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Sustainable innovation and strategic investment drive steady growth in apparel and footwear
Apparel and footwear in Denmark saw retail current value growth of 2% in 2025, to reach DKK35,775 million, driven by a strong economy. Sustainability was one of the main trends in 2025, with companies changing their strategies to address consumer concern about the environmental impact of their purchasing decisions. Consumers are increasingly divided between budget-conscious buyers and high-earning consumers willing to spend on premium brands. Sales are expected to continue growing in the forecast period, with an increasing proportion of sales expected to take place online. To succeed, brands must adapt to changing consumer preferences, invest in their online presence, and balance affordability with quality.
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Overview:
Understand the latest market trends and future growth opportunities for the Apparel and Footwear 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Childrenswear
- Apparel and Accessories
- Menswear
- Womenswear
- Jeans
- Hosiery
- Footwear
- Sportswear
If you're in the Apparel and Footwear 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 and Footwear 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 and Footwear 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 and Footwear in Denmark?
- Where is future growth expected to be most dynamic?
Apparel and Footwear in Denmark
Sustainable innovation and strategic investment drive steady growth in apparel and footwear
Chart 1 Key Trends 2025
Continued slow and stable value growth as economic indicators are positive
Sustainability and inclusivity trend shapes consumer behaviour
Chart 2 Aiayu is a Leading Danish Brand Focused on Sustainability and Ethical Production
Resale and rental services gain traction in apparel and footwear
Chart 3 Spejder Sport Has a Circular Retail Store, Spejder Sport Retur
Strong economy to fuel premiumisation, although some consumers will remain cautious
Chart 4 Analyst Insight
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
Chart 5 Movv is a New Premium Danish Brand of Running Shoes, Enhancing Polarisation
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
Chart 6 Real GDP Growth and Inflation 2020-2030
Chart 7 PEST Analysis in Denmark 2025
Chart 8 Key Insights on Consumers in Denmark 2025
Chart 9 Consumer Landscape in Denmark 2025
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Childrenswear in Denmark
KEY DATA FINDINGS
Sustainability and affordability are key concerns in childrenswear amid polarisation
Chart 10 Key Trends 2025
Resale and rental limit the growth opportunities for the primary market
Chart 11 H&M Launches Pre-Loved In-Store Shopping in Copenhagen
Entry of new fast fashion chain to attract budget-conscious consumers amid polarisation
Chart 12 Lindex Opens its First Store in Denmark
The surge of sustainable childrenswear and Bestseller’s strategic pivot
Chart 13 Bestseller Intensifies its Focus on Sustainability in 2025
Growth due to improving economic indicators, although consumer caution will remain
Sustainable and affordable options set to drive growth
Chart 14 Analyst Insight
E-commerce to maintain growth as consumers seek a wide product range and good prices
Bestseller and H&M maintain their lead in a relatively stable competitive landscape
Opportunities emerge amidst market polarisation and e-commerce growth
Retail e-commerce drives growth in childrenswear with convenience and competitive prices
Offline retail continues to dominate due to the importance of quality
Apparel Accessories in Denmark
KEY DATA FINDINGS
Sustainability and positive economy drive modest value growth in apparel accessories
Chart 15 Key Trends 2025
Continued growth, with scarves continuing to lead value sales
With rising demand for eco-friendly products, players focus on sustainability
Chart 16 Bestseller Focuses More Strongly on Sustainability in 2025
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
Chart 17 Swedish Fast Fashion Chain Lindex Opens its First Store in Denmark
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
Menswear in Denmark
KEY DATA FINDINGS
Sustainability and economic strength drive growth in menswear
Chart 18 Key Trends 2025
Sustainable fashion and positive economy contribute to growth in menswear
Chart 19 Local Brand Forét Focuses on Long-Lasting, Sustainable Menswear
Resale and rental gains traction among Danish consumers, hampering primary sales
Chart 20 Wasteland Offers Pre-Loved Shopping in Copenhagen
Rising disposable incomes set to fuel sales of men’s outerwear
Sustainability expected to impact menswear in the forecast period
Continued growth anticipated for retail e-commerce
Bestseller and H&M maintain their leading positions and focus on sustainability
Market polarisation challenges mid-priced players
Chart 21 Uniqlo Opens a Second Store in Denmark
Physical channels maintain their dominance as consumers want to ensure a good fit
Retail e-commerce drives growth in menswear with convenience and competitive prices
Womenswear in Denmark
KEY DATA FINDINGS
Moderate growth in womenswear is supported by sustainability and a strong economy
Chart 22 Key Trends 2025
Demographic and economic trends contribute to growth in womenswear
Sustainability and inclusivity reshapes the dynamics in womenswear
Chart 23 Aiayu Focuses on Sustainability Across the Business
Denmark’s thriving resale market hampers growth in primary sales of womenswear
Chart 24 Carmen Copenhagen is a Popular Resale Outlet
Rising incomes set to drive growth, with interest in sports driving sales
Sustainability will remain important, but price will also be part of the decision-making process
E-commerce and social media expected to drive sales of womenswear
Chart 25 Analyst Insight
Stable competitive landscape in womenswear as the leaders adapt to changing preferences
Market polarisation challenges mid-priced players
Chart 26 Denmark Sees the Opening of its First Lindex Store
Apparel and footwear specialists remains the most significant offline distribution channel
Retail e-commerce gains traction as consumers seek convenience and affordability
Jeans in Denmark
KEY DATA FINDINGS
Economic resilience and sustainability drive value growth in jeans
Chart 27 Key Trends 2025
Market polarisation impacts sales across different price platforms in jeans
Organsk, and H&M’s pre-loved concept meet the consumer desire for sustainability
Chart 28 Organsk Works With Sustainable Materials and Processes
Sustainability will be a factor impacting growth in jeans
Economy jeans to remain the largest category and see continued dynamism
Competitive digital landscape to drive sustained e-commerce growth in jeans
The leading brands in jeans focus on brand presence and sustainability
Opportunities and challenges from emerging trends and dynamics
Apparel and footwear specialists leads offline sales as consumers look for the best fit
Retail e-commerce continues to gain traction, challenging growth for offline retailers
Hosiery in Denmark
KEY DATA FINDINGS
Strong economy and sustainability contribute to growth
Chart 29 Key Trends 2025
Value growth continues, driven by sheer hosiery
Sustainable materials such as bamboo are increasingly used for hosiery
Growth in tourism boosts local demand for hosiery
Chart 30 Growth in Tourism Supports Demand for Hosiery in 2025
Continued growth, with market polarisation anticipated to remain evident
Sustainable products expected to drive growth
Retail e-commerce and subscription services set to fuel expansion
Leading brands maintain dominance through diverse offerings
Private label and premium brands drive market polarisation
Stable competitive landscape could lead to niche areas for development
Offline retail offers convenience and reasonable prices, but there are challenges
Retail e-commerce dominates hosiery sales with competitive prices
Footwear in Denmark
KEY DATA FINDINGS
Economic stability and brand loyalty support moderate growth in footwear
Chart 31 Key Trends 2025
Sustainable practices contribute to value growth
Chart 32 Danish Brand Anonymous Copenhagen Has a Strong Focus on Sustainability
Resale and rental gains traction, impacting primary sales
Chart 33 Resale Platform DBA Offers a New Feature to Make the Sales Process Smoother
Integration of technology enhances product design and functionality
Chart 34 New Brand Movv Launched, Focusing on Data-Driven Shoe Design
Economic recovery set to drive growth, although consumer caution will remain
A continued move towards sustainable products will impact footwear
Retail -commerce to drive growth in footwear through convenience and competitive pricing
Chart 35 Analyst Insight
Nike and adidas maintain their lead with strong brand recognition and wide distribution
With a stable competitive landscape, there are opportunities for companies to develop
Apparel and footwear specialists leads offline retail sales
Retail e-commerce gains traction as consumers seek convenience and the best prices
Sportswear in Denmark
KEY DATA FINDINGS
Sportswear sees growth, driven by health and wellness trend and sustainability
Chart 36 Key Trends 2025
Strong demand for sportswear, driven by positive economy and health and wellness trend
Sustainability and inclusivity trend shapes sportswear dynamics
Chart 37 Hummel's Company Karma Strategy Embraces Sustainability and Inclusivity
Product development and retail of sportswear enhanced by integration of technology
Chart 38 New Brand Movv Focuses On Data-Driven Shoe Design
Economic growth and health trend to boost sales of sportswear
Demand for sustainable products, including second-hand options, expected to increase
Technological integration will transform sportswear experiences
Chart 39 Analyst Insight
adidas and Nike lead sportswear with strong brand loyalty and wide distribution
Market polarisation accelerated by new entrants
Chart 40 Lindex Opens its First Store in Denmark, Accelerating Market Polarisation
Growth opportunities for companies by focusing on specific areas
Physical retail maintains dominance despite store closures and online competition
Retail e-commerce gains traction as consumers value the convenience of shopping online
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Apparel and Footwear
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- Baby and Toddler Wear
- Boys' Apparel
- Girls' Apparel
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- Belts
- Gloves
- Hats/Caps
- Scarves
- Ties
- Other Apparel Accessories
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- Men's Nightwear
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- Economy Men's Jeans
- Standard Men's Jeans
- Premium Men's Jeans
- Super Premium Men's Jeans
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- Men's Jackets and Coats
- Men's Jumpers
- Men's Shirts
- Men's Shorts and Trousers
- Men's Suits
- Men's Tops
- Other Men's Outerwear
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- Men's Swimwear
- Men's Underwear
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- Women's Nightwear
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- Economy Women's Jeans
- Standard Women's Jeans
- Premium Women's Jeans
- Super Premium Women's Jeans
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- Women's Dresses
- Women's Jackets and Coats
- Women's Jumpers
- Women's Leggings
- Women's Shirts and Blouses
- Women's Shorts and Trousers
- Women's Skirts
- Women's Suits
- Women's Tops
- Other Women's Outerwear
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- Women's Swimwear
- Women's Underwear
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- Nightwear
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- Economy Jeans
- Standard Jeans
- Premium Jeans
- Super Premium Jeans
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- Dresses
- Jackets and Coats
- Jumpers
- Leggings
- Shirts and Blouses
- Shorts and Trousers
- Skirts
- Suits
- Tops
- Other Outerwear
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- Swimwear
- Underwear
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- Sheer Hosiery
- Non-Sheer Hosiery
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- Children's Footwear
- Men's Footwear
- Women's Footwear
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- Performance Apparel
- Outdoor Apparel
- Sports-inspired Apparel
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- Performance Footwear
- Outdoor Footwear
- Sports-inspired Footwear
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Apparel and Footwear
Apparel is the aggregation of clothing and footwear. This dataset covers retail sales of apparel through both store-based retailers and non-store retailers. Excludes black market sales (i.e. untaxed, generated within informal retailing)and duty free sales (travel retail). Items must be new when sold to the consumer; second-hand/used items are excluded. Antique and/or vintage clothing and footwear is also excluded.
See all of our definitions
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This report originates from Passport, our Apparel and Footwear research and analysis database.
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