COMPETITIVE LANDSCAPE
Leading low-cost chains the major players in the apparel accessories market
The apparel accessories market in Sweden is fragmented, with a mix of global players, domestic brands and online platforms competing for share. In 2025, the top players, including H&M Hennes & Mauritz Sverige AB, KappAhl Sverige AB (Publ) and Bestseller Sverige AB, continued to lead due to their broad assortments, affordability and omnichannel presence.
No significant mergers or acquisitions or notable launches
There were no significant mergers or acquisitions in 2025 or anticipated in 2026 that would impact apparel accessories in Sweden. Similarly, there were no notable and innovative product launches from 2025 or planned for 2026 that would significantly impact the market.
COS bets on the mid-priced segment
COS has deepened its presence in the mid-price segment by focusing on elevated accessory designs and a stronger commitment to sustainability policies. In 2025, the brand’s emphasis on quality craftsmanship – from quilted leather bags to wool scarves and refined jewellery – helped it distinguish itself from budget leaders and luxury brands.
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Overview:
Understand the latest market trends and future growth opportunities for the Sportswear 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 Sportswear 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 Sportswear 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 Sportswear 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 Sportswear in Sweden?
- Where is future growth expected to be most dynamic?
Apparel Accessories in Sweden - Category analysis
KEY DATA FINDINGS
Weather-driven demand and premiumisation trend boost sales of apparel accessories
Fjällräven expands premium offerings to meet climate-driven demand
Scarves the largest apparel accessories category
Weather-driven demand boosts value sales of apparel accessories
Weather-driven demand and sustainability shape future outlook
Scarves and belts will remain the largest categories, while e-commerce will drive growth
Sustainability and premiumisation drive business opportunities
Leading low-cost chains the major players in the apparel accessories market
No significant mergers or acquisitions or notable launches
COS bets on the mid-priced segment
Apparel specialists drive in-store sales with broad assortments
E-commerce gains traction with low return rates and wide assortments
Sustainability and omnichannel presence shape retail environment
Sustainable materials drive innovation in accessories
Premium winter accessories drive value growth
Innovation and sustainability shape business opportunities
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:
Sportswear
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- Performance Apparel
- Outdoor Apparel
- Sports-inspired Apparel
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- Performance Footwear
- Outdoor Footwear
- Sports-inspired Footwear
Sportswear
Sportswear is an aggregation of performance, outdoor and sports-inspired clothing and footwear. Sportswear includes products designed for all ages including sportswear for children. Sportswear includes items across all clothing and footwear categories: shorts and trousers, dresses and skirts, tops, jumpers, jackets & coats, track suits/athletic sets, underwear, swimwear, hosiery, accessories including headwear, gloves, scarves. Please note sportwear is duplicated category and sports clothing and footwear products are also included across all relevant clothing and footwear categories.
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 Sportswear research and analysis database.
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