COMPETITIVE LANDSCAPE
Nike and adidas maintain their lead with strong brand recognition and wide distribution
Footwear in Denmark remained relatively stable in terms of the competitive landscape in 2025, characterised by the presence of both global and domestic brands. The top players were Nike Denmark ApS and adidas Danmark A/S, with Nike holding an 8% retail value share, and adidas a 7% share in 2025.
With a stable competitive landscape, there are opportunities for companies to develop
There were no significant mergers or acquisitions in footwear in Denmark in 2025, and none expected in 2026, which suggests a stable competitive environment. The focus of companies in 2025 was on adapting to consumer trends, such as sustainability and online shopping, rather than on consolidating their shares through mergers or acquisitions.
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Overview:
Understand the latest market trends and future growth opportunities for the Footwear 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 Footwear 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 Footwear 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 Footwear 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 Footwear in Denmark?
- Where is future growth expected to be most dynamic?
Footwear in Denmark - Category analysis
KEY DATA FINDINGS
Economic stability and brand loyalty support moderate growth in footwear
Sustainable practices contribute to value growth
Resale and rental gains traction, impacting primary sales
Integration of technology enhances product design and functionality
Economic recovery set to drive growth, although consumer caution will remain
A continued move towards sustainable products will impact footwear
Retail -commerce to drive growth in footwear through convenience and competitive pricing
Nike and adidas maintain their lead with strong brand recognition and wide distribution
With a stable competitive landscape, there are opportunities for companies to develop
Apparel and footwear specialists leads offline retail sales
Retail e-commerce gains traction as consumers seek convenience and the best prices
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:
Footwear
- Children's Footwear
- Men's Footwear
- Women's Footwear
Footwear
This is the aggregation of children's footwear, men's footwear and women's footwear. Includes all men’s, women’s and children’s outdoor and indoor shoes made of materials as leather, fabric or plastic. Outdoor shoes includes all dress shoes, trainers, sports shoes, sandals, boots, pumps, and high heels. Indoor shoes includes house-shoes and slippers. Items must be new when sold to the consumer; second-hand/used footwear is excluded. Antique and/or vintage footwear is also excluded. Sports footwear (broken out as a separate category) is included in total footwear figure. One pair of footwear constitutes one volume unit.
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 Footwear research and analysis database.
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