COMPETITIVE LANDSCAPE
Leading brands maintain their positions amidst market polarisation
The bags and luggage market in Sweden is fragmented, with a mix of global players and domestic brands competing across various price points. In 2025, the top players were Samsonite with a 9% share, followed by Louis Vuitton on 6%, and Fjällräven Sverige on 4%.
Premium and budget brands thrive amid market polarisation
Market polarisation remains a defining factor in the bags and luggage market, with both economy and premium brands performing well, while the middle segment struggles. Budget-friendly luggage from retailers such as Rusta and Clas Ohlson continues to see steady demand, with Rusta’s Regent Premium model being recognised by Testfakta as a best-in-test suitcase in 2025.
Sustainable luxury gains traction through resale platforms
The bags and luggage category in Sweden is witnessing significant innovation, driven by trends such as travel and tourism, resale and rental, and market polarisation. Travel and tourism continue to be a key driver of demand for luggage, with the steady recovery of international air traffic supporting value sales in this category.
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Overview:
Understand the latest market trends and future growth opportunities for the Bags and Luggage 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.
If you're in the Bags and Luggage 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 Bags and Luggage 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 Bags and Luggage in Sweden?
- Which are the leading brands in Bags and Luggage in Sweden?
- How significant is tourism in determining sales and demand for Bags and Luggage in Sweden?
- How are COVID-19 and global recession impacting demand for Bags and Luggage in Sweden?
- In the wake of COVID-19, how soon can Bags and Luggage be expected to recover? Where are the opportunities for growth now?
- Where is future growth expected to be most significant?
Bags and Luggage in Sweden - Category analysis
KEY DATA FINDINGS
Steady growth for bags and luggage in 2025
Rising outbound travel drives demand for durable luggage
Largest category driven by demand for practical products
Resale and rental trends reshape market dynamics
Premium brands and second-hand market will drive growth
Lifestyle shifts and economic pressures impact sales
Retail e-commerce gains share with omnichannel strategies
Leading brands maintain their positions amidst market polarisation
Premium and budget brands thrive amid market polarisation
Sustainable luxury gains traction through resale platforms
In-store retail leads bags and luggage sales, although e-commerce continues growing
Retail e-commerce drives sales with its convenience and omnichannel options
Trends shaping distribution channels prioritise convenience and sustainability
Personal Accessories in Sweden - Industry Overview
Lifestyle shifts and recovery in travel help drive positive current value growth
Travel recovery helps drive personal accessories growth
Watches most dynamic, bags and luggage also seeing strong growth
Affordable luxury resale gains traction in Stockholm
Luxury resale gains traction among younger consumers
Connected watches drive growth with health and wellness focus
Sustainability and technology integration shape future trends
Fragmented market with polarisation between luxury and budget segments
No significant mergers or acquisitions in 2025
Market polarisation deepens, favouring budget and luxury
In-store retail leads distribution with strong specialist chains
E-commerce grows with rise of resale and omnichannel retail
Online resale platforms capitalise on demand for luxury goods
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Bags and Luggage
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- Backpacks
- Business Bags
- Crossbody Bags
- Duffel Bags
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- Non-Luxury Handbags
- Luxury Handbags
- Wallet and Coin Pouches
- Other Small Bags
- Luggage
Bags and Luggage
Bags and Luggage includes bags and cases which serve common everyday purposes or specific functions during travel, sports, or formal occasions. However, all sports equipment bags (e.g. golf, tennis, and bowling), insulated food and beverage bags, and musical instrument cases are excluded.
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 Bags and Luggage research and analysis database.
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