COMPETITIVE LANDSCAPE
ITX Hellas SA and adidas Hellas SA lead menswear market
The menswear market in Greece remains relatively concentrated, with the top companies maintaining their positions in 2025. ITX Hellas SA leads the market with a 14% share, followed by adidas Hellas SA with 6%.
No significant mergers or new entrants disrupt menswear
There were no significant mergers or acquisitions in the menswear market in Greece in 2025, and none are anticipated in 2026. Neither are there any emerging companies that are performing well in the menswear category in Greece.
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Overview:
Understand the latest market trends and future growth opportunities for the Menswear industry in Greece 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 Greece, 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 Greece 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 Greece?
- Which are the leading brands in Greece?
- How are products distributed in Greece?
- 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 Greece?
- Where is future growth expected to be most dynamic?
Menswear in Greece - Category analysis
KEY DATA FINDINGS
Tourism plays role in driving growth
Polarisation and tourism drive menswear sales
Largest category driven by demand for quality
Swimwear sees dynamic growth due to tourism
Brands focusing on value-upgrade and sustainability drive growth
Men's outerwear remains largest category with modest growth
Tourism and sustainability shape menswear trends
ITX Hellas SA and adidas Hellas SA lead menswear market
No significant mergers or new entrants disrupt menswear
Retail offline retail remains key despite e-commerce growth
Apparel and footwear specialists drive sales through retail offline
Sustainable production practices gain traction with domestic manufacturing
Apparel and Footwear in Greece - Industry Overview
Modest current value growth
Mat Fashion navigates market polarisation with niche positioning
Kappa Greece engages Gen Z through culture and street style
Ancient Greek Sandals capitalises on travel and tourism boom
Consumers drive growth through online channels and sustainability
Apparel remains largest category with stable growth prospects
Niche segments drive growth through diversification and circularity
Leading brands maintain strength in a fragmented market
No significant mergers or new product launches expected
Retail offline remains dominant despite e-commerce growth
Retail e-commerce drives growth with immersive experiences
Experience and technology shaping the retail environment
Targeting tourism boom
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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