What TOG24 does

TOG24 is a privately held UK outdoor and lifestyle clothing retailer founded in 1958 and headquartered at Spen Valley in Heckmondwike, Yorkshire. The company designs and sells apparel, footwear, and accessories for men, women, and children across categories including waterproof jackets, fleeces, base layers, ski wear, activewear, and casualwear, with hero products such as the bestselling Craven packaway waterproof. A children's licensing collaboration (TOG24 x Shaun The Sheep) and a 2026 Technical Ski Collection extend the range into family and technical segments. Distribution is omnichannel: a DTC e-commerce site built on Shopify, 22+ owned standalone and outlet stores across the UK and Ireland, plus third-party stockists and concessions.

The business operates a Direct-to-Consumer primary GTM with a secondary B2B line: the Teamwear division supplies customized branded leisurewear (badge embroidery and printing) to sports clubs and schools, an operation that has run since the company's founding. Pricing is unit-based across a broad range — t-shirts from approximately $18-25 through fleeces $33-40, waterproof jackets $49-125, and premium outerwear $110-170 — with free UK standard delivery over £60 and Klarna buy-now-pay-later at checkout. A TOG24 Rewards loyalty program (1 point per £1 spent) is the principal retention mechanism, and Yotpo integration surfaces 101K+ certified reviews at a 4.7-star average.

The company is independently owned with no disclosed parent, no public listing, and no external funding rounds. Headcount is 251-500 and the geography is limited to the UK and Ireland. Strategic activity in 2025-2026 has been concentrated in product expansion (Shaun The Sheep line, Technical Ski 2026, Solo Season initiative) and outlet-channel inventory monetization via SS26 discounting, with a minor ESG partnership (Yorkshire Wildlife Trust, 'Give Peat a Chance'). No M&A, leadership changes, or geographic expansion beyond UK/Ireland are disclosed in available sources.

Name

TOG24

Legal name

TOG24

Website

https://tog24.com

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

251–500 employees

Short description

TOG24 is a UK-based outdoor clothing retailer founded in 1958, selling performance, ski, and lifestyle apparel through its own Shopify e-commerce site, 22+ retail stores across the UK and Ireland, and a B2B teamwear division serving sports clubs and schools.

Ownership category

akta.pro rank

Product category

Outdoor Apparel Retail

NAICS

Sporting Goods Retailers (45911), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Shoe Retailers (45821)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Outdoor & Adventure Multi-Category Retail (CRAMABAB)

akta.pro secondary industries

Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB), Camping, Hiking & Backpacking Gear Retail (CRAMAMAA), Ski & Snowboard Equipment Retail (Skis, Boards, Boots, Bindings, Poles) (CRAMAJAA), Outdoor Navigation, Safety & Survival Gear Retail (CRAMAAAE)

Keywords

• Outdoor clothing retail
• Performance apparel
• Ski wear
• Teamwear customization
• Outdoor footwear

Headquarters

HQ city

Heckmondwike

HQ country

United Kingdom

HQ region

Europe

Offices22 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales: One-time product sales through e-commerce and physical retail stores. Products include outdoor clothing, footwear, accessories for men, women, and children.
2. Teamwear/B2B Sales: Corporate teamwear division supplying branded leisurewear to clubs and schools with customization (embroidery, printing) of badges and initials.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

TOG24 designs, sources and sells outdoor and lifestyle clothing, footwear, ski wear, and accessories for men, women, and children. The company operates a direct-to-consumer Shopify e-commerce storefront and approximately 60+ physical retail and outlet stores across the UK and Ireland, complemented by a B2B teamwear division supplying customized branded leisurewear to sports clubs and schools.

Product overview

TOG24 is an outdoor clothing retailer offering a unified e-commerce platform for apparel and accessories across multiple categories. The core offering spans women's, men's, and children's clothing plus footwear and accessories, unified under a single Shopify-based online store. Key product lines include The Craven Jacket (bestselling waterproof packaway), TOG24 x Shaun The Sheep kids collaboration, and Technical Ski wear. The business also operates physical retail through a store locator, offers teamwear customization for clubs/schools, and runs a loyalty rewards program. Founded in 1958, the company is headquartered in Yorkshire and has expanded to approximately 60+ UK store locations including standalone stores, concessions, and stockists.

Differentiator

Problem solved

Functional benefit

Brands

• TOG24 x Shaun The Sheep: Children's outdoor clothing collection featuring Shaun The Sheep characters

Products and services

• Women's Outdoor Clothing Full range of women's outdoor and casual apparel including waterproof jackets, down/insulated jackets, 3-in-1 jackets, parkas, softshell jackets, ski jackets, gilets, fleeces, knitwear, hoodies, sweatshirts, shirts, t-shirts, vests, base layers, trousers, shorts, jumpsuits, dresses, skirts, swimwear, and activewear. Designed for UK weather and outdoor activities.
• Men's Outdoor Clothing Complete men's outdoor and casual clothing collection including waterproof jackets, down/insulated jackets, 3-in-1 jackets, parkas, softshell jackets, ski jackets, gilets, fleeces, knitwear, hoodies, sweatshirts, shirts, t-shirts, polos, base layers, trousers, shorts, swim shorts, and activewear.
• Kids' Outdoor Clothing Children's outdoor clothing including boys' and girls' jackets, coats, fleeces, gilets, trousers, base layers, skiwear, and footwear. Includes the TOG24 x Shaun The Sheep collaboration line.
• Outdoor Footwear Walking boots, walking shoes, sandals, slippers, trainers, and Wellington boots for men, women, and kids, plus footwear accessories.
• Outdoor Accessories Outdoor accessories including hats, helmets, gloves, mittens, scarves, socks, gaiters, backpacks, bags, luggage, eyewear, sunglasses, ski goggles, bottles, and flasks.
• Ski Wear Technical ski clothing and equipment including ski jackets, ski helmets, gloves, mittens, ski hats, and other ski accessories for men, women, and kids. Includes the 2026 Technical Ski Collection.
• Pet Accessories Dog jackets, coats, toys, and accessories for pet owners who want to outfit their dogs in outdoor gear.
• Teamwear Customization Service Corporate teamwear service for clubs and schools offering branded leisurewear with club/school badge embroidery or printing of initials. Operating since 1958 and serving sports clubs, schools, and organizations including Brighouse Town FC, Crossley Heath, Lightcliffe CC, West Yorkshire Hawks, and others.
• TOG24 Rewards Loyalty Program Loyalty program allowing members to earn points on purchases (1 point per £1 spent), with redemption tiers of £5 off (100 points), £10 off (200 points), £15 off (300 points), and £20 off (400 points). Additional points available for reviews, photos, videos, and birthday rewards.
• The Craven Jacket Bestselling waterproof packaway jacket available in men's and women's versions. Lightweight, packable design with multiple color and print options. Featured as a hero product.
• TOG24 x Shaun The Sheep Children's Collection Children's clothing collaboration featuring Shaun the Sheep characters on jackets, hoodies, fleeces, t-shirts, leggings, sweatpants, and accessories. Appeals to families with young children.
• Outlet Discounted Range Discounted clearance items across all categories including men's, women's, kids, and accessories, with size-based filtering options.

Quantifiable outcome

• 97.9K certified reviews with 4.7 star rating

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

One partnership is on record.

• Yorkshire Wildlife TrustminorOthersTOG24 supports Yorkshire Wildlife Trust's 'Give Peat a Chance' campaign with the aim of restoring Yorkshire's upland peatland by 2035. This is a charitable environmental partnership.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Helly Hansen: Norwegian heritage outdoor and workwear brand (founded 1877), now owned by Canadian Goose. Overlaps with TOG24 in technical outerwear, ski apparel, and workwear, with broader international distribution and premium technical positioning.
• Jack Wolfskin: German outdoor brand specializing in hiking, ski, and travel apparel. Comparable mid-to-premium technical positioning and broad multi-category outdoor assortment, with stronger German/European distribution versus TOG24's UK focus.
• Decathlon: Global sporting goods and outdoor retailer with vertically integrated private-label brands covering virtually every outdoor sport at value price points. While far larger and broader, it competes head-on in hiking, camping, skiing, and family outdoor apparel.
• The North Face (VF Corporation): Global premium outdoor brand under VF Corporation. Competes in technical outerwear, ski wear, hiking, and lifestyle outdoor apparel at premium price points, with broader international scale and significantly larger marketing budget than TOG24.

Direct peers

• Trespass: Scottish outdoor and ski clothing retailer with broad UK distribution including outlet centres. Directly comparable mid-market outdoor positioning, ski wear expertise, and outlet-heavy store strategy that mirrors TOG24's distribution model.
• Mountain Warehouse: Largest UK-specialist outdoor retailer with 200+ stores and major e-commerce presence. Direct competitor across hiking, skiing, camping categories, with a value-to-mid price positioning that overlaps TOG24's outdoor assortment and outlet footprint.
• Berghaus: Iconic British outdoor brand (founded 1966) known for technical hiking, climbing, and expedition apparel. Comparable UK heritage outdoor positioning, with overlapping customer base in hiking/outdoor enthusiasts and similar product categories (waterproofs, fleeces, base layers).
• Regatta: UK family-owned outdoor and performance clothing retailer founded in 1981. Most direct peer: comparable mid-market price points, multi-category outdoor apparel (waterproofs, fleeces, ski), large UK retail/wholesale footprint, and Yorkshire roots — overlapping directly with TOG24's positioning.
• Craghoppers: British outdoor and travel clothing brand with strong heritage, focused on waterproof and travel apparel. Comparable mid-to-premium outdoor positioning, similar UK DTC + retail model, and directly competitive in hiking/travel outerwear.
• Sprayway: British heritage outdoor brand founded in 1974 (now owned by branded outdoor group). Comparable mid-market positioning in waterproofs, fleeces, ski wear, and hiking apparel, with overlapping UK customer base and outdoor category mix.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/TOG24Official
• Facebookfacebook.com/tog24official
• Instagraminstagram.com/tog24official
• Pinterestpinterest.co.uk/TOG24Official

Revenue estimate

Valuation estimate

Number of profiles

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 TOG24