COMPETITIVE LANDSCAPE
The leading brands in jeans focus on brand presence and sustainability
Jeans in Denmark has a moderately concentrated competitive landscape, with the top two players, Bestseller A/S and H&M Hennes & Mauritz A/S, together accounting for 27% of retail value sales in 2025. In 2025, Bestseller held a 16% share, while H&M held a 10% share, and no major disruptions were seen in the competitive landscape.
Opportunities and challenges from emerging trends and dynamics
The Swedish fast fashion chain Lindex opened its first store in Denmark in May 2025, targeting budget-conscious consumers and further intensifying the competition in the market. Lindex's entry into Denmark is expected to add to market polarisation, as it offers a wide range of jeans at competitive prices.
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Overview:
Understand the latest market trends and future growth opportunities for the Jeans 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 Jeans 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 Jeans 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 Jeans 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 Jeans in Denmark?
- Where is future growth expected to be most dynamic?
Jeans in Denmark - Category analysis
KEY DATA FINDINGS
Economic resilience and sustainability drive value growth in jeans
Market polarisation impacts sales across different price platforms in jeans
Organsk, and H&M’s pre-loved concept meet the consumer desire for sustainability
Sustainability will be a factor impacting growth in jeans
Economy jeans to remain the largest category and see continued dynamism
Competitive digital landscape to drive sustained e-commerce growth in jeans
The leading brands in jeans focus on brand presence and sustainability
Opportunities and challenges from emerging trends and dynamics
Apparel and footwear specialists leads offline sales as consumers look for the best fit
Retail e-commerce continues to gain traction, challenging growth for offline retailers
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:
Jeans
- Economy Jeans
- Standard Jeans
- Premium Jeans
- Super Premium Jeans
Jeans
This category includes trousers/pants made of denim. It comprises of all lengths including capris and shorts. Most popular brands include: Levi’s, Lee, Wrangler. Jeans are further broken down by price platform. A full list of price bands in local currency for the 46 researched markets is available upon request. Please speak to your account manager to get a copy of these.
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 Jeans research and analysis database.
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