COMPETITIVE LANDSCAPE
Leading brands maintain share through diverse strategies
The childrenswear market in Germany is moderately concentrated, with the top five companies holding a significant share. In 2025, Ernsting's Family held 25% of the market share, followed by C&A with 13%, H&M with 6%, NKD with 5%, and Takko with 4%.
No significant mergers or new product launches reported
There were no significant mergers or acquisitions in 2025 or anticipated in 2026. Additionally, no notable and innovative product launches were reported from late 2025 or planned for 2026.
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Overview:
Understand the latest market trends and future growth opportunities for the Childrenswear industry in Germany 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 Germany, 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 Germany 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 Germany?
- Which are the leading brands in Germany?
- How are products distributed in Germany?
- 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 Germany?
- Where is future growth expected to be most dynamic?
Childrenswear in Germany - Category analysis
KEY DATA FINDINGS
Strong inclination towards sustainability
Eco-conscious parents drive demand for sustainable childrenswear
Baby and toddler wear sees strongest growth
Resale and rental drive growth in childrenswear
Parents prioritise sustainability and affordability in childrenswear
Girls’ apparel to become largest category by volume
Resale and rental trend to exert growing influence
Leading brands maintain share through diverse strategies
No significant mergers or new product launches reported
Retail offline dominates childrenswear sales despite e-commerce growth
Apparel and footwear specialists drive retail offline sales
E-commerce growth driven by convenience and technology
Sustainable materials and circular fashion drive innovation
Apparel and Footwear in Germany - Industry Overview
Resale and rental models become increasingly prominent
Resale and rental models drive sustainable fashion
Apparel demand shaped by preferences for sustainable and affordable fashion
Dynamic growth in resale and rental services
Sustainable practices and technology drive market growth
Apparel offers stable growth prospects
Sportswear emerges as fastest-growing area driven by technology
H&M and C&A maintain lead despite Shein’s growth
Zalando’s acquisition of About You reshapes e-commerce landscape
Retail offline leads apparel and footwear sales despite e-commerce growth
Retail e-commerce drives growth with AI-driven personalisation
AI personalisation tools and virtual try-on bolster appeal of e-commerce
Sustainability drives innovation in product design
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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