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Positive growth seen in the Swedish apparel and footwear market in 2025
The apparel and footwear market in Sweden recorded positive growth in 2025, driven by, among other factors, the rising popularity of resale and rental services, particularly in childrenswear and womenswear. Growth is expected to continue to be seen, supported by increasing disposable income. The market is characterised by polarisation, with economy-focused players like Lager 157 and premium brands such as House of Dagmar thriving alongside mid-priced brands. To succeed, brands should leverage omnichannel strategies, invest in digital innovation and adapt to the growing demand for sustainable and premium products.
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Overview:
Understand the latest market trends and future growth opportunities for the Apparel and Footwear industry in Sweden 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 Sweden, 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 Sweden 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 Sweden?
- Which are the leading brands in Sweden?
- How are products distributed in Sweden?
- 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 Sweden?
- Where is future growth expected to be most dynamic?
Apparel and Footwear in Sweden
Positive growth seen in the Swedish apparel and footwear market in 2025
Chart 1 Key Trends 2025
Chart 2 Analyst Insight
Apparel dominates sales, sportswear sees the most dynamic growth
Resale and rental reshape consumer behaviour
Chart 3 Polarn O Pyret Expands Second-Hand Platform
Consumers drive demand for sustainable and premium products
Specialised products benefit from lifestyle and fitness trends
Omnichannel strategies and digital innovation shape the market
H&M Group and specialised brands drive market polarisation
Lager 157 expansion and digital innovation reshape market dynamics
Chart 4 Lager 157 Expands Store Network to Strengthen its Position in Affordable Basics
Ida Sjöstedt expands focus on social-media-led marketing and seasonal capsule drops
Chart 5 Ida Sjöstedt Expands Social-Media-Driven Womenswear Collections
Offline retail maintains lead despite e-commerce growth
E-commerce is the fastest-growing distribution channel
Omnichannel strategies drive consumer engagement
Resale platforms and premium basics drive market shift
Social media and discounting shape consumer behaviour
Market polarisation benefits economy and premium players
Chart 6 Real GDP Growth and Inflation 2020-2030
Chart 7 PEST Analysis in Sweden 2025
Chart 8 Key Insights on Consumers in Sweden 2025
Chart 9 Consumer Landscape in Sweden 2025
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Childrenswear in Sweden
KEY DATA FINDINGS
Demographics restricting volume growth in Swedish childrenswear
Chart 10 Key Trends 2025
Chart 11 Analyst Insight
Demographic pressures and premiumisation influence sales
Childrenswear trends include circularity and sustainability
Sustainability initiatives fuel dynamic growth
Parents prioritise sustainability and premium products for children
Baby and toddler wear to see the fastest growth
Digitalisation and sustainability will drive growth and shape consumer behaviour
Leading chains dominate with affordability and sustainability
Sustainability and premiumisation open up new opportunities
Polarn O Pyret continues developing its second-hand and subscription services
Chart 12 Polarn O Pyret Expands its Second-Hand and Subscription Services
Newbie (KappAhl) expanding its PreLoved second-hand initiative
Chart 13 Newbie Expands “PreLoved” Second-Hand Concept
Store-based retail dominates childrenswear sales with omnichannel presence
E-commerce gains traction with convenience and niche brands
Sustainability and digitalisation drive childrenswear retail trends
Sustainability drives innovation in product design
Chart 14 Mini Rodini Debuts AW25 “Digging Deep” Collection Featuring Eco-Certified Fabrics
Eco-friendly materials characterise recent innovations
Sustainability initiatives drive business growth
Apparel Accessories in Sweden
KEY DATA FINDINGS
Weather-driven demand and premiumisation trend boost sales of apparel accessories
Chart 15 Key Trends 2025
Chart 16 Analyst Insight
Fjällräven expands premium offerings to meet climate-driven demand
Scarves the largest apparel accessories category
Weather-driven demand boosts value sales of apparel accessories
Chart 17 Fjällräven Expands Premium Winter Accessories to Meet Climate-Driven Demand
Weather-driven demand and sustainability shape future outlook
Scarves and belts will remain the largest categories, while e-commerce will drive growth
Sustainability and premiumisation drive business opportunities
Leading low-cost chains the major players in the apparel accessories market
No significant mergers or acquisitions or notable launches
COS bets on the mid-priced segment
Chart 18 COS Reinforces Mid-Segment Positioning Through Elevated Accessories
Apparel specialists drive in-store sales with broad assortments
E-commerce gains traction with low return rates and wide assortments
Sustainability and omnichannel presence shape retail environment
Sustainable materials drive innovation in accessories
Chart 19 Fjällräven’s Organic Cotton “Swedish Classic Map Scarf” Reflects Sustainable Design
Premium winter accessories drive value growth
Innovation and sustainability shape business opportunities
Menswear in Sweden
KEY DATA FINDINGS
Swedish men increasingly prioritising quality and durability
Chart 20 Key Trends 2025
Chart 21 Analyst Insight
Premium casualwear benefits from digital shift
Largest category outerwear being driven by practicality and style
Swimwear seeing relatively dynamic growth in menswear
Premiumisation and digital shift to drive growth
Men’s outerwear will remain the largest category
E-commerce and social media fuel fastest growth
Economy players and premium brands driving sales
Niche brands and online platforms gain visibility
In-store retail dominates menswear sales with a strong physical presence
E-commerce gains ground with multi-brand platforms and premium online retailers
Omnichannel presence becomes increasingly important for retailers
H&M Atelier and Lager 157 drive innovation with premium and affordable basics
Chart 22 H&M Atelier Launches its Fall 2025 Menswear Collection Exclusively Online
Chart 23 Lager 157 Opens New Store in Gothenburg and Expands its Basics Business
Care of Carl expands premium menswear mix, challenging incumbents
Chart 24 Care of Carl Continues to Broaden its Premium Menswear Mix
Womenswear in Sweden
KEY DATA FINDINGS
Resale and rental trend playing an increasingly significant role
Chart 25 Key Trends 2025
Chart 26 Analyst Insight
Resale and rental driving growth in womenswear sales
Women’s outerwear dominates womenswear sales
H&M and Sellpy strengthen second-hand presence
Chart 27 H&M and Sellpy Strengthen Second-Hand Presence in Sweden as Resale Market Continues to Expand
Omnichannel strategies and resale to drive future growth
Women’s outerwear to remain the largest category
Sustainability and affordability to shape future
Large players continue to lead, but smaller players and niche brands have been gaining traction
Niche brands and second-hand initiatives to drive future opportunities
Premium brand Leoní seeing strong sales growth
Chart 28 Stockholm Brand Leoní Reports 156% Sales Growth in Q2 2025
In-store retail leads womenswear sales with omnichannel presence
Chart 29 Avavav Uses Theatrical Runway Shows and Social Media to Grow its Female Streetwear
E-commerce growth driven by convenience and digital engagement
Resale partnerships boost womenswear sales through sustainability
Niche premium brands and economy players drive market polarisation
Omnichannel strategies and social media shape retail channel mix
Jeans in Sweden
KEY DATA FINDINGS
Sustainability is playing a crucial role in product development as brands adopt eco-friendly practices
Chart 30 Key Trends 2025
Chart 31 Analyst Insight
Discounting culture suppresses value growth
Lager 157 drives growth with affordable basics
Chart 32 Lager 157 Drives Growth by Focusing on Basics at Low Prices
Sustainability and e-commerce shape future prospects
Premium brands maintain appeal amidst discounting
Sustainability and e-commerce drive market fragmentation
Business impact of main trends
Lager 157 and H&M drive market polarisation
Niche players and sustainability drive future growth
ASKET offering jeans made from recyclable materials
Chart 33 ASKET Strengthens Polarisation by Blending Premium Quality and Sustainability
Lager 157 and apparel specialists dominate in-store sales
E-commerce gains traction with premium and niche brands
No emerging retail brands or concepts in 2026
Sustainable practices driving innovation in premium jeans
Chart 34 Nudie Jeans Expands Repair and Reuse Programme
Premium brands leverage sustainability for competitive advantage
E-commerce and multi-brand platforms will enable niche denim players to reach Swedish consumers
Hosiery in Sweden
KEY DATA FINDINGS
Hosiery is a commodified category in Sweden
Chart 35 Key Trends 2025
Chart 36 Analyst Insight
Grocery retailers drive sales of everyday hosiery essentials
Specialised sports socks drive dynamic growth in niche areas
Commodification and grocery dominance shape industry performance
Chart 37 Grocery Retailers’ Private Label Lines Reinforce Hosiery’s Low-Margin, Multi-Pack Position
Grocery retailers maintain grip on hosiery sales
Specialised socks drive growth in niche areas
Sustainability efforts slowly gaining traction
Domestic low-cost giants and sportswear brands lead sales
Premium sportswear brands drive growth in niche areas
Grocery retailers drive sales of everyday hosiery essentials
Specialised sports socks drive dynamic growth in niche areas
Retail e-commerce fuels growth with diverse offerings
Sustainable brands lead innovation with eco-friendly products
Chart 38 Organic Socks of Sweden Promotes Eco-Friendly Hosiery Through Online Channels
Niche players drive growth with specialised products
Innovation fuels moderate growth and category elevation
ARK expands its Performance Socks offering
Chart 39 Swedish Brand ARK Sport Expands Performance Sock Line
Footwear in Sweden
KEY DATA FINDINGS
Sports and performance footwear helping drive overall footwear growth
Chart 40 Key Trends 2025
Chart 41 Analyst Insight
Premium sports footwear drives sales growth despite economic caution
Largest subcategory driven by demand for versatile footwear
Dynamic growth in sports footwear driven by premium brands
Chart 42 New Balance Opens Flagship Store in Stockholm
Consumers prioritise sustainability and versatility
Children’s footwear to see the fastest growth
Sustainability and omnichannel strategies drive business
Challengers gain ground as market polarisation intensifies competition
Niche players and e-commerce platforms create new opportunities
Lager 157 opens new store in Gothenburg’s busiest shopping centre
Chart 43 Lager 157 Opens New Store in Nordstan, Gothenburg
In-store retail leads as e-commerce gains share
E-commerce grows as consumers seek convenience and variety
Specialist retailers adapt to changing consumer habits
Premium brands drive growth with innovative sports footwear
Market polarisation intensifies competition across price points
Challenger brands gain ground through direct-to-consumer strategies
Chart 44 Axel Arigato Expands Swedish Presence with New Stockholm Store in 2025
Sportswear in Sweden
KEY DATA FINDINGS
Sportwear recording positive current value growth in 2025
Chart 45 Key Trends 2025
Chart 46 Analyst Insight
Brands strengthen presence to meet rising demand
Running drives growth and premiumisation
New Balance expands presence in Stockholm
Chart 47 New Balance Opens First Swedish Flagship Store in Stockholm
Brands invest in sustainability and e-commerce to drive growth
Sports apparel will continue to outsell sports footwear
Sustainability and e-commerce shape the future of sportswear
Leading brands maintain share despite challenger growth
Niche brands drive innovation and market growth
Offline retail remains dominant despite e-commerce growth
E-commerce grows faster than offline retail in 2025
Specialist retailers and e-commerce drive sportswear sales
Sustainable materials drive premium sportswear innovation
Chart 48 Peak Performance Launches Limited-Edition Helium FLO Using Leftover Fabric
Business impact of sustainable innovations
Klättermusen’s new trail running collection targets more performance-orientated runners
Chart 49 Klättermusen Launches SS25 Trail Running Capsule with Minimal Weight Gear
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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