COMPETITIVE LANDSCAPE
Large players continue to lead, but smaller players and niche brands have been gaining traction
The womenswear market in Sweden remains fragmented, with a mix of global players, domestic brands and online platforms competing for share. In 2025, the top players were H&M, Bestseller, Lindex, Gina Tricot, KappAhl and Zara.
Niche brands and second-hand initiatives to drive future opportunities
The competitive landscape is expected to remain dynamic, with opportunities arising from the trends towards sustainability, affordability and premiumisation. The rise of second-hand platforms and niche premium labels is likely to continue, driven by consumer demand for sustainable and affordable fashion options.
Premium brand Leoní seeing strong sales growth
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Overview:
Understand the latest market trends and future growth opportunities for the Womenswear 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 Womenswear 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 Womenswear 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 Womenswear 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 Womenswear in Sweden?
- Where is future growth expected to be most dynamic?
Womenswear in Sweden - Category analysis
KEY DATA FINDINGS
Resale and rental trend playing an increasingly significant role
Resale and rental driving growth in womenswear sales
Women’s outerwear dominates womenswear sales
H&M and Sellpy strengthen second-hand presence
Omnichannel strategies and resale to drive future growth
Women’s outerwear to remain the largest category
Sustainability and affordability to shape future
Large players continue to lead, but smaller players and niche brands have been gaining traction
Niche brands and second-hand initiatives to drive future opportunities
Premium brand Leoní seeing strong sales growth
In-store retail leads womenswear sales with omnichannel presence
E-commerce growth driven by convenience and digital engagement
Resale partnerships boost womenswear sales through sustainability
Niche premium brands and economy players drive market polarisation
Omnichannel strategies and social media shape retail channel mix
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:
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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