COMPETITIVE LANDSCAPE
Bestseller and H&M maintain their lead in a relatively stable competitive landscape
Childrenswear in Denmark was relatively consolidated in 2025, with the top two players, Bestseller A/S and H&M Hennes & Mauritz A/S, together holding a 21% share of value sales. In 2025, Bestseller maintained its lead with a 15% share, while H&M held 6%.
Opportunities emerge amidst market polarisation and e-commerce growth
Childrenswear in Denmark is experiencing polarisation, with consumers divided between seeking affordable options and premium products. Moving forward, this trend presents opportunities for businesses that can cater to these diverse needs.
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Overview:
Understand the latest market trends and future growth opportunities for the Childrenswear 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 Childrenswear 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 Childrenswear 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 Childrenswear 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 Childrenswear in Denmark?
- Where is future growth expected to be most dynamic?
Childrenswear in Denmark - Category analysis
KEY DATA FINDINGS
Sustainability and affordability are key concerns in childrenswear amid polarisation
Resale and rental limit the growth opportunities for the primary market
Entry of new fast fashion chain to attract budget-conscious consumers amid polarisation
The surge of sustainable childrenswear and Bestseller’s strategic pivot
Growth due to improving economic indicators, although consumer caution will remain
Sustainable and affordable options set to drive growth
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 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:
Childrenswear
- Baby and Toddler Wear
- Boys' Apparel
- Girls' Apparel
Childrenswear
This is the aggregation of baby and toddler wear, boys' clothing and girls' clothing.
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 Childrenswear research and analysis database.
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