Nikwax Great Outdoors S/S 2026 Preview

Retail Buyers Guide: Great Outdoors S/S 2026 Retail Buyer’s Guide
Brand: Nikwax
Interviewee: Zoe Hewitt, Head of Nikwax Marketing

What trends do you see currently shaping the outdoor industry?

Inclusivity and Diversity: The outdoor industry is making efforts to diversify its audience, marketing to underrepresented groups and supporting inclusivity in outdoor space.
Climate Change: Outdoor brands are investing in climate adaptation strategies and supporting conservation efforts.
Health & Wellness Connection: The mental and physical health benefits of outdoor activity are a strong draw, especially since the pandemic. Activities like trail running, and mindful hiking are growing in popularity.

How is your brand responding to the increasing demand for sustainability and ethical production?
Sustainability has always been at the heart of Nikwax. All our products are water-based, PFAS-free, and biodegradable. We manufacture ethically in the UK and use 100% recycled plastic bottles. We’re committed to protecting people and the planet without compromising performance.

What challenges are you seeing in the outdoor market today—retail, consumer behavior, or otherwise?
We’re seeing shifts in consumer behavior, especially among younger audiences—who face barriers like lack of time, confidence, or access to the outdoors. Demand for sustainability continues to grow. Nikwax has adapted, balancing performance, and purpose.

About the Brand:

What is your brand’s core mission or philosophy, and how does it influence your product development?
Nikwax have been outdoor industry leaders in producing sustainable aftercare since 1977. All our products are water-based, and we have never used PFAS. All Nikwax aftercare products are easy to use, safe for you and the environment, and will ensure you stay dry and comfortable whatever the weather. Our goal is to make gear last longer while minimising environmental impact.

How has your brand evolved in the outdoor market over the last few years?
Nikwax has consistently led the way in sustainable outdoor gear care. In recent years, we’ve introduced innovative products like Direct.Dry, a PFAS-free, factory-applied Durable Water Repellent (DWR) for synthetic fabrics, which has been adopted by brands. Our commitment to sustainability is evident in our packaging: all product bottles and caps are now made from 100% post-consumer recycled plastic. Additionally, we transitioned to an Employee-Owned Trust (EOT) in 2022, ensuring our values remain at the forefront of our operations.

Who is your target customer today, and how has that profile changed over time?
In the past, our audience was mostly core outdoor enthusiasts, but it’s broadened as more people seek sustainable, easy-to-use solutions to extend the life of their gear. We are encouraging younger people to get outdoors — by making our products simpler, promoting adventure and highlighting the environmental benefits of repairing over, replacing.

Which items should every nature lover take with him on the next outdoor-adventure?

Waterproof jacket and boots treated with Nikwax to stay warm and dry
Layered clothing for changing conditions
Map, compass or GPS — never rely only on your phone
Reusable water bottle, snacks, and a first aid kit!

Key Product:

Stain Scrub:
A scrub on pre-wash treatment for waterproof and insulated clothing and gear. Designed to be used with Nikwax cleaning and proofing products.