COMPETITIVE LANDSCAPE
Stable competitive landscape in womenswear as the leaders adapt to changing preferences
Womenswear in Denmark remained moderately concentrated in 2025, with the top two companies, Bestseller A/S and H&M Hennes & Mauritz A/S, together accounting for a 29% share of retail value sales. Bestseller is a popular local player with several well-known womenswear brands, including Only and Vila, while H&M is a leading fast fashion player with a significant e-commerce presence.
Market polarisation challenges mid-priced players
Market polarisation had a significant impact on the competitive landscape in womenswear in 2025. Danish consumers were increasingly divided between budget-conscious buyers seeking cheaper options like private label and fast fashion brands, and high-earning consumers who prioritised premium brands for their quality and prestige.
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Overview:
Understand the latest market trends and future growth opportunities for the Womenswear industry in Denmark 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 Womenswear industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Womenswear in Denmark 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 Womenswear in Denmark?
- Which are the leading brands in Denmark?
- How are products distributed in Denmark?
- 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 Womenswear in Denmark?
- Where is future growth expected to be most dynamic?
Womenswear in Denmark - Category analysis
KEY DATA FINDINGS
Moderate growth in womenswear is supported by sustainability and a strong economy
Demographic and economic trends contribute to growth in womenswear
Sustainability and inclusivity reshapes the dynamics in womenswear
Denmark’s thriving resale market hampers growth in primary sales of womenswear
Rising incomes set to drive growth, with interest in sports driving sales
Sustainability will remain important, but price will also be part of the decision-making process
E-commerce and social media expected to drive sales of womenswear
Stable competitive landscape in womenswear as the leaders adapt to changing preferences
Market polarisation challenges mid-priced players
Apparel and footwear specialists remains the most significant offline distribution channel
Retail e-commerce gains traction as consumers seek convenience and affordability
Apparel and Footwear in Denmark - Industry Overview
Sustainable innovation and strategic investment drive steady growth in apparel and footwear
Continued slow and stable value growth as economic indicators are positive
Sustainability and inclusivity trend shapes consumer behaviour
Resale and rental services gain traction in apparel and footwear
Strong economy to fuel premiumisation, although some consumers will remain cautious
Demand for sustainability expected to impact apparel and footwear
Retail e-commerce set to outpace offline retail as the digital competition intensifies
Bestseller and H&M maintain their lead through sustainability and e-commerce
The squeezed middle: Danish mid-market retailers falter amidst economic divide
Opportunities for growth remain for new and existing companies
Demand for experiences sustains offline retail dominance, but challenge from e-commerce
Retail e-commerce gains traction as consumers value its convenience and pricing
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Womenswear
- Women's Nightwear
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- Economy Women's Jeans
- Standard Women's Jeans
- Premium Women's Jeans
- Super Premium Women's Jeans
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- Women's Dresses
- Women's Jackets and Coats
- Women's Jumpers
- Women's Leggings
- Women's Shirts and Blouses
- Women's Shorts and Trousers
- Women's Skirts
- Women's Suits
- Women's Tops
- Other Women's Outerwear
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- Women's Swimwear
- Women's Underwear
Womenswear
This is the aggregation of women's outerwear and women'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 Womenswear research and analysis database.
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