Brand page · Outdoor Recreation · Finland
Varusteleka: 550K visits a month, 178 active Meta ads, Gravity score 680.
Varusteleka — Varusteleka is a Finnish retail store specializing in military and outdoor products, including military-grade cold weather outdoor and tactical gear designed in-house and manufactured in Europe. In September 2026 varusteleka.com drew an estimated 550K visits, down 1% on the month before. It ranks #2 of 182 Outdoor Recreation brands in Finland and holds a 3.3 Trustpilot rating over 73 reviews.
Updated Traffic Sept 2026Meta ads 7 Oct 2026Google ads 20 Oct 2026Instagram Sept 2026Trustpilot Oct 2026Catalogue Oct 2026Gravity score 2 Nov 2026
Gravity score
Percentiles within 4 peers: Outdoor Recreation brands in Finland with 100K–1M monthly visits. Recomputed nightly, last on 2 Nov 2026.
About the store
Varusteleka is a Finnish retail store specializing in military and outdoor products, including military-grade cold weather outdoor and tactical gear designed in-house and manufactured in Europe.
01 · Traffic
How much traffic Varusteleka gets.
The traffic card of the Gravity brand page: the latest month and its two trends. The monthly curve, 24 months of history, the audience by country, the traffic sources and the category comparison are for members, free to start.
Varusteleka drew an estimated 550K visits in September 2026, down 1% on the month before and up 21% over three months.
- Worldwide#23,034of 4.5M sites · Top 1%
- In Finland#88of 20.4K sites · Top 1%
- Outdoor Recreation, worldwide#191of 101,136 brands · Top 1%
- Outdoor Recreation, Finland#2of 182 brands · Top 5%
550K
estimated visits in September
1 mo ▼ −0.7%4 mo ▲ +20.7%
The monthly curve, 24 months of history and the category comparison.
Create your free account02 · Reviews
What customers say about Varusteleka.
The review cards of the Gravity brand page: the Trustpilot page, with its star distribution and the brand's tiers against the index, and the Google reviews. The TrustScore history and the review velocity against the category are for signed-in members.
Varusteleka holds 3.3 out of 5 on Trustpilot over 73 reviews, 8 of them in the last twelve months: 75% of customers give five stars and 16% one star. That volume places Varusteleka in the top 40 % of the 270,321 Trustpilot pages in the Gravity index.
Hunting Store Hobby Store
Data not available
Review velocity, TrustScore history and the category comparison are on the Gravity brand page.
03 · Products
What Varusteleka sells, ranked by sales.
The top three products in the catalogue, in the store's own best-seller order, with price and stock. The full catalogue, the rankings over time and the ads that lead to each product are for signed-in members.
Varusteleka sells on Shopify, 78% of its catalogue in stock. The best seller is Scho-Ka-Kola, 100 g Tin Box, at €3.99, followed by Varusteleka M05 Name Tag w. Custom Text, 3-Pack and Varusteleka Finnish M05 Rank Insignia.
#1Scho-Ka-Kola, 100 g Tin BoxVarusteleka€3.99In stock
#2Varusteleka M05 Name Tag w. Custom Text, 3-PackVarusteleka€14.99In stock
#3Varusteleka Finnish M05 Rank InsigniaVarusteleka€4.99In stock- +View all productsRankings over time, ratings, stock and the ads that lead to each product. Free account.Sign in to Gravity
Share of the catalogue by product family.
The dominant category places Varusteleka in its comparison group.
- Average rating
- 4.75 / 5
- Rated products
- 94% of the catalogue
- In stock
- 78%
- Upper price quartile
- US$111.99
- Currency
- EUR
04 · Ads
What Varusteleka is advertising right now.
Meta and Google ads, as the Gravity brand page shows them; the blurred ones are placeholders. Every creative, how long it ran, its EU reach and the estimated monthly spend band are for signed-in members.
Varusteleka runs Meta ads on Facebook, Instagram, Messenger, Audience Network, Threads, and has advertised on Google since October 2021 (image, text, video).
Arbeitssocken, die auch nass warm halten. 3 für 2Varusteleka.com7 Oct 2026image
Buy more than one pair. Customers' advice.Varusteleka.com7 Oct 2026image
Ein Paar pro Tag. Zahl zwei.Varusteleka.com7 Oct 2026image- +View all Meta adsReach per ad, how long each creative ran, and the estimated monthly spend band. Free account.Sign in to Gravity
Text ad20 Oct 2026Varusteleka Oyverified
Text ad20 Oct 2026Varusteleka Oyverified
Text ad20 Oct 2026Varusteleka Oyverified
- +View all Google adsFormats, first and last seen, and the keywords the brand bids on. Free account.Sign in to Gravity
05 · Influencers
Who talks about Varusteleka.
The creators who tag @varusteleka on Instagram, found by Gravity by Benchr in their posts. One is shown here; the full list, the audiences and the contact details are for signed-in members.
Creators tag @varusteleka on Instagram, led by N. Ran (24.2K followers, 0.9% engagement).
| Account | Profile | Followers | Engagement | Tags | Relationship |
|---|---|---|---|---|---|
| NN. Ran@sergeant_nran · 🇨🇦 CA | Photography visual arts Creator | 24.2K | 0.9% | 4 | Tagged @varusteleka |
06 · Competitors according to Gravity
Who Varusteleka competes with, by the numbers.
Gravity picks competitors from the index itself: same category, same market, similar size. The closest are named here; their figures, the full list and the side-by-side comparison are for subscribers.
Gravity by Benchr finds competitors for Varusteleka among Outdoor Recreation brands in Finland. The closest is Tactical Gear, then Militarist, Venture Surplus, Rigad.cz, Army Navy Outdoors, Valhalla Tactical.
| Brand | Similarity | Gravity score | Est. traffic | Trustpilot | Meta ads | Products | |
|---|---|---|---|---|---|---|---|
| Tactical Geartacticalgear.com | |||||||
| Militaristmilitarist.ua | |||||||
| Venture Surplusventuresurplus.com | |||||||
| Rigad.czrigad.cz | |||||||
| Army Navy Outdoorsarmynavyoutdoors.com | |||||||
| Valhalla Tacticalvalhallatactical.com.au |
07 · Company
The company behind Varusteleka.
Legal entity, funding and distribution, as the Company tab of the Gravity brand page shows them. Where Gravity has nothing on file, the line says so rather than disappearing.
Varusteleka is a company based in Helsinki, Finland, founded in 2003 according to LinkedIn, on a domain registered in May 2005. It employs about 34 people.
- Legal name
- Data not available
- Registration no.
- Data not available
- VAT
- Data not available
- Legal form
- Data not available
- Entity country
- 🇫🇮 Finland · Helsinki
- Founded
- 2003, per LinkedIn
- Domain registered
- 27 May 2005
- Share capital
- Data not available
- Status
- Operating
- President
- Data not available
- Activity code
- Data not available
- Employees
- 34 on LinkedIn · 51-200
- Funding stage
- Data not available
- Total raised
- Data not available
- Investors
- Data not available
- VC-backed
- Data not available
- Own store
- varusteleka.com · Shopify · EUR
- Catalogue
- 696 collections
- Retailers
- None recorded
- Open jobs
- None recorded
08 · What people ask about Varusteleka
What people ask Google about Varusteleka.
11 answers built from the data on this page, each one sourced to Gravity by Benchr, which say so when we don't know.
Is Varusteleka legit or a scam?
According to Gravity by Benchr, Varusteleka is a brand based in Helsinki, Finland: its website has existed since May 2005, it sells on a Shopify store, it employs 34 people on LinkedIn, it has 121,285 Instagram followers. Those are the marks of an established brand, not a pop-up shop. Source: Gravity by Benchr brand index, November 2026.
Varusteleka reviews
Customers rate Varusteleka 3.3 out of 5 on Trustpilot over 73 reviews, 8 of them in the last twelve months: 75% give five stars, 16% one star. Gravity by Benchr places that review volume in the top 40 % of the 270,321 Trustpilot pages in its index. Source: Gravity by Benchr Trustpilot reading, October 2026.
What does Varusteleka sell?
Varusteleka is a Finnish retail store specializing in military and outdoor products, including military-grade cold weather outdoor and tactical gear designed in-house and manufactured in Europe. Gravity by Benchr classifies it under Outdoor Recreation, with Weapon Care & Accessories making up 16% of the catalogue. Source: Gravity by Benchr product classification, October 2026.
How much does Varusteleka cost?
Varusteleka's best seller, Scho-Ka-Kola, 100 g Tin Box, sells €3.99 on varusteleka.com. 78% of the catalogue is in stock. Gravity does not track prices daily: check varusteleka.com before buying. Source: Gravity by Benchr catalogue reading, October 2026.
Is there a Varusteleka discount code?
Gravity by Benchr does not collect discount codes. What Gravity observes: Varusteleka advertises on Facebook and Instagram and on Google, where its offers often run. Check varusteleka.com for current promotions. Source: Gravity by Benchr ad records, October 2026.
Where to buy Varusteleka?
Varusteleka sells on its own website, varusteleka.com, a Shopify store. Gravity by Benchr lists no retailer or marketplace for the brand. Source: Gravity by Benchr retailer data, November 2026.
Who is behind Varusteleka?
Gravity by Benchr records a company based in Helsinki, Finland, founded in 2003 according to LinkedIn, on a domain registered in 2005, with 34 employees on LinkedIn. Gravity publishes no personal data about founders. Source: Gravity by Benchr company records, November 2026.
Is Varusteleka growing?
Yes. Gravity by Benchr estimates about 550,400 visits to varusteleka.com in September 2026, down 1% in a month and up 21% over three months. Varusteleka ranks #2 of 182 Outdoor Recreation brands in Finland in the Gravity index. Source: Gravity by Benchr estimated traffic, September 2026.
Which platform and tools does Varusteleka use?
Gravity by Benchr identifies varusteleka.com as a Shopify store (standard plan, not Shopify Plus), selling in EUR. It advertises through Meta and on Google since October 2021. Source: Gravity by Benchr platform and advertising records, November 2026.
How much does Varusteleka spend on Meta ads?
Gravity by Benchr does not publish a spend figure for Varusteleka on this page. What Gravity observes: an active Meta advertiser, on Facebook, Instagram, Messenger, Audience Network, Threads. The estimated monthly spend band, derived from the EU reach of each ad, is on the Gravity brand page. Source: Gravity by Benchr Meta Ad Library records, October 2026.
Who are the biggest Outdoor Recreation brands in Finland?
Among Outdoor Recreation brands in Finland in the Gravity by Benchr index, Varusteleka ranks #2 of 182 by estimated traffic. Its closest competitors on the same market are Tactical Gear, Militarist, Venture Surplus, Rigad.cz, Army Navy Outdoors. Source: Gravity by Benchr competitor analysis, same category, same market, similar size, November 2026.
Gravity by Benchr indexes more than 4 million e-commerce brands across 150 countries. Figures on this page are estimates, updated monthly; the Gravity score is recomputed nightly. Not affiliated with Varusteleka.