Danner
Danner is a heritage American footwear brand founded in 1932 in Portland, Oregon, crafting premium boots and apparel for work, hiking, lifestyle, hunting, and military/tactical customers via direct-to-consumer e-commerce, retail partners, and a growing apparel line.
- Company typePrivate
- Founded1932
- HeadquartersPortland, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Danner does
Danner is a privately held, nearly 100-year-old American footwear brand founded in 1932 in Portland, Oregon, designing and manufacturing premium boots and footwear across five primary use-case segments: work/professional (e.g., Bull Run, Vicious), hiking/outdoor (Trail 2650, Mountain 600), lifestyle (Tramline Chelsea, Forest Chukka), hunting (Sharptail), and military/tactical (Tachyon, Prowess). Its product technology stack centers on handcrafted stitchdown construction, GORE-TEX waterproof liners (the first footwear company to integrate GORE-TEX, in 1979), Vibram outsoles under a decades-long exclusive technology partnership, full-grain leather with a 5-point hand-inspected quality system, and rigorous lab and field testing (e.g., 153,000-cycle Martindale abrasion, 15,000-revolution lace tests). Manufacturing is split between a Portland, Oregon USA factory (for Bull Run, Acadia, Danner Light, Elk Hunter, and other Made-in-USA lines) and overseas facilities in Vietnam and Cambodia for select styles.
The business model is primarily direct-to-consumer via global.danner.com and the Portland factory store, augmented by authorized retail partners and a Japan distribution partnership with ABC-MART. Revenue streams include one-time footwear sales, a recently launched 108-piece apparel and outerwear collection (manufactured with Mount Vernon Mills in South Carolina and Halley Stevensons in Scotland), boot care accessories (cleaners, waterproofing, brushes, PEET boot dryers), performance and merino wool socks, and paid recrafting services launched in 2012 that extend product life. Pricing is premium (boots $160–$290; apparel items ~32,780 yen in Japan), and customer segments are diversified across individual consumers, government/military (USAF/USAR, AR 670-1 compliant SKUs), and outdoor/work professionals. As a privately held company with no publicly disclosed financials, Danner operates with 251–500 employees and shows no disclosed ownership changes, institutional investors, or restructuring events in the source data.
Danner firmographics
Firmographics- Name
- Danner
- Legal name
- Danner
- Website
- https://global.danner.com
- Company type
- Private
- Founded year
- 1932
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Danner is a heritage American footwear brand founded in 1932 in Portland, Oregon, crafting premium boots and apparel for work, hiking, lifestyle, hunting, and military/tactical customers via direct-to-consumer e-commerce, retail partners, and a growing apparel line.
- Ownership category
- akta.pro rank
Danner industry classification
Industry- Product category
- Outdoor Footwear
- NAICS
- Footwear Manufacturing (3162), Shoe Retailers (4582)
- SIC
- Footwear, (No Rubber) (3140), Retail-Shoe Stores (5661)
- akta.pro primary industry
- Boot Manufacturing (Work/Fashion/Western/Combat) (IMAOAIAF)
- akta.pro secondary industry
- Shoe & Leather Care (Polishes, Protectants, Cleaners) (CRADAKAL)
Keywords
Where Danner is headquartered
LocationHeadquarters
- HQ city
- Portland
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
Danner business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Direct-to-Consumer Footwear Sales: Primary revenue stream through owned e-commerce platform (global.danner.com) selling boots, shoes, and footwear directly to consumers. Products sold include work boots, hiking boots, lifestyle boots, hunting boots, military boots, and tactical boots for men and women.
- Apparel Sales: 108-piece apparel and outerwear collection including button-down shirts, sweatshirts, t-shirts, pants, outerwear, socks, and hats sold through the same direct-to-consumer channels.
- Boot Care Products: Accessories including boot care products (cleaners, conditioners, waterproofing sprays/gels, wax, dressing), brushes, care kits, footbeds, as well as boot dryers sold through e-commerce.
- Recrafting Services: Paid services for extending boot life including part replacement, leather care, restitching, resoling. Boots eligible for boot stretch, basic and resole packages.
- Retail Store Sales: Factory store located at Portland headquarters (12021 NE Airport Way, Portland, OR 97220) sells full product lineup including recrafting services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Premium Work Boots |
| One time/ perpetual license | Pay-as-you-go | Hiking/Outdoor Boots |
| One time/ perpetual license | Pay-as-you-go | Collaborative Apparel (Air Cool Wear) |
| Unit Pricing | Pay-as-you-go | Boot Care Products |
| Unit Pricing | Pay-as-you-go | Socks and Accessories |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Danner product offering
Product offeringCore offering
Danner designs, manufactures, and sells premium boots across work, hiking, lifestyle, hunting, military, and tactical categories, along with an expanding apparel and outerwear collection and a boot care/accessories ecosystem. The company sells primarily direct-to-consumer via its global.danner.com e-commerce platform and a Portland factory store, supplemented by select retail partners. A signature offering is the paid Recrafting service, which replaces components such as outsoles and stitching to extend the life of eligible boots.
Product overview
Danner is a heritage footwear brand established in 1932 in Portland, Oregon, offering a diversified portfolio centered on premium boots and expanding into apparel. The core product line spans multiple boot categories including work boots (Bull Run, Vicious, Riverside), hiking boots (Trail 2650, Mountain 600, Skyridge), lifestyle boots (Tramline Chelsea, Forest Chukka), hunting boots (Sharptail), and military/tactical boots (Tachyon, Prowess). The portfolio includes both USA-made boots (Portland factory) and imported styles, with waterproof options featuring GORE-TEX or proprietary Danner Dry liners. Danner also offers a complete accessories ecosystem including boot care products (cleaners, waterproofing, conditioners, brushes), the PEET Boot Dryer, merino wool and performance socks, plus a full 108-piece apparel collection. The brand maintains quality standards through hand-inspected leather, lab testing, field testing, and offers a recrafting service to extend boot life.
Differentiator
Problem solved
Functional benefit
Products and services
- Bull Run Work Boots USA-made work boots featuring wedge soles, full-grain oiled leather uppers, and GORE-TEX waterproof options, available in Chelsea slip-on and moc toe styles for men and women, targeting tradespeople and laborers.
- Trail 2650 Lightweight hiking shoe inspired by the Pacific Crest Trail, featuring Vibram outsoles, EXO Heel System, and Trailguard TPU shank, with GTX waterproof versions in suede and textile uppers for hikers and outdoor enthusiasts.
- Mountain 600 / Mountain 600 Evo
- Logger Moc 917 GTX
- Tramline Chelsea 917 GTX
- Vicious
- Tachyon
- Sharptail
- Skyridge
- Forest Chukka
- Eastwood Collection
- N45 GTX
- Inquire Collection
- Prowess
- Sandy Ridge
- Danner Apparel Collection Full 108-piece apparel and outerwear collection including button-down shirts, sweatshirts, t-shirts, pants, and outerwear, manufactured across the Portland factory, Mount Vernon Mills in South Carolina, and Halley Stevensons in Scotland for waxed fabrics.
- Boot Care Products
- Care Brushes
- PEET Boot Dryer
- Danner Merino Wool Socks
- TFX Drymax Hot Weather Socks
- Boot Recrafting Service Paid service operated by a dedicated team in Portland, Oregon that extends the life of eligible Danner boots through part replacement, leather care, restitching, and resoling, including basic and resole packages and boot stretching.
Companies that use Danner
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
Danner technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Danner partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- Air Cool Wear®minorCollaboration for summer collection featuring fan-equipped cooling apparel including Air Cool Vest and Air Cool Short Sleeve. Uses Tafasaran fabric and patented Air Cool Wear® cooling technology with four fan vents. Priced at 32,780 yen, available at ABC-MART stores and online.
- Mount Vernon MillscoreManufacturing partner in South Carolina for Danner's apparel and outerwear production. Part of the 108-piece apparel collection that also includes items manufactured at the Portland factory and UK-based Halley Stevensons.
- Halley StevensonscoreUK-based manufacturer supplying waxed fabrics for Danner's apparel line. Part of the 108-piece apparel collection alongside Portland factory and Mount Vernon Mills production.
- GORE-TEXcoreDanner was the first footwear company to utilize GORE-TEX waterproof liners in 1979 with the iconic Danner Light. GORE-TEX provides waterproof and breathable protection for the majority of Danner's footwear line.
- Vibram®corePartnership since the 1960s. Together they've collaborated, innovated, and introduced new Vibram technologies exclusively in Danner products including Vibram SPE midsole, Vibram Fuga outsole, Vibram 917 outsole, and Vibram Megagrip compounds.
- PEET DryerminorPEET Dryer products sold through Danner e-commerce. Original boot dryer invented in 1968 in Idaho, safely removes wetness and perspiration from footwear using gentle thermal convection. Made in USA with 25-year warranty.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Danner competitors and assessment
Company assessmentDirect peers
- Red Wing Shoes: Heritage American work boot maker founded in 1905, headquartered in Red Wing, Minnesota. Closest direct peer to Danner — both compete in premium work, heritage, and lifestyle boots with strong USA manufacturing and similar price points ($200-$400).
- Thorogood (Weinbrenner Shoe Company): USA-made work boot brand competing directly with Danner's Bull Run and Vicious lines. Comparable heritage (founded 1892), Made-in-USA construction, and similar focus on safety-toe and electrical-hazard certified footwear for trades and industrial workers.
- Keen Footwear: Privately-held Portland, Oregon-based footwear brand competing directly with Danner in hiking, work, and lifestyle segments. Similar premium positioning, comparable waterproofing technology story, and overlapping target customer in work and outdoor.
- Ariat International: Premium work, western, and equestrian footwear and apparel brand competing with Danner in work boots and increasingly in lifestyle/outdoor. Comparable premium pricing and similar expansion into apparel/accessories adjacent categories.
- Rocky Brands: Publicly-traded footwear company (NASDAQ: RCKY) producing work, hunting, military, and western boots. Directly comparable to Danner in hunting (Sharptail vs Rocky Core) and military/tactical segments with similar GORE-TEX waterproofing stories.
- Merrell (Wolverine Worldwide): Hiking and outdoor footwear brand owned by Wolverine Worldwide, directly competing with Danner's Trail 2650 and Mountain 600 lines. Similar Vibram outsole and GORE-TEX technology positioning, broader hiking product range.
- Dr. Martens: Iconic heritage boot brand with similar lifestyle/work crossover positioning. Comparable heritage narrative, premium pricing strategy, and growing D2C distribution model — though distinct in its fashion-led identity versus Danner's outdoor/work roots.
- Vasque (Wolverine Worldwide): Performance hiking boot brand owned by Wolverine Worldwide, directly comparable to Danner's Mountain 600 and Trail 2650 lines. Similar heritage positioning in technical hiking with Vibram outsoles and waterproof membranes.
Broad incumbents
- Wolverine Worldwide: Large publicly-traded footwear conglomerate owning Wolverine, Cat, Harley-Davidson Footwear, Merrell, Saucony, and Vasque. Operates across Danner's work, hiking, and tactical categories but at significantly larger scale and broader portfolio.
- Timberland (VF Corporation): Iconic boot brand owned by VF Corporation, competing directly with Danner in work, hiking, and lifestyle boots. Operates globally with much larger retail and wholesale distribution, broader product portfolio, and stronger mass-market brand awareness.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks1 record
Key highlights1 record
Customer concentration
Danner social profiles
Digital presenceDanner financial estimates
Financial estimateRevenue estimate
Valuation estimate
Danner leadership team
Management profileNumber of profiles
Danner funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Danner M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Danner
What does Danner do?
Danner designs, manufactures, and sells premium boots across work, hiking, lifestyle, hunting, military, and tactical categories, along with an expanding apparel and outerwear collection and a boot care/accessories ecosystem. The company sells primarily direct-to-consumer via its global.danner.com e-commerce platform and a Portland factory store, supplemented by select retail partners. A signature offering is the paid Recrafting service, which replaces components such as outsoles and stitching to extend the life of eligible boots.
Is Danner a public or private company?
Danner is a private company. It is classified as unknown and is currently operating.
When was Danner founded?
Danner was founded in 1932. It employs 251 to 500 people.
Where is Danner based?
Danner is headquartered in Portland, United States, in the North America region.
How does Danner make money?
Five revenue lines are on record. Direct-to-Consumer Footwear Sales are the primary driver. The others are apparel Sales, boot Care Products, recrafting Services and retail Store Sales.
Who are Danner's main competitors?
Direct peers on record are Red Wing Shoes, Thorogood (Weinbrenner Shoe Company), Keen Footwear, Ariat International, Rocky Brands, Merrell (Wolverine Worldwide), Dr. Martens and Vasque (Wolverine Worldwide). Broad incumbents are Wolverine Worldwide and Timberland (VF Corporation).
Does Danner have an API?
No public API is recorded for Danner.
What industry is Danner in?
Danner's product category is Outdoor Footwear. Its primary akta.pro industry code is IMAOAIAF, Boot Manufacturing (Work/Fashion/Western/Combat), with a secondary code of CRADAKAL, Shoe & Leather Care (Polishes, Protectants, Cleaners). Its NAICS code is 3162 and its SIC code is 3140.