What HARDLOOP does

Hardloop is a French direct-to-consumer e-commerce platform headquartered in Annecy and founded in 2015 by Guillaume Richard and Julien Jérémie. It retails outdoor sports equipment, apparel, and footwear — covering hiking, trail running, climbing, cycling, winter sports, camping, and water sports — across ten European countries, drawing on a catalog of more than 100 third-party brands and addressing two customer personas: mass-market outdoor sports enthusiasts (primary) and elite athletes and competitive professionals (secondary).

The platform is built on a standard content-and-commerce stack using Strapi as the CMS with a Next.js frontend and an image CDN for product photography. Around the core storefront, Hardloop has assembled three differentiated sub-verticals: a curated eco-responsible selection branded HardGreen, a second-hand resale section called Seconde Main carrying pre-owned inventory from brands such as Patagonia, Salomon, Hoka, and New Balance, and HardGuides, an expert-advice service offering appointment-based personalized product recommendations. Customer policy levers include free shipping above €100 and a 100-day return window.

Hardloop generates revenue through direct online product sales on a per-unit pricing basis, with SKUs ranging from accessories below €50 to premium jackets and GPS watches above €500, supplemented by seasonal promotions with discounts up to 60%. Go-to-market is DTC and content-led: an editorial library of buying guides and athlete stories, broad organic social presence across YouTube, TikTok, Instagram, Facebook, Pinterest, LinkedIn, and a dedicated Strava club, an ambassador program featuring professional outdoor athletes, plus affiliate and group-sales channels serving outdoor clubs and organizations. The business reported approximately €20M in revenue in 2021 with a €27M projection for 2022 and raised €3M in January 2022 to fund technology development and continued European expansion.

Name

HARDLOOP

Legal name

Hardloop

Website

http://www.hardloop.fr/

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Hardloop is a French direct-to-consumer e-commerce platform selling outdoor sports equipment, apparel, and footwear across ten European countries, with curated second-hand, eco-responsible, and expert-advice services targeting outdoor enthusiasts and elite athletes. Founded in 2015 and headquartered in Annecy, France.

Ownership category

akta.pro rank

Product category

Outdoor Sports E-commerce

NAICS

Sporting Goods Retailers (45911)

SIC

Retail-Family Clothing Stores (5651)

akta.pro primary industry

Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK)

akta.pro secondary industries

Outdoor & Active Lifestyle Apparel Retail (CRAAABAL), Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI), Climbing & Mountaineering Gear Retail (CRAMAMAB)

Keywords

• Outdoor sports equipment
• Outdoor apparel retail
• Hiking gear ecommerce
• Trail running footwear
• Climbing equipment retail

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Marketing or Sales, Personnel, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: Hardloop generates revenue through direct online sales of outdoor sports equipment and apparel. Products include clothing, footwear, gear for hiking, trail running, climbing, cycling, winter sports, camping, and water sports. The company also offers a second-hand (seconde main) section for pre-owned outdoor equipment, creating an additional revenue stream from resale merchandise.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

HARDLOOP is a France-based online retailer that sells outdoor sports equipment, apparel, and footwear from more than 100 brands (including Salomon, Patagonia, and Hoka) through its dedicated e-commerce platform hardloop.fr. The assortment spans hiking, trail running, mountaineering, climbing, skiing, and other mountain sports, with specialized sub-offerings such as a curated eco-responsible selection, a second-hand gear section, and expert editorial content to guide purchases.

Product overview

HARDLOOP is a sports e-commerce platform based in Annecy, France, founded in 2015, operating as a single unified online retail platform. The platform offers a comprehensive range of outdoor and sports equipment organized into main categories: Clothing (vestes, polaires, doudounes, parkas), Footwear (hiking, trail running, climbing, cycling shoes), and Equipment (tents, sleeping bags, backpacks, climbing gear, cycling accessories, winter sports equipment). The offering includes a second-hand section (Seconde Main) and an eco-responsible product selection (HardGreen). The platform operates across ten European countries with revenue reaching approximately 20 million euros in 2021.

Differentiator

Problem solved

Functional benefit

Brands

• HardGreen: Eco-designed products selection featuring environmentally conscious outdoor gear and apparel.

Products and services

• HARDLOOP Online Store

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• HardGreen (Eco-Responsible Selection)minorOthersHardGreen is Hardloop's own eco-responsible product selection featuring eco-designed outdoor equipment and apparel, highlighting sustainable brands and environmentally conscious products.

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Decathlon: World's largest sporting goods retailer with deep European presence, including e-commerce across France, DACH, Iberia, and beyond. Directly comparable as a multi-category outdoor/sports apparel, footwear, and equipment retailer serving the same outdoor enthusiast customer base, though at much larger scale and with extensive private-label brands.
• Snowleader: French online outdoor and mountain sports retailer headquartered near Annecy, selling apparel, footwear, and equipment for skiing, hiking, trail running, and climbing. Highly comparable direct competitor in the French outdoor e-commerce market with overlapping brand portfolio and customer segments.
• Bergfreunde: German online specialty outdoor retailer selling hiking, climbing, trail running, and mountaineering gear across DACH and wider Europe. Comparable D2C e-commerce model with curated brand selection, expert content, and second-hand/refurbished offerings.
• Sportsshoes.com: UK-based online retailer specializing in outdoor, trail running, hiking, and athletic footwear. Comparable model as a pure-play e-commerce specialist with strong brand partnerships and pan-European shipping capabilities targeting outdoor enthusiasts.
• Aventure Nordique: French online outdoor retailer specializing in hiking, mountaineering, trail running, and Nordic sports equipment, apparel, and footwear. Closely comparable niche specialist with curated multi-brand catalog and French market focus similar to Hardloop.
• Backcountry: US-based online specialist outdoor retailer offering curated apparel, footwear, and equipment for hiking, climbing, trail running, and skiing. Highly comparable D2C e-commerce model with expert content, gear reviews, and active community (Backcountry Gear Heads) analogous to Hardloop's ambassador and HardGuides programs.
• Cotswold Outdoor: UK-based outdoor retailer with strong e-commerce presence offering hiking, climbing, trail running, and camping gear from leading brands. Comparable specialist outdoor retailer with multi-category catalog, expert advice services, and pan-European shipping capabilities.

Broad incumbents

• Intersport: Global sporting goods retail cooperative with extensive European footprint including omnichannel operations. Comparable as multi-brand outdoor/sports retailer serving overlapping customer segments, though it operates predominantly through physical stores and franchise networks rather than D2C-first.
• Zalando: Europe's largest online fashion platform, including significant outdoor and athleisure categories. Comparable as a pan-European e-commerce marketplace, though broader and less specialized, competing with Hardloop for online outdoor apparel/footwear spend through scale and logistics advantages.
• Patagonia Europe: Iconic outdoor brand with growing direct-to-consumer e-commerce operations in Europe, including second-hand Worn Wear resale program. Comparable as a premium outdoor brand exploiting direct channels and circular commerce, posing a long-term disintermediation threat to multi-brand retailers like Hardloop.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@hardloop
• Facebookfacebook.com/827930303892989
• LinkedInlinkedin.com/company/hardloop
• Instagraminstagram.com/hardloop.fr
• TikToktiktok.com/@hardloop.fr
• Pinterestpinterest.com/hardloopfr
• Xx.com/hardloopfr

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HARDLOOP