COMPETITIVE LANDSCAPE
Dressmann and Helly Hansen lead with strong brand presence
The menswear market in Norway is characterised by a relatively stable competitive landscape, with the top brands maintaining their positions. In 2025, Dressmann AS held the leading position with an 11% share, followed by Helly Hansen AS with an 8% share.
Challengers innovate to differentiate themselves
The competitive landscape saw smaller challengers innovating to differentiate themselves from incumbents. In addition to Northern Playground, other challengers, such as Amundsen Sports and aclima, targeted the premium segment by leveraging their unique selling propositions.
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Overview:
Understand the latest market trends and future growth opportunities for the Menswear industry in Norway 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 Norway, 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 Norway 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 Norway?
- Which are the leading brands in Norway?
- How are products distributed in Norway?
- 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 Norway?
- Where is future growth expected to be most dynamic?
Menswear in Norway - Category analysis
KEY DATA FINDINGS
Menswear witnessed slight uptick in steady growth
Stable consumer demand drives menswear sales
Market polarisation impacts sales performance
Challengers differentiate with sustainability and heritage
Premium sportswear drives menswear value growth
Men's outerwear to remain largest subcategory
E-commerce and discounting shape future development
Dressmann and Helly Hansen lead with strong brand presence
Challengers innovate to differentiate themselves
Apparel specialists lead menswear sales with strong brand presence
Apparel and Footwear in Norway - Industry Overview
Steady growth for apparel and footwear
Apparel and footwear delivers modest value growth
Sportswear sees dynamic growth through digital channels
Sustainability drives innovation through bold storytelling
Mid-segment brands lead market polarisation
Omnichannel experiences to evolve with technological advances
Sustainability to shape the future of the market
Low-cost and premium brands drive market polarisation
Brands leverage social media to positive effect
Store-based retail leads with e-commerce driving growth
E-commerce continues to gain traction with omnichannel retailing
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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