Millets
Millets is a UK-based outdoor clothing, footwear, and equipment retailer with over 100 years of heritage, operating 47 stores nationwide plus an e-commerce platform. It serves British consumers across hiking, camping, cycling, and watersports with branded and proprietary outdoor products.
- Company typePrivate
- Founded1920
- HeadquartersBury, United Kingdom
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Millets does
Millets is a UK-based outdoor clothing, footwear, and equipment retailer with over 100 years of trading history, operating 47 physical retail stores across the United Kingdom alongside an e-commerce storefront at millets.co.uk. The company sells a mix of third-party premium outdoor brands (Berghaus, The North Face, Merrell, Salomon, Scarpa) and proprietary sub-brands (Peter Storm, North Ridge, OEX, Eurohike), spanning men's, women's, and kids' outdoor clothing, footwear, tents and camping gear, plus equipment for cycling, climbing, watersports, skiing, fishing, horse riding, running, and caravanning. There is no proprietary technology platform beyond a standard Shopify-based e-commerce site, and the offering is positioned around practical, functional outdoor wear for British weather conditions across a range of skill levels from casual users to performance mountaineers.
Millets firmographics
Firmographics- Name
- Millets
- Legal name
- Millets
- Website
- https://millets.co.uk
- Company type
- Private
- Founded year
- 1920
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Millets is a UK-based outdoor clothing, footwear, and equipment retailer with over 100 years of heritage, operating 47 stores nationwide plus an e-commerce platform. It serves British consumers across hiking, camping, cycling, and watersports with branded and proprietary outdoor products.
- Ownership category
- akta.pro rank
Millets industry classification
Industry- Product category
- Outdoor Retail
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro industry
- Outdoor Travel Gear (Duffels, Packs, Dry Bags) RetailBackpacks, Bags & Load-Carriage Retail
Keywords
Where Millets is headquartered
LocationHeadquarters
- HQ city
- Bury
- HQ country
- United Kingdom
- HQ region
- Europe
Offices29 records
Markets served
Millets business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail product sales: Millets generates revenue through the sale of outdoor clothing, footwear, and equipment to consumers through its physical retail stores and e-commerce platform. Products range from waterproof jackets and walking boots to tents and camping gear, selling branded outdoor products from suppliers like Berghaus, The North Face, Merrell, and Salomon.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Standard delivery on all orders |
| Other | Pay-as-you-go | Premium next day delivery option |
| Other | Pay-as-you-go | In-store collection service |
| Unit Pricing | Pay-as-you-go | Specialist delivery for large items |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Millets product offering
Product offeringCore offering
Millets is a UK-based retailer of outdoor clothing, footwear, and equipment, operating 47 physical stores across the United Kingdom and an e-commerce storefront at millets.co.uk. The company stocks a multi-brand product assortment including Berghaus, The North Face, Merrell, Salomon, Scarpa, Peter Storm, and Eurohike, alongside its own Peter Storm, North Ridge, and OEX sub-brands. Offerings span men's, women's, and kids' outdoor apparel, walking and mountaineering footwear, tents and camping gear, rucksacks, watersports, cycling, climbing, skiing, navigation, fishing, horse riding, and festival equipment.
Product overview
Millets is a UK-based outdoor clothing and equipment retailer operating 47 stores across the UK, offering a unified retail platform for outdoor enthusiasts. The product portfolio consists primarily of third-party branded outdoor products including Berghaus, The North Face, Merrell, Salomon, Scarpa, Peter Storm, and North Ridge sub-brands, alongside Millets' own branded equipment. The offering spans men's, women's, and kids' outdoor clothing categories; footwear; tents and camping equipment; rucksacks and bags; watersports equipment; cycling; climbing; skiing; navigation/GPS; fishing; horse riding; running; caravanning; and festival gear. The company has over 100 years of trading history and is part of JD Sports Fashion PLC.
Differentiator
Problem solved
Functional benefit
Products and services
- Men's Outdoor Clothing
- Women's Outdoor Clothing
- Kids' Outdoor Clothing
- Men's Outdoor Footwear
- Women's Outdoor Footwear
- Kids' Outdoor Footwear
- Tents and Camping Equipment
- Rucksacks and Bags
- Watersports Equipment
- Cycling Equipment
- Climbing Equipment
- Ski Equipment
- Navigation and GPS Equipment
- Fishing Equipment
- Horse Riding Equipment
- Festival Equipment
- Running Equipment
- Caravanning Equipment
- Garden and Outdoor Living
- Boot Fitting and Rucksack Fitting Services
Companies that use Millets
Customer profileSegments4 records
Ideal customer profiles3 records
Millets technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Millets partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- JD Sports Fashion PLCcoreMillets is owned by JD Sports Fashion PLC, a major UK-based sports and outdoor fashion retailer. This parent company relationship provides corporate backing and potential synergies in retail operations.
- BerghauscoreBerghaus is one of Millets' key brand partners, with the retailer serving as a stockist for Berghaus outdoor clothing and equipment including waterproof jackets, fleeces, and technical outdoor wear.
- The North FacecoreThe North Face products including jackets, fleeces, and outdoor clothing are stocked at Millets stores and online.
- MerrellcoreMerrell walking boots and outdoor footwear are among the key brands stocked by Millets.
- SalomoncoreSalomon outdoor footwear and sports equipment are available at Millets.
- ScarpacoreScarpa mountaineering boots and outdoor footwear are stocked at Millets.
- Peter StormcorePeter Storm outdoor clothing is a key brand carried by Millets, with exclusive multi-buy deals offered.
- EurohikecoreEurohike camping and outdoor equipment including tents are stocked by Millets.
- KlarnaminorKlarna payment services are accepted at Millets, allowing customers to pay in 3 instalments or up to 30 days after receiving their order.
- EvriminorEvri provides next day delivery logistics services for Millets e-commerce orders.
- DHLminorDHL provides delivery logistics services for Millets orders.
Scale indicators2 records
Recent moves5 records
Expansion highlights3 records
Millets competitors and assessment
Company assessmentDirect peers
- Mountain Warehouse: UK-based value outdoor retailer with 200+ stores across the UK and Europe. Directly comparable across product categories and customer use cases (camping, hiking, family outdoor), with a stronger value positioning.
- Trespass: UK outdoor and ski clothing retailer with both own-store and wholesale presence. Competes directly with Millets in outdoor apparel, footwear, and family outdoor categories.
- Rohan: UK outdoor clothing specialist focused on technical travel and hiking apparel. Comparable in target customer (outdoor enthusiasts, families) and store-based retail with premium brand positioning.
- Ellis Brigham: UK specialist outdoor retailer with ~25 stores focused on hiking, climbing, skiing, and camping. Directly comparable in product mix, premium brand portfolio, and customer segment.
- Snow+Rock: UK specialist retailer for ski, climbing, hiking, and outdoor gear. Direct competitor in the technical outdoor niche, with a similar store-based service-led model (boot fitting, expert advice).
- Blacks: UK outdoor retailer operating ~50+ stores, also owned by JD Sports Fashion PLC. Competes head-to-head with Millets across the same product categories and target customer segments.
- Cotswold Outdoor: Specialist UK outdoor retailer (~30+ stores) selling premium brands like The North Face, Berghaus, Rab, and Arc'teryx. Closely comparable in customer base, premium brand mix, and store-based service model.
- Go Outdoors: UK outdoor retail chain operating ~60+ stores, owned by JD Sports Fashion PLC as a sister brand to Millets. Directly comparable in product mix (apparel, footwear, camping, hiking) and channel strategy (physical + e-commerce).
Broad incumbents
- Decathlon UK: Global sporting goods retailer with 50+ UK stores. Competitor across all of Millets' categories (apparel, footwear, camping, cycling, watersports) and benefits from extensive owned-brand vertical integration and lower pricing.
- JD Sports Fashion PLC: Parent company of Millets and a broader sports fashion retailer across the UK, Europe, and US. Comparable as the corporate parent context and adjacent retail portfolio; Millets' outdoor positioning sits alongside JD's core sports-fashion footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Millets social profiles
Digital presenceMillets financial estimates
Financial estimateRevenue estimate
Valuation estimate
Millets leadership team
Management profileNumber of profiles
Millets funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Millets 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 Millets
What does Millets do?
Millets is a UK-based retailer of outdoor clothing, footwear, and equipment, operating 47 physical stores across the United Kingdom and an e-commerce storefront at millets.co.uk. The company stocks a multi-brand product assortment including Berghaus, The North Face, Merrell, Salomon, Scarpa, Peter Storm, and Eurohike, alongside its own Peter Storm, North Ridge, and OEX sub-brands. Offerings span men's, women's, and kids' outdoor apparel, walking and mountaineering footwear, tents and camping gear, rucksacks, watersports, cycling, climbing, skiing, navigation, fishing, horse riding, and festival equipment.
Is Millets a public or private company?
Millets is a private company. It is classified as corporate owned and is currently operating.
When was Millets founded?
Millets was founded in 1920. It employs 1,001 to 5,000 people.
Where is Millets based?
Millets is headquartered in Bury, United Kingdom, in the Europe region.
How does Millets make money?
One revenue line is on record: retail product sales.
Who are Millets's main competitors?
Direct peers on record are Mountain Warehouse, Trespass, Rohan, Ellis Brigham, Snow+Rock, Blacks, Cotswold Outdoor and Go Outdoors. Broad incumbents are Decathlon UK and JD Sports Fashion PLC.
Does Millets have an API?
No public API is recorded for Millets.
What industry is Millets in?
Millets's product category is Outdoor Retail. Its primary akta.pro industry code is CRAMAAAI, Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail, with a secondary code of CRAMAMAI, Backpacks, Bags & Load-Carriage Retail. Its SIC code is 5600.