COMPETITIVE LANDSCAPE
Low-cost brands see share growth in menswear
Menswear in Portugal is relatively fragmented, with many players competing for share. In 2025, the top manufacturer, Itx Portugal - Confecções SA, held a 19% retail value share, and was followed at a distance by Lojas Primark Portugal - Exploração, Gestão e Administração de Espaços Comerciais SA with 6% and Confespanha Confecções SA holding 5%.
Market polarisation shapes menswear trends
One of the most important trends shaping menswear in 2025 was market polarisation. This trend affected value growth, as price-sensitive consumers gravitated towards low-cost players like Primark, Shein, and Lefties, while private label assortments also gained traction.
MO acquisition and strategic autonomy reshape competitive dynamics
A notable acquisition was seen in 2025, when MO was acquired through a management buyout, with the company's existing leadership team taking ownership. This move is expected to drive strategic autonomy and operational renewal for Mo.
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Overview:
Understand the latest market trends and future growth opportunities for the Menswear industry in Portugal 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 Portugal, 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 Portugal 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 Portugal?
- Which are the leading brands in Portugal?
- How are products distributed in Portugal?
- 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 Portugal?
- Where is future growth expected to be most dynamic?
Menswear in Portugal - Category analysis
KEY DATA FINDINGS
Economic stability and evolving consumption trends drive growth in menswear
Economic stability drives growth, with athleisure an important trend
Tourism and luxury expansion reshape menswear
Sustainability and inclusivity drive design innovation
Leisure, travel, and economic stability expected to drive growth
Sustainability and inclusivity to reshape the menswear landscape
Demand for craftsmanship set to drive growth for luxury menswear and resale
Low-cost brands see share growth in menswear
Market polarisation shapes menswear trends
MO acquisition and strategic autonomy reshape competitive dynamics
Offline retail dominates menswear, as consumers want to ensure the best fit
Growth for retail e-commerce thanks to competitive pricing and agile supply
Apparel and Footwear in Portugal - Industry Overview
Technological advances and value-driven consumption propel growth in apparel and footwear
Low-cost retailers gain prominence amid economic constraints
Tourism drives retail investment and growth in luxury apparel and footwear
Technology boosts efficiency and enhances the customer experience
Economic stabilisation and low-cost brands forecast to drive sustainable growth
The rise of resale will lead to greater competition for the primary market
Sustainability and communication set to shape the future of apparel and footwear
Itx Portugal maintains its lead, but fast fashion players drive growth
Sonae's divestment likely to reshape the competitive dynamics
Offline retail leads, dominated by apparel and footwear specialists
Continued growth for retail e-commerce, with omnichannel retailing a growing trend
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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