COMPETITIVE LANDSCAPE
Itx Portugal extends its lead, with Erich Brodheim seeing a strong increase
Footwear in Portugal is fragmented, with a mix of global players, domestic brands, and online platforms competing for share and consumer attention. The top manufacturer in footwear in retail value terms in 2025 was Itx Portugal - Confecções SA, with an 11% share, followed by Nike Retail BV - Sucursal em Portugal with a 9% share.
New entrants from apparel and collaborations drive competition and differentiation
In 2025, footwear remained highly competitive, largely fuelled by the expansion of low-cost brands such as Primark, Lefties, and Shein, indicating a shift in consumer preference towards affordable and innovative products. Despite intense competition from low-cost entrants, established brands in footwear are aggressively investing in diversification.
Smaller players emerge and target niche segments
Despite the strength of the leaders, smaller players in footwear in Portugal are increasingly capturing share by targeting niche segments and offering high-value products. Strategic alliances are central to this shift; for example, the 2025 partnership between Sportino and TENAZ produced 100% eco-friendly trainers.
Mergers and acquisitions reshape the dynamics and create opportunities
In 2025, a significant acquisition was observed in footwear in Portugal. Sonae agreed to sell its fashion brands Mo and Zippy via a management buyout to a consortium led by Francisco Pimentel, the current CEO of Mo, alongside the Mercúrio Fund, managed by Oxy Capital.
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Overview:
Understand the latest market trends and future growth opportunities for the Footwear industry in Portugal 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 Portugal, 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 Portugal 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 Portugal?
- Which are the leading brands in Portugal?
- How are products distributed in Portugal?
- 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 Portugal?
- Where is future growth expected to be most dynamic?
Footwear in Portugal - Category analysis
KEY DATA FINDINGS
Tourism and sustainability offset move to lower-cost products
Footwear faces challenges including rising costs and other spending priorities
Sustainable innovations drive differentiation and creativity in footwear
Brands likely to prioritise sustainability and innovation to drive growth
Collaborative projects and retail diversification expected to intensify the competition
Digital transformation and personalisation set to redefine the footwear value proposition
Itx Portugal extends its lead, with Erich Brodheim seeing a strong increase
New entrants from apparel and collaborations drive competition and differentiation
Smaller players emerge and target niche segments
Mergers and acquisitions reshape the dynamics and create opportunities
Offline retail maintains its leadership, driven by apparel and footwear specialists
Retail e-commerce expands thanks to pure online players and omnichannel strategies
Apparel and Footwear in Portugal - Industry Overview
Technological advances and value-driven consumption propel growth in apparel and footwear
Low-cost retailers gain prominence amid economic constraints
Tourism drives retail investment and growth in luxury apparel and footwear
Technology boosts efficiency and enhances the customer experience
Economic stabilisation and low-cost brands forecast to drive sustainable growth
The rise of resale will lead to greater competition for the primary market
Sustainability and communication set to shape the future of apparel and footwear
Itx Portugal maintains its lead, but fast fashion players drive growth
Sonae's divestment likely to reshape the competitive dynamics
Offline retail leads, dominated by apparel and footwear specialists
Continued growth for retail e-commerce, with omnichannel retailing a growing trend
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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