COMPETITIVE LANDSCAPE
H&M and LPP maintain lead through diverse offerings and affordable price points
The jeans market in Romania remained fragmented in 2025, with a mix of global players, domestic brands, and online platforms competing for share. The top companies based on retail value share were H&M Hennes & Mauritz SRL with a 9% share, LPP Romania fashion SRL, also with a 9% share, and Zara Bucuresti SRL, with a 6% share in 2025.
Shein owner Roadget Business Pte Ltd starts to drive change with ultra-low prices
Shein, owned by Roadget Business Pte Ltd, was the most dynamic brand in 2025, focusing on ultra-low prices and expanding its presence in the country, especially in smaller towns where consumer access to brands is more limited. It continued to hold a small share however, and H&M remained the most popular jeans brand in the country due to its broad range of products and generally affordable prices.
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Overview:
Understand the latest market trends and future growth opportunities for the Jeans industry in Romania 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 Romania, 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 Romania 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 Romania?
- Which are the leading brands in Romania?
- How are products distributed in Romania?
- 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 Romania?
- Where is future growth expected to be most dynamic?
Jeans in Romania - Category analysis
KEY DATA FINDINGS
Sustainability drives growth in jeans sales as retailers adapt to supply chain pressures
LPP expands distribution centre to boost sales
Premium products experience sales growth amidst market polarisation
No44 promotes sustainability with circular initiative
Sustainability and premiumisation set to drive growth in jeans market
Premium and standard jeans to see significant growth
Digitalisation and sustainability expected to shape business strategies
H&M and LPP maintain lead through diverse offerings and affordable price points
Shein owner Roadget Business Pte Ltd starts to drive change with ultra-low prices
Offline retail leads jeans sales through chained apparel specialists
Trendyol's dynamic performance adds to rapid growth of internet retailing
Digitalisation and sustainability shape retail environment for jeans
Apparel and Footwear in Romania - Industry Overview
Romanian apparel and footwear market grows through polarisation and sustainability
Low-cost retailers and premium brands improve value sales amid market polarisation
Sustainability drives demand for eco-friendly products and upcycling
AI and tech innovation boosts sales through personalised experiences
Romanians embrace sustainable and eco-friendly products as key trends
AI and technological innovation drives sales through personalised experiences
Polarisation set to remain a key trend with ultra-fast fashion and premium brands
Pepco, H&M, and LPP lead with extensive store networks
Offline retail continues to dominate sales with chained specialists, while e-commerce grows
Omnichannel strategies key to success
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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