COMPETITIVE LANDSCAPE
OVS SpA continues to lead the fragmented childrenswear category
Childrenswear in Italy remained fairly fragmented in 2025, with a mix of global players, domestic brands, and online platforms competing for share. However, large chains and sports-led brands did gain some share at the expense of independent stores and mid-priced labels.
Value specialists expand their footprint at the expense of incumbent players
Value specialists Primark and Pepco expanded their presence within the Italian market, with Primark committing EUR40 million for five new stores and Pepco announcing 16 new Italian openings by September 2025. Meanwhile, pure online value players Shein and Temu continued to draw traffic away from independent and mid-market stores with their value offering.
Challengers capitalise on incumbents' restructuring
The trend of challengers vs incumbents significantly affected brand shares in Italian childrenswear. Incumbents like Benetton and OVS underwent restructuring, reducing their presence in the category.
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Overview:
Understand the latest market trends and future growth opportunities for the Childrenswear industry in Italy 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 Italy, 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 Italy 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 Italy?
- Which are the leading brands in Italy?
- How are products distributed in Italy?
- 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 Italy?
- Where is future growth expected to be most dynamic?
Childrenswear in Italy - Category analysis
KEY DATA FINDINGS
Value resilience despite demographic challenges
Demographic headwinds dampen sales growth
Baby and toddler wear registers the sharpest decline within childrenswear
OVS reduces childrenswear offering as it focuses on key adult lines
Retail sales expected to show low value growth over the forecast period
Rise of value-driven retail
Tightening sustainability enforcement will become a major regulatory challenge
OVS SpA continues to lead the fragmented childrenswear category
Value specialists expand their footprint at the expense of incumbent players
Challengers capitalise on incumbents' restructuring
Offline retail dominates childrenswear distribution with strong promotions
E-commerce sees growth, with established brands extending online partnerships
Apparel and Footwear in Italy - Industry Overview
Polarised spending and sustainable shifts shape apparel and footwear
Households remain cautious despite easing economic pressures
Diverging category dynamics define apparel and footwear
Circular business models gain traction with the introduction of specialist platforms
Ultra-value and premium players to drive further market polarisation
Tourism and lifestyle trends will drive experiential retail
Sustainability to become a competitive strategy
Fragmented competitive landscape as leading brands face market polarisation
Consolidation shapes the competitive landscape
Emerging players gain momentum through distinct propositions
Apparel and footwear specialists lead distribution in 2025
Retail e-commerce continues to grow in apparel and footwear
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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