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Steady growth for apparel and footwear
The apparel and footwear market in Norway proved resilient in 2025, achieving 3% value growth to reach NOK64.6 billion. Retail value growth was underpinned by Norway’s outdoor living culture, ensuring consistent demand for outdoor apparel and footwear. E-commerce and social media played an increasingly important role in shaping consumer purchasing decisions, notably among younger demographics. Market polarisation persisted in apparel and footwear, with low-cost players and premium brands retaining broad appeal, although mid-segment brands that bridge affordability and style were well-positioned to gain traction. The growth of sportswear was driven by the increasing importance of functional fashion and digital marketing, with premium outdoor and performance brands experiencing significant growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Apparel and Footwear industry in Norway 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 Norway, 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 Norway 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 Norway?
- Which are the leading brands in Norway?
- How are products distributed in Norway?
- 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 Norway?
- Where is future growth expected to be most dynamic?
Apparel and Footwear in Norway
Steady growth for apparel and footwear
Chart 1 Key Trends 2025
Chart 2 Analyst Insight
Apparel and footwear delivers modest value growth
Sportswear sees dynamic growth through digital channels
Sustainability drives innovation through bold storytelling
Chart 3 Northern Playground Challenges Overconsumption with “The Worn Once Dress” Campaign
Mid-segment brands lead market polarisation
Omnichannel experiences to evolve with technological advances
Sustainability to shape the future of the market
Low-cost and premium brands drive market polarisation
Brands leverage social media to positive effect
Chart 4 Bik Bok Empowers Store Staff In Viral Jeans Campaign
Store-based retail leads with e-commerce driving growth
Chart 5 Arket Launches Flagship Store in Oslo,
E-commerce continues to gain traction with omnichannel retailing
Chart 6 Real GDP Growth and Inflation 2020-2030
Chart 7 PEST Analysis in Norway 2025
Chart 8 Key Insights on Consumers in Norway 2025
Chart 9 Consumer Landscape in Norway 2025
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Childrenswear in Norway
KEY DATA FINDINGS
Modest value growth despite declining birth rate
Chart 10 Key Trends 2025
Chart 11 Analyst Insight
Demographic and lifestyle factors drive value sales
Sustainable materials and second-hand initiatives reshape childrenswear market dynamics
Chart 12 Polarn O Pyret Expands its Second Hand Initiative in Norway in 2025.
Premium brands capitalise on sustainability and quality
Chart 13 Lillelam Introduces a Certified Merino Wool Babywear Line in 2025
Parents prioritise quality and sustainability in childrenswear
Baby and toddler wear maintains largest share
Digital platforms and sustainability drive childrenswear forward
Large retail chains dominate while circular economy grows
Emerging players capitalise on sustainability and niche markets
Low-cost chains lead childrenswear distribution
Resale and rental drive channel mix shift
Chart 14 Parkdressen Rents Durable Coveralls for Kindergarten Children
Apparel Accessories in Norway
KEY DATA FINDINGS
Apparel accessories shows resilience
Chart 15 Key Trends 2025
Chart 16 Analyst Insight
Stable growth driven by outdoor culture and sustainability
Market polarisation defines category dynamics
Chart 17 Norrøna Extends its High-Performance Accessories Collection
Sustainable materials drive innovation in accessories
Chart 18 Dale of Norway expands sustainable merino wool accessories
Outdoor culture and sustainability drive future growth
Sustainability is expected to gain prominence
Retail e-commerce and second-hand sales reshape the competitive landscape
Low-cost and premium brands hold a strong position
Chart 19 Bergans integrates PFAS-free materials into accessories as EU regulation tightens
Store-based apparel specialists lead retail channel landscape
Retail e-commerce gains traction with wider assortments online
Menswear in Norway
KEY DATA FINDINGS
Menswear witnessed slight uptick in steady growth
Chart 20 Key Trends 2025
Chart 21 Analyst Insight
Stable consumer demand drives menswear sales
Market polarisation impacts sales performance
Chart 22 Dressmann expands online reach across Europe
Chart 23 Helly Hansen’s "professional grade” archive range returns via online only spring drop
Challengers differentiate with sustainability and heritage
Chart 24 Northern Playground unveils a “The Worn Once Dress” campaign
Premium sportswear drives menswear value growth
Men's outerwear to remain largest subcategory
E-commerce and discounting shape future development
Dressmann and Helly Hansen lead with strong brand presence
Challengers innovate to differentiate themselves
Apparel specialists lead menswear sales with strong brand presence
Womenswear in Norway
KEY DATA FINDINGS
Slow and steady growth for the mature womenswear category
Chart 25 Key Trends 2025
Chart 26 Analyst Insight
Stable consumer demand drives sales despite economic caution
Sustainable practices drive innovation in womenswear
Chart 27 Northern Playground debuts “The Worn Once Dress” campaign
Resale platforms put the sustainability trend centre-stage
Chart 28 Tise launches “Style Tag” feature to drive peer-to-peer discovery
Digitalisation and sustainability drive market growth
Women's outerwear remains largest subcategory
Sustainability and sportswear drives business opportunities
Leading brands maintain share amidst market polarisation
New player Arket looks at mid-market for growth opportunities
Chart 29 Arket opens first flagship store in Norway
Omnichannel strategies drive sales through multiple channels
Retail e-commerce gains traction with social media influence
Jeans in Norway
KEY DATA FINDINGS
Stable performance for the jeans market
Chart 30 Key Trends 2025
Chart 31 Analyst Insight
Consumer depend on jeans for everyday wear
Sustainability gains traction among brands
Chart 32 Livid Denim expands sustainable jeans range with recycled materials
Brands drive sustainable practices in denim production
E-commerce and sustainability shape future of denim
Leading brands maintain share through strategic discounting and diversification
Chart 33 Voice Norge retain strong position in Jeans through multi-brand retail
New entrants and e-commerce growth drives fragmentation
Chart 34 Zalando private labels gain ground in Norway’s jeans market
Omnichannel strategies drive sales through multiple channels
Niche brands and online platforms drive market fragmentation
E-commerce gains traction with promotions and diverse offerings
Hosiery in Norway
KEY DATA FINDINGS
Stable performance for hosiery
Chart 35 Key Trends 2025
Chart 36 Analyst Insight
Low-cost multi-packs drive sales in a commoditised market
Brand fragmentation shapes market dynamics
Chart 37 Rema 1000 continued to feature hosiery in bulk multipacks as everyday essentials
Sustainable materials drive innovation in everyday hosiery
Chart 38 Pierre Robert introduces its socks made from organic cotton and recycled materials
Stable demand driven by multi-packs and niche segments
Niche brands capitalise on performance features and sustainability
E-commerce and product innovation to drive value growth
Leading brands maintain dominance in a fragmented market
Niche brands capitalise on sustainability and performance features
Chart 39 Norse Projects launches Ebbe sport sock
Low-cost chains and grocery retailers dominate sales
Niche brands capitalise on sustainability and performance features online
Footwear in Norway
KEY DATA FINDINGS
Footwear witnessed strong performance
Chart 40 Key Trends 2025
Chart 41 Analyst Insight
Outdoor lifestyles and casual work culture drives sales
Sports footwear drives dynamic growth
Chart 42 ASICS Expands Specialist Running Assortment in Norway
Market polarisation intensifies competition between affordable and premium brands
Chart 43 Running Boom Lifts Löplabbet and Premium-Price Shoes
Specialist brands and sustainability shape future sales
Women's footwear maintains largest share despite slow growth
Regulatory pressures and consumer awareness drive sustainability
Specialist brands gain share as market polarisation intensifies
HOKA gain share as market polarisation intensifies
Chart 44 HOKA Running Shoes Become Widely Discussed
Offline retail leads footwear sales with try-on convenience
Retail e-commerce drives dynamic growth with convenience and assortment
Sportswear in Norway
KEY DATA FINDINGS
Steady growth reflects the resilience of Norway’s sportswear market
Chart 45 Key Trends 2025
Chart 46 Analyst Insight
Löplabbet expands offerings as running drives sales
Chart 47 Löplabbet Sales Boom As Brand Expands Offerings
Sustainable practices drive innovation in sportswear products
Chart 48 Helly Hansen Expands Use of Recycled Materials in Sportswear
Running trend to gain traction in Norway
Outdoor sportswear to remain in high demand
Sustainability will be focus for brands and consumers
Niche players gain ground against global giants
Chart 49 Amundsen Sports Expands Reach In Norway
Sports goods stores lead distribution with specialist advice
Retail e-commerce gains share with niche and premium offerings
Omnichannel presence is key to success in fragmented market
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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