COMPETITIVE LANDSCAPE
Leading chains dominate with affordability and sustainability
The childrenswear market in Sweden remained relatively consolidated in 2025, with the top companies maintaining their market shares. Lindex, H&M Hennes & Mauritz Sverige AB and KappAhl Sverige AB (Publ) were the top three players, with a combined share of almost 40% in 2025.
Sustainability and premiumisation open up new opportunities
The changes in the childrenswear market present opportunities for businesses that can adapt to the trends of sustainability and premiumisation. Brands that successfully combine digital inspiration with easy access to durable, sustainable products are best placed to capture future value growth.
Polarn O Pyret continues developing its second-hand and subscription services
Polarn O Pyret strengthened its PO.P Second Hand and subscription initiatives in Sweden, reflecting the brand’s focus on durability and circularity in a market in which declining birth rates limit long-term volume growth.
Newbie (KappAhl) expanding its PreLoved second-hand initiative
Newbie (KappAhl) expanded its PreLoved second-hand initiative to more of its Swedish stores, giving parents the option to buy and resell gently used childrenswear directly through the brand. The concept, which focuses on organic cotton and classic Scandinavian designs, reflects how families are increasingly choosing either low-cost chains for basics or higher-quality pieces with resale value.
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Overview:
Understand the latest market trends and future growth opportunities for the Childrenswear 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 Childrenswear 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 Childrenswear 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 Childrenswear 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 Childrenswear in Sweden?
- Where is future growth expected to be most dynamic?
Childrenswear in Sweden - Category analysis
KEY DATA FINDINGS
Demographics restricting volume growth in Swedish childrenswear
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
Newbie (KappAhl) expanding its PreLoved second-hand initiative
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
Eco-friendly materials characterise recent innovations
Sustainability initiatives drive business growth
Apparel and Footwear in Sweden - Industry Overview
Positive growth seen in the Swedish apparel and footwear market in 2025
Apparel dominates sales, sportswear sees the most dynamic growth
Resale and rental reshape consumer behaviour
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
Ida Sjöstedt expands focus on social-media-led marketing and seasonal capsule drops
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
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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