COMPETITIVE LANDSCAPE
H&M and LPP maintain lead through omnichannel strategies
The Romanian menswear market remains fragmented, featuring a wide array of brands, targeting various types of consumers. In 2025, the top three companies were H&M Hennes & Mauritz SRL, LPP Romania Fashion SRL, and Zara Bucuresti SRL, with 8%, 6% and 5% value shares, respectively.
No significant mergers or acquisitions seen in 2025
The lack of significant mergers and acquisitions suggests a stable competitive landscape in the short term. However, the growing importance of e-commerce and sustainability is expected to shape the future of the menswear market.
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Overview:
Understand the latest market trends and future growth opportunities for the Menswear industry in Romania 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 Romania, 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 Romania 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 Romania?
- Which are the leading brands in Romania?
- How are products distributed in Romania?
- 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 Romania?
- Where is future growth expected to be most dynamic?
Menswear in Romania - Category analysis
KEY DATA FINDINGS
Income growth and digitalisation boost Romania’s menswear sales
Zalando rolls out virtual assistant to drive sales and consumer engagement
Men in Romania increasingly opting for affordable basics
LPP's expanded distribution centre enhances logistics efficiency
Primark's expansion fuels market polarisation
Consumers expected to continue to drive demand for comfort and sustainability
Men's outerwear set to remain largest category with steady growth
E-commerce and sustainability will continue to shape the future of menswear
H&M and LPP maintain lead through omnichannel strategies
No significant mergers or acquisitions seen in 2025
Apparel and footwear specialists consolidate lead with omnichannel presence
Retail e-commerce drives growth with extensive offerings
Rapid growth for ultra-fast-fashion
Apparel and Footwear in Romania - Industry Overview
Romanian apparel and footwear market grows through polarisation and sustainability
Low-cost retailers and premium brands improve value sales amid market polarisation
Sustainability drives demand for eco-friendly products and upcycling
AI and tech innovation boosts sales through personalised experiences
Romanians embrace sustainable and eco-friendly products as key trends
AI and technological innovation drives sales through personalised experiences
Polarisation set to remain a key trend with ultra-fast fashion and premium brands
Pepco, H&M, and LPP lead with extensive store networks
Offline retail continues to dominate sales with chained specialists, while e-commerce grows
Omnichannel strategies key to success
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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