520In recent years, the popularity of outdoor activities such as camping and hiking has sparked a consumer boom. Especially in Europe and the United States, the number of users keen on outdoor lifestyles continues to grow, with the annual outdoor sports population in the US reaching as high as 160 million.
This strong market demand has propelled many niche brands into the mainstream, standing out with unique product positioning and flexible marketing strategies. Among them is theDTC brand Rumpl, which generates $4 million in annual revenue with the concept of the “sleeping bag blanket.”
Users showcasing Rumpl sleeping bag blanket Image source: Google
The “sleeping bag blanket” born from a skiing predicament
Rumpl was born out of a skiing accident. In 2014, founders Nick Polinko and Wylie Robinson were stranded in their car during a ski trip. While keeping warm with sleeping bags as they waited for rescue, they suddenly realized: why can’t everyday blankets have the same waterproof and thermal features as sleeping bags? With this idea, they founded Rumpl, specializing in the production of“sleeping bag blankets” that combine outdoor functionality with home comfort.
Rumpl blankets use high-end outdoor materials that are waterproof, stain-resistant, and tear-resistant, while remaining lightweight and easy to carry. They can be used as shawls, blankets, and are even suitable as outdoor picnic mats.
In terms of appearance, Rumpl boldly breaks the mold by incorporating color elements inspired by North American natural landscapes into its designs, such as the “Arizona Sunset” and “Rocky Mountains” series, making them unique and eye-catching. This design, which breaks the traditional definition of blankets, quickly attracted a large number of consumers to Rumpl, especially young users who like to combine outdoor and home scenarios.
Users showcasing Rumpl sleeping bag blanket Image source: Google
Streamlined product lines to target core needs
To better meet the needs of outdoor users, Rumpl has designed three major product series—Original, NanoLoft, and Down—based on different scenarios and requirements.
The Original series is durable and waterproof, suitable for most outdoor scenarios; the NanoLoft series is lightweight and warm, ideal for light hiking; the Down series uses high-quality down to keep warm in cold environments. This streamlined product line not only makes it easier for users to choose, but also highlights Rumpl’s professionalism and its “less is more” brand trait.
In addition, Rumpl emphasizes environmental responsibility by joining the “1% for the Planet” organization, donating 1% of its revenue to environmental causes. For outdoor enthusiasts, supporting Rumpl is not just about buying a product, but also supporting an environmental commitment. This emotional resonance undoubtedly enhances brand loyalty and helps Rumpl win consumer trust.
Image source: Rumpl official website
Multi-platform social media synergy, rapidly building brand stickiness
In terms of content strategy, Rumpl focuses on a multi-platform social media layout to precisely reach target groups through different platforms. On YouTube, Rumpl collaborates with KOLs to release review videos, allowing outdoor experts to showcase the product’s real-world performance in outdoor scenarios, effectively attracting potential users and establishing a professional brand image.
On Twitter and Instagram, the brand focuses on visual impact according to the characteristics of each platform, using natural landscapes and outdoor scenes to convey its environmental philosophy and further strengthen users’ emotional connection.
Image source: YouTube
On TikTok, Rumpl adopts a unique “fun + practical” strategy that firmly captures the hearts of young users. Generation Z values interaction and enjoys lighthearted, entertaining content formats.
To address this, Rumpl has created several highly interactive video content themes, such as the“Do you need a Rumpl?” video series, which uses simple storylines to showcase the versatility of the “sleeping bag blanket,” allowing users to quickly understand the product’s value.
At the same time, Rumpl has launched challenge hashtags like #RumplAdventure, inviting users to share their experiences and thus driving broader brand discussions.
Rumpl’s videos use a relaxed and humorous approach to showcase the product’s functionality and portability, catering to Generation Z’s preference for fun short videos. For example, a popular video demonstrates how to quickly fold a Rumpl blanket in different scenarios, sparking a lot of interactive discussion. By showing how the blanket can be used for camping, at the beach, at home, and more, Rumpl conveys a “take it anywhere, anytime” lifestyle, meeting young users’ needs for flexible and practical products.
In addition, Rumpl expands its influence on TikTok by collaborating with creators in the outdoor and lifestyle fields. Through these creators’ real-life experiences, Rumpl’s product features are vividly demonstrated, making it especially easy for outdoor beginners to get started. Such creator collaborations not only enhance the brand’s credibility but also provide highly effective word-of-mouth marketing.
Independent website strengthens brand experience, optimizes user conversion and repurchase
As a DTC brand, Rumpl’s independent website not only serves as a sales platform but is also an important part of its brand community.
According to similarweb data, Rumpl’s independent website receives as many as 350,000 monthly visits, with organic traffic stable at 65,000 per month and about 13,000 from paid advertising, with a low bounce rate. This reflects both the product’s appeal and the precision of its paid traffic strategies.
Image source: similarweb
Rumpl creates an immersive outdoor living experience on its independent website. In addition to showcasing products, it emphasizes the brand’s environmental commitment, user stories, and social platform displays. Users can directly learn about products and form emotional connections through the website. Rumpl’s independent site strategy is not just a sales channel, but also builds a community that conveys brand values and culture, increasing repurchase rates by enhancing users’ emotional investment.
Image source: Rumpl independent website
Unlimited potential in the global market
Statista predicts that by 2027, the global outdoor products market will reach $109 billion, with the European and American markets continuing to lead this growth. With its innovative design, environmental philosophy, and multi-platform content strategy, Rumpl has steadily expanded its influence in this fiercely competitive market.
Not only Rumpl, but outdoor brands such asMobi Garden, Flextail, Yayi Technology have also become rare million-dollar brands in this sector, and are exploring even greater business opportunities in various sub-segments.
In the future, as consumers further embrace outdoor and eco-friendly lifestyles, the growth potential of the outdoor sector globally will continue to increase, and there is still a long blue ocean period ahead.
