What Karrimor does

Karrimor is a British outdoor equipment and clothing brand founded in 1946 by Charles Parsons, Mary Parsons, and Grace Davies, currently operated as a subsidiary brand within Frasers Group (legal entity: Frasers Group Trading Limited, UK). The company originated as a maker of hand-sewn cotton-duck cycle pannier bags and grew into a generalist outdoor label whose product range spans hiking and walking boots, outdoor clothing (jackets, fleeces, waterproofs), running footwear and apparel, camping equipment (tents, sleeping bags, mats), rucksacks and backpacks, and expedition-grade gear. Technical differentiators referenced include the proprietary WeatherTite waterproof technology, THERMOLITE insulation in outerwear, and the heritage KSB lightweight-fabric boot platform introduced in the 1980s, alongside the category-defining 1970s Haston Alpiniste rucksack. Products are positioned at mainstream value price points (running socks £7.99–£18.99, walking jackets £63.99–£169.99, tents up to £219.99) and are sold both direct-to-consumer through the owned karrimor.com e-commerce site and indirectly through over 400 retail stockists spanning the UK, Ireland, 15+ European countries, and Malaysia.

The brand's customer base is horizontal and consumer-facing: outdoor enthusiasts, casual walkers and hikers, camping and backpacking hobbyists, runners, and youth/student adventurers (including participants in programs such as the Duke of Edinburgh Award). Marketing is anchored by a brand ambassador relationship with James Cracknell, a two-time Olympic gold medalist and adventure athlete who provides design input and real-world product testing in extreme environments (e.g., Marathon de Sables, Arctic expeditions), supported by a wider team of elite athletes. Go-to-market is dual-channel — owned digital storefront plus distributed physical retail — and the brand operates within Frasers Group's broader sports and outdoor portfolio, drawing on the parent's logistics, retail relationships, and careers infrastructure. No AI/ML capabilities, proprietary software platforms, or digital service revenue streams are referenced in the source data.

Revenue mechanics are straightforward unit sales (one-time purchase, no subscription, licensing, or SaaS component) priced per item across apparel, footwear, packs, and equipment. Geographic reach is broad but skewed toward the UK and Western Europe, with growing presence in Central/Eastern Europe and a notable Malaysia retail footprint. The company is privately held as a subsidiary (no independent funding rounds, M&A, or leadership changes are disclosed), and no brand-level revenue, headcount, or growth metrics are publicly available in the supplied data; financial assessment must therefore rely on parent-group context and operational proxies.

Name

Karrimor

Legal name

Frasers Group Trading Limited

Website

https://karrimor.com

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

11–50 employees

Short description

Karrimor is a British outdoor equipment and clothing brand, founded in 1946 and owned by Frasers Group, selling hiking boots, outerwear, running gear, camping equipment, and rucksacks through owned e-commerce and 400+ retail stockists across the UK, Ireland, Europe, and Malaysia, serving mass-market outdoor enthusiasts and casual hikers.

Ownership category

akta.pro rank

Product category

Outdoor Apparel & Equipment

NAICS

Sporting Goods Retailers (45911), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Shoe Retailers (45821), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661)

akta.pro primary industry

Camping, Hiking & Climbing Specialty Retail (CRAMABAM)

akta.pro secondary industries

Camping, Hiking & Backpacking Gear Retail (CRAMAMAA), Backpacks, Bags & Load-Carriage Retail (CRAMAMAI), Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK), Backpacking & Trekking Gear Retail (CRAMAAAA)

Keywords

• Outdoor apparel
• Hiking boots
• Camping equipment
• Rucksacks backpacks
• Walking gear

Headquarters

HQ city

Mansfield

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Product Sales (E-commerce): Direct-to-consumer online sales through karrimor.com, offering footwear, clothing, rucksacks, and camping equipment with prices ranging from £2.99 to over £200
2. Retail Store Sales: Physical retail store operations across UK, Ireland, Europe and Malaysia, with over 400 store locations globally

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Karrimor designs, manufactures, and sells outdoor clothing, footwear, rucksacks, and camping equipment for walking, hiking, running, camping, and mountaineering activities. The product range spans entry-level to professional expedition-grade gear across categories including hiking boots, jackets and fleeces, running shoes and apparel, tents, sleeping bags, and backpack lines. Distribution is carried out through the company's own e-commerce platform and a network of over 400 retail stockists across the UK, Ireland, continental Europe, and Malaysia.

Product overview

Karrimor is a British outdoor adventure equipment and clothing brand founded in 1946, now owned by Frasers Group. The company offers a comprehensive range of outdoor products organized into six main categories: Hiking and Walking Boots (including waterproof boots and walking shoes), Outdoor Clothing (jackets, coats, fleeces, softshells, trousers), Running Gear (shoes, clothing, and accessories), Camping Equipment (tents, sleeping bags, mats, and accessories), Rucksacks and Backpacks (ranging from day packs to expedition-grade 100L+ packs), and Expedition Gear (professional-grade equipment for extreme conditions). The product portfolio serves everyone from novice explorers to professional mountaineers, covering activities including walking, hiking, camping, running, and high-altitude mountaineering. Notable heritage products include the pioneering Haston Alpiniste rucksack from the 1970s, considered the world's first dedicated mountaineering backpack.

Differentiator

Problem solved

Functional benefit

Products and services

• Karrimor Outdoor Clothing Jackets, coats, fleeces, softshells, trousers, shorts, base layers, and accessories for outdoor activities including walking, hiking, and mountaineering, available in men's and women's ranges.
• Karrimor Running Gear Running shoes, running clothing including tights, shorts, jackets, and t-shirts, plus running accessories such as armbands, water bottles, and reflective gear for runners.
• Karrimor Camping Equipment Tents, sleeping bags, sleeping mats, camping pillows, and camping accessories including thermal mugs, water bottles, and walking poles for camping and outdoor adventures.
• Karrimor Hiking and Walking Boots Waterproof and standard hiking boots and walking shoes designed for outdoor trails, mountains, and rough terrain, available in men's and women's styles.
• Karrimor Rucksacks and Backpacks Precision-engineered rucksacks and backpacks for mountaineering, hiking, and travel, ranging from day packs to expedition-grade 100L+ packs, including the Haston Alpiniste heritage line and modern ranges.
• Karrimor Expedition Gear Professional-grade expedition equipment including sleeping bags, tents, and rucksacks designed for extreme conditions and multi-day expeditions.
• Karrimor Running Accessories Running-specific accessories including socks, gloves, caps, phone armbands, audio belts, waist belts, and hydration bottles.
• Karrimor Walking Equipment Essential walking accessories including walking poles, compasses, torches, first aid kits, whistles, waterproof covers, and gaiters.

Quantifiable outcome

• Highest placed Briton in Marathon de Sables 25-year history (12th place, 2010)
• +1 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• James CracknellcoreGTM or Marketing PartnerOlympian rower, double Olympic gold medalist, and renowned adventurer serves as current brand ambassador for Karrimor. Provides design input into Karrimor collections and tests kit in some of the world's harshest conditions including Marathon de Sables, Arctic expeditions, and Atlantic rowings.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Berghaus: UK-based outdoor clothing and equipment brand with similar heritage (founded 1966), selling jackets, footwear, rucksacks, and expedition gear. Direct head-to-head competitor in the UK outdoor specialty retail market.
• Regatta: British outdoor and leisure clothing brand offering value-priced waterproofs, walking gear, and family outdoor apparel. Competes with Karrimor in the value-oriented UK outdoor market segment.
• Craghoppers: UK outdoor and travel clothing brand specializing in walking, hiking, and travel apparel. Overlaps with Karrimor's outdoor clothing range and target customer of casual outdoor enthusiasts.
• Rab: British mountain climbing and outdoor equipment brand (owned by Equip Outdoor Technologies) specializing in technical jackets, sleeping bags, and expedition gear. Competes in Karrimor's premium rucksack and expedition category.
• Mountain Equipment: UK outdoor brand focused on technical mountaineering clothing, insulation, and sleeping bags. Direct competitor in expedition-grade outdoor equipment and apparel.
• Mountain Warehouse: UK-based value outdoor and camping retailer with extensive own-store footprint. Competes directly with Karrimor on affordable outdoor gear across clothing, footwear, and camping categories.

Broad incumbents

• Decathlon: Global sporting goods retailer with extensive own-brand outdoor lineup (Quechua, Forclaz, Simond). Competes with Karrimor across hiking, camping, and apparel at value price points and has pan-European store presence.
• The North Face: Premium global outdoor brand (VF Corporation) covering apparel, footwear, and equipment. Sets the benchmark in the technical outdoor segment where Karrimor's heritage products compete.

Regional players

• Jack Wolfskin: German outdoor brand (owned by Callaway) specializing in outdoor apparel, footwear, and equipment. Strong European presence comparable to Karrimor in geographic footprint and product mix.

Others

• Sports Direct (Frasers Group): Sister brand and primary distribution channel within Frasers Group, the parent company. Acts as the largest stockist of Karrimor products and a key channel for reaching mass-market UK and European consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/karrimor-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Karrimor