COMPETITIVE LANDSCAPE
Bestseller and H&M maintain lead through sustainable initiatives
The competitive landscape of apparel accessories in Denmark remained relatively stable in 2025, with no major developments. Bestseller A/S and H&M Hennes & Mauritz A/S continued to be the leading companies, with Bestseller holding a 26% share and H&M holding a 6% share of retail value sales.
Market polarisation impacts the competitive landscape, with the entry of Lindex
The market polarisation trend had an impact on the competitive landscape in apparel accessories in 2025. The divide between budget-conscious consumers seeking cheaper options due to concern about their economic situation, and high-earning consumers seeking premium brands and products due to their quality, performance and brand prestige continued to drive sales for players at both ends of the market.
Opportunities for growth through a focus on sustainable fashion and e-commerce
There were no significant mergers or acquisitions in apparel accessories in Denmark in 2025, which suggests a stable competitive landscape. This presents opportunities for businesses to focus on sustainability and e-commerce in the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the Apparel Accessories industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Apparel Accessories industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Apparel Accessories in Denmark report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Apparel Accessories in Denmark?
- Which are the leading brands in Denmark?
- How are products distributed in Denmark?
- How is the rise of e-commerce shaping demand?
- What % of apparel and footwear sales are made via grocery retailers?
- Do consumers want premium quality or fast fashion?
- How will COVID-19 and recession impact demand?
- How important is sustainability in Apparel Accessories in Denmark?
- Where is future growth expected to be most dynamic?
Apparel Accessories in Denmark - Category analysis
KEY DATA FINDINGS
Sustainability and positive economy drive modest value growth in apparel accessories
Continued growth, with scarves continuing to lead value sales
With rising demand for eco-friendly products, players focus on sustainability
Resale and rental follows the sustainability trend but hampers growth in the primary market
Growth anticipated to continue for apparel accessories, with sustainability prominent
Scarves will remain the largest category, but belts set to see higher growth
Retail e-commerce set to drive growth, and market polarisation expected to continue
Bestseller and H&M maintain lead through sustainable initiatives
Market polarisation impacts the competitive landscape, with the entry of Lindex
Opportunities for growth through a focus on sustainable fashion and e-commerce
Offline retail maintains dominance in apparel accessories but sees challenges
Retail e-commerce sees growth in apparel accessories as it offers convenience
Apparel and Footwear in Denmark - Industry Overview
Sustainable innovation and strategic investment drive steady growth in apparel and footwear
Continued slow and stable value growth as economic indicators are positive
Sustainability and inclusivity trend shapes consumer behaviour
Resale and rental services gain traction in apparel and footwear
Strong economy to fuel premiumisation, although some consumers will remain cautious
Demand for sustainability expected to impact apparel and footwear
Retail e-commerce set to outpace offline retail as the digital competition intensifies
Bestseller and H&M maintain their lead through sustainability and e-commerce
The squeezed middle: Danish mid-market retailers falter amidst economic divide
Opportunities for growth remain for new and existing companies
Demand for experiences sustains offline retail dominance, but challenge from e-commerce
Retail e-commerce gains traction as consumers value its convenience and pricing
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Apparel Accessories
- Belts
- Gloves
- Hats/Caps
- Scarves
- Ties
- Other Apparel Accessories
Apparel Accessories
Supplementary garments and clothing articles consisting of items as belts, scarves, gloves, hats, ties and other accessories. Knitted accessories (hats, scarves and gloves) are also included. Includes all such products designed for men, women, children, and infants. Shoes, bags and sunglasses are excluded and attributed to Footwear, Travel Goods and Sunglasses respectively.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Apparel Accessories research and analysis database.
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