COMPETITIVE LANDSCAPE
Economy players and premium brands driving sales
The menswear market in Sweden is fragmented, with a mix of economy-driven chains, international fast fashion players and growing multi-brand platforms competing for share and consumer attention. In 2025, the top five players in the market were Dressmann AB, Lager 157 AB, Bestseller Sverige AB, H&M Hennes & Mauritz Sverige AB and ITX Sverige AB.
Niche brands and online platforms gain visibility
The menswear market in Sweden saw significant competition between incumbents and challengers in 2025, with economy-orientated retailers and premium brands driving sales. Smaller premium niche brands like Norse Projects, A Day’s March, Klättermusen, UBR or Houdini were gaining visibility, appealing to style-conscious men looking for distinct, design-led pieces.
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Overview:
Understand the latest market trends and future growth opportunities for the Menswear industry in Sweden 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 Sweden, 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 Sweden 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 Sweden?
- Which are the leading brands in Sweden?
- How are products distributed in Sweden?
- 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 Sweden?
- Where is future growth expected to be most dynamic?
Menswear in Sweden - Category analysis
KEY DATA FINDINGS
Swedish men increasingly prioritising quality and durability
Premium casualwear benefits from digital shift
Largest category outerwear being driven by practicality and style
Swimwear seeing relatively dynamic growth in menswear
Premiumisation and digital shift to drive growth
Men’s outerwear will remain the largest category
E-commerce and social media fuel fastest growth
Economy players and premium brands driving sales
Niche brands and online platforms gain visibility
In-store retail dominates menswear sales with a strong physical presence
E-commerce gains ground with multi-brand platforms and premium online retailers
Omnichannel presence becomes increasingly important for retailers
H&M Atelier and Lager 157 drive innovation with premium and affordable basics
Care of Carl expands premium menswear mix, challenging incumbents
Apparel and Footwear in Sweden - Industry Overview
Positive growth seen in the Swedish apparel and footwear market in 2025
Apparel dominates sales, sportswear sees the most dynamic growth
Resale and rental reshape consumer behaviour
Consumers drive demand for sustainable and premium products
Specialised products benefit from lifestyle and fitness trends
Omnichannel strategies and digital innovation shape the market
H&M Group and specialised brands drive market polarisation
Lager 157 expansion and digital innovation reshape market dynamics
Ida Sjöstedt expands focus on social-media-led marketing and seasonal capsule drops
Offline retail maintains lead despite e-commerce growth
E-commerce is the fastest-growing distribution channel
Omnichannel strategies drive consumer engagement
Resale platforms and premium basics drive market shift
Social media and discounting shape consumer behaviour
Market polarisation benefits economy and premium players
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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