COMPETITIVE LANDSCAPE
Lager 157 and H&M drive market polarisation
The jeans market in Sweden is becoming increasingly fragmented, with the top players maintaining their lead, but facing challenges from other brands. In 2025, the top three companies, Bestseller Sverige AB, Lager 157 AB and Levi Strauss Sweden AB, held shares of 10%, 9% and 8%, respectively.
Niche players and sustainability drive future growth
The competitive landscape in Sweden’s jeans market in 2025 continued to be led by low-cost giants H&M, KappAhl and Lindex, thanks to their extensive store networks, wide assortments and affordability. However, the strongest share gains have been made by other brands, with Lager 157, for example, expanding rapidly by appealing with classic cuts at low prices.
ASKET offering jeans made from recyclable materials
ASKET, a Swedish label known for timeless, high-quality staples, continued to carve out a niche in 2025 by offering slim-fit jeans made from recycled and durable materials – priced above economy basics but below typical premium tiers. Marketed on sustainability and minimalism rather than fast fashion, the company’s jeans appeal to consumers looking for fashion durability and ethics.
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Overview:
Understand the latest market trends and future growth opportunities for the Jeans 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 Jeans 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 Jeans 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 Jeans 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 Jeans in Sweden?
- Where is future growth expected to be most dynamic?
Jeans in Sweden - Category analysis
KEY DATA FINDINGS
Sustainability is playing a crucial role in product development as brands adopt eco-friendly practices
Discounting culture suppresses value growth
Lager 157 drives growth with affordable basics
Sustainability and e-commerce shape future prospects
Premium brands maintain appeal amidst discounting
Sustainability and e-commerce drive market fragmentation
Business impact of main trends
Lager 157 and H&M drive market polarisation
Niche players and sustainability drive future growth
ASKET offering jeans made from recyclable materials
Lager 157 and apparel specialists dominate in-store sales
E-commerce gains traction with premium and niche brands
No emerging retail brands or concepts in 2026
Sustainable practices driving innovation in premium jeans
Premium brands leverage sustainability for competitive advantage
E-commerce and multi-brand platforms will enable niche denim players to reach Swedish consumers
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:
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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