon, 5. Mountain Warehouse
- Asked ChatGPT "Which outdoor shop in the UK has the best waterproof jackets?": 1. Cotswold Outdoor, 2. Ellis Brigham, 3. GO Outdoors

Not named in any answer: Millets, Snow+Rock and Blacks.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026.

## Compare search popularity between leading brands

- [Decathlon vs GO Outdoors: compare search popularity](/demand/uk/compare/decathlon-uk-vs-go-outdoors): 37.8% against 25.2% Share of Search.
- [Decathlon vs Mountain Warehouse: compare search popularity](/demand/uk/compare/decathlon-uk-vs-mountain-warehouse): 37.8% against 25.2% Share of Search.
- [Decathlon vs Cotswold Outdoor: compare search popularity](/demand/uk/compare/cotswold-outdoor-vs-decathlon-uk): 37.8% against 6.2% Share of Search.
- [Decathlon vs Millets: compare search popularity](/demand/uk/compare/decathlon-uk-vs-millets): 37.8% against 2.3% Share of Search.
- [GO Outdoors vs Mountain Warehouse: compare search popularity](/demand/uk/compare/go-outdoors-vs-mountain-warehouse): 25.2% Share of Search each.
- [GO Outdoors vs Cotswold Outdoor: compare search popularity](/demand/uk/compare/cotswold-outdoor-vs-go-outdoors): 25.2% against 6.2% Share of Search.
- [GO Outdoors vs Millets: compare search popularity](/demand/uk/compare/go-outdoors-vs-millets): 25.2% against 2.3% Share of Search.
- [Mountain Warehouse vs Cotswold Outdoor: compare search popularity](/demand/uk/compare/cotswold-outdoor-vs-mountain-warehouse): 25.2% against 6.2% Share of Search.
- [Mountain Warehouse vs Millets: compare search popularity](/demand/uk/compare/millets-vs-mountain-warehouse): 25.2% against 2.3% Share of Search.
- [Cotswold Outdoor vs Millets: compare search popularity](/demand/uk/compare/cotswold-outdoor-vs-millets): 6.2% against 2.3% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Decathlon | 37.8% | 823K | -32.5% | Decathlon |
| 2 | GO Outdoors | 25.2% | 550K | -45.0% | GO Outdoors |
| 3 | Mountain Warehouse | 25.2% | 550K | -18.3% | Mountain Warehouse |
| 4 | Cotswold Outdoor | 6.2% | 135K | -18.2% | Cotswold Outdoor |
| 5 | Millets | 2.3% | 49.5K | -33.1% | Millets |
| 6 | Ellis Brigham | 1.5% | 33.1K | 0.0% | Ellis Brigham |
| 7 | Snow+Rock | 1% | 22.2K | 0.0% | Snow+Rock |
| 8 | Blacks | 0.37% | 8.1K | -18.2% | Blacks |
| 9 | Trespass | 0.37% | 8.1K | +22.7% | Trespass |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Decathlon | 823K | 31.1% | 1 |
| Oct 2025 | GO Outdoors | 823K | 31.1% | 2 |
| Oct 2025 | Mountain Warehouse | 673K | 25.4% | 3 |
| Oct 2025 | Cotswold Outdoor | 165K | 6.2% | 4 |
| Oct 2025 | Millets | 74K | 2.8% | 5 |
| Oct 2025 | Snow+Rock | 40.5K | 1.5% | 6 |
| Oct 2025 | Ellis Brigham | 33.1K | 1.3% | 7 |
| Oct 2025 | Blacks | 8.1K | 0.31% | 8 |
| Oct 2025 | Trespass | 5.4K | 0.2% | 9 |
| Nov 2025 | Decathlon | 1M | 31% | 1 |
| Nov 2025 | GO Outdoors | 1M | 31% | 2 |
| Nov 2025 | Mountain Warehouse | 823K | 25.5% | 3 |
| Nov 2025 | Cotswold Outdoor | 201K | 6.2% | 4 |
| Nov 2025 | Millets | 74K | 2.3% | 5 |
| Nov 2025 | Snow+Rock | 60.5K | 1.9% | 6 |
| Nov 2025 | Ellis Brigham | 49.5K | 1.5% | 7 |
| Nov 2025 | Blacks | 9.9K | 0.31% | 8 |
| Nov 2025 | Trespass | 6.6K | 0.2% | 9 |
| Dec 2025 | GO Outdoors | 1M | 31.9% | 1 |
| Dec 2025 | Decathlon | 823K | 26.3% | 2 |
| Dec 2025 | Mountain Warehouse | 823K | 26.3% | 3 |
| Dec 2025 | Cotswold Outdoor | 246K | 7.9% | 4 |
| Dec 2025 | Millets | 90.5K | 2.9% | 5 |
| Dec 2025 | Snow+Rock | 74K | 2.4% | 6 |
| Dec 2025 | Ellis Brigham | 60.5K | 1.9% | 7 |
| Dec 2025 | Blacks | 9.9K | 0.32% | 8 |
| Dec 2025 | Trespass | 5.4K | 0.17% | 9 |
| Jan 2026 | Decathlon | 1M | 30.5% | 1 |
| Jan 2026 | GO Outdoors | 1M | 30.5% | 2 |
| Jan 2026 | Mountain Warehouse | 823K | 25.1% | 3 |
| Jan 2026 | Cotswold Outdoor | 201K | 6.1% | 4 |
| Jan 2026 | Millets | 90.5K | 2.8% | 5 |
| Jan 2026 | Snow+Rock | 90.5K | 2.8% | 6 |
| Jan 2026 | Ellis Brigham | 60.5K | 1.8% | 7 |
| Jan 2026 | Blacks | 12.1K | 0.37% | 8 |
| Jan 2026 | Trespass | 5.4K | 0.16% | 9 |
| Feb 2026 | Decathlon | 823K | 32.3% | 1 |
| Feb 2026 | GO Outdoors | 823K | 32.3% | 2 |
| Feb 2026 | Mountain Warehouse | 550K | 21.6% | 3 |
| Feb 2026 | Cotswold Outdoor | 165K | 6.5% | 4 |
| Feb 2026 | Millets | 60.5K | 2.4% | 5 |
| Feb 2026 | Snow+Rock | 60.5K | 2.4% | 6 |
| Feb 2026 | Ellis Brigham | 49.5K | 1.9% | 7 |
| Feb 2026 | Blacks | 9.9K | 0.39% | 8 |
| Feb 2026 | Trespass | 4.4K | 0.17% | 9 |
| Mar 2026 | Decathlon | 823K | 36.8% | 1 |
| Mar 2026 | GO Outdoors | 673K | 30.1% | 2 |
| Mar 2026 | Mountain Warehouse | 450K | 20.1% | 3 |
| Mar 2026 | Cotswold Outdoor | 135K | 6% | 4 |
| Mar 2026 | Millets | 60.5K | 2.7% | 5 |
| Mar 2026 | Ellis Brigham | 40.5K | 1.8% | 6 |
| Mar 2026 | Snow+Rock | 40.5K | 1.8% | 7 |
| Mar 2026 | Blacks | 8.1K | 0.36% | 8 |
| Mar 2026 | Trespass | 4.4K | 0.2% | 9 |
| Apr 2026 | Decathlon | 1M | 42.3% | 1 |
| Apr 2026 | GO Outdoors | 673K | 28.5% | 2 |
| Apr 2026 | Mountain Warehouse | 450K | 19% | 3 |
| Apr 2026 | Cotswold Outdoor | 135K | 5.7% | 4 |
| Apr 2026 | Millets | 49.5K | 2.1% | 5 |
| Apr 2026 | Ellis Brigham | 27.1K | 1.1% | 6 |
| Apr 2026 | Snow+Rock | 18.1K | 0.77% | 7 |
| Apr 2026 | Blacks | 8.1K | 0.34% | 8 |
| Apr 2026 | Trespass | 4.4K | 0.19% | 9 |
| May 2026 | Decathlon | 1M | 38.1% | 1 |
| May 2026 | GO Outdoors | 823K | 31.4% | 2 |
| May 2026 | Mountain Warehouse | 550K | 21% | 3 |
| May 2026 | Cotswold Outdoor | 135K | 5.1% | 4 |
| May 2026 | Millets | 60.5K | 2.3% | 5 |
| May 2026 | Ellis Brigham | 27.1K | 1% | 6 |
| May 2026 | Snow+Rock | 14.8K | 0.56% | 7 |
| May 2026 | Blacks | 8.1K | 0.31% | 8 |
| May 2026 | Trespass | 5.4K | 0.21% | 9 |
| Jun 2026 | Decathlon | 1M | 38.8% | 1 |
| Jun 2026 | GO Outdoors | 823K | 31.9% | 2 |
| Jun 2026 | Mountain Warehouse | 550K | 21.3% | 3 |
| Jun 2026 | Cotswold Outdoor | 110K | 4.3% | 4 |
| Jun 2026 | Millets | 49.5K | 1.9% | 5 |
| Jun 2026 | Ellis Brigham | 22.2K | 0.86% | 6 |
| Jun 2026 | Snow+Rock | 12.1K | 0.47% | 7 |
| Jun 2026 | Blacks | 5.4K | 0.21% | 8 |
| Jun 2026 | Trespass | 5.4K | 0.21% | 9 |
| Jul 2026 | Decathlon | 1.2M | 41% | 1 |
| Jul 2026 | GO Outdoors | 1M | 33.6% | 2 |
| Jul 2026 | Mountain Warehouse | 550K | 18.5% | 3 |
| Jul 2026 | Cotswold Outdoor | 110K | 3.7% | 4 |
| Jul 2026 | Millets | 49.5K | 1.7% | 5 |
| Jul 2026 | Ellis Brigham | 27.1K | 0.91% | 6 |
| Jul 2026 | Snow+Rock | 12.1K | 0.41% | 7 |
| Jul 2026 | Blacks | 5.4K | 0.18% | 8 |
| Jul 2026 | Trespass | 4.4K | 0.15% | 9 |
| Aug 2026 | Decathlon | 1.2M | 38.1% | 1 |
| Aug 2026 | GO Outdoors | 1M | 31.2% | 2 |
| Aug 2026 | Mountain Warehouse | 673K | 21% | 3 |
| Aug 2026 | Cotswold Outdoor | 165K | 5.2% | 4 |
| Aug 2026 | Millets | 74K | 2.3% | 5 |
| Aug 2026 | Ellis Brigham | 33.1K | 1% | 6 |
| Aug 2026 | Snow+Rock | 22.2K | 0.69% | 7 |
| Aug 2026 | Blacks | 9.9K | 0.31% | 8 |
| Aug 2026 | Trespass | 6.6K | 0.21% | 9 |
| Sep 2026 | Decathlon | 823K | 37.8% | 1 |
| Sep 2026 | GO Outdoors | 550K | 25.2% | 2 |
| Sep 2026 | Mountain Warehouse | 550K | 25.2% | 3 |
| Sep 2026 | Cotswold Outdoor | 135K | 6.2% | 4 |
| Sep 2026 | Millets | 49.5K | 2.3% | 5 |
| Sep 2026 | Ellis Brigham | 33.1K | 1.5% | 6 |
| Sep 2026 | Snow+Rock | 22.2K | 1% | 7 |
| Sep 2026 | Blacks | 8.1K | 0.37% | 8 |
| Sep 2026 | Trespass | 8.1K | 0.37% | 9 |

## What is being compared

- **Blacks**: Measured on the search term “blacks outdoor”.
- **Cotswold Outdoor**: Measured on the search term “cotswold outdoor”.
- **Decathlon**: Measured on the search term “decathlon”.
- **Ellis Brigham**: Measured on the search term “ellis brigham”.
- **GO Outdoors**: Measured on the search term “go outdoors”.
- **Millets**: Measured on the search term “millets”.
- **Mountain Warehouse**: Measured on the search term “mountain warehouse”.
- **Snow+Rock**: Measured on the search term “snow and rock”.
- **Trespass**: Measured on the search term “trespass clothing”.

- [Blacks](/demand/uk/brands/blacks-outdoor)
- [Cotswold Outdoor](/demand/uk/brands/cotswold-outdoor)
- [Decathlon](/demand/uk/brands/decathlon-uk)
- [Ellis Brigham](/demand/uk/brands/ellis-brigham)
- [GO Outdoors](/demand/uk/brands/go-outdoors)
- [Millets](/demand/uk/brands/millets)
- [Mountain Warehouse](/demand/uk/brands/mountain-warehouse)
- [Snow+Rock](/demand/uk/brands/snow-and-rock)
- [Trespass](/demand/uk/brands/trespass)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Outdoor retailers in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-outdoor-retailers

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-outdoor-retailers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.