COMPETITIVE LANDSCAPE
Bestseller and H&M maintain their leading positions and focus on sustainability
The competitive landscape in menswear in Denmark remained relatively stable in 2025, with no major developments. Bestseller A/S (Selected, Jack & Jones) and H&M Hennes & Mauritz A/S (H&M) continued to be the leading companies, with Bestseller holding a 14% retail value share and H&M holding an 11% share.
Market polarisation challenges mid-priced players
Like many other apparel and footwear categories, menswear in Denmark experienced market polarisation in 2025. Budget-conscious consumers tended to be cautious with their spending and turned to more affordable options like private label products, fast fashion brands, and second-hand items to save money.
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Overview:
Understand the latest market trends and future growth opportunities for the Menswear 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 Menswear 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 Menswear 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 Menswear 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 Menswear in Denmark?
- Where is future growth expected to be most dynamic?
Menswear in Denmark - Category analysis
KEY DATA FINDINGS
Sustainability and economic strength drive growth in menswear
Sustainable fashion and positive economy contribute to growth in menswear
Resale and rental gains traction among Danish consumers, hampering primary sales
Rising disposable incomes set to fuel sales of men’s outerwear
Sustainability expected to impact menswear in the forecast period
Continued growth anticipated for retail e-commerce
Bestseller and H&M maintain their leading positions and focus on sustainability
Market polarisation challenges mid-priced players
Physical channels maintain their dominance as consumers want to ensure a good fit
Retail e-commerce drives growth in menswear with convenience and competitive 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:
Menswear
- Men's Nightwear
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- Economy Men's Jeans
- Standard Men's Jeans
- Premium Men's Jeans
- Super Premium Men's Jeans
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- Men's Jackets and Coats
- Men's Jumpers
- Men's Shirts
- Men's Shorts and Trousers
- Men's Suits
- Men's Tops
- Other Men's Outerwear
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- Men's Swimwear
- Men's Underwear
Menswear
This is the aggregation of men's outerwear and men's underwear, nightwear and swimwear.
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 Menswear research and analysis database.
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