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Childrenswear in Portugal

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    Report

  • 23 Pages
  • February 2026
  • Region: Portugal
  • Euromonitor International
  • ID: 1830062
Childrenswear in Portugal experienced modest growth of 2% in 2025, driven by stabilising inflation and a recovering economy. The category is characterised by polarisation, with premium and value-for-money segments outperforming the middle of the market. Baby and toddler wear saw the fastest growth, driven by the essential nature of clothing for such young children and their fast growth.

This Childrenswear in Portugal report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025 and analysis by distribution format allowing you to identify the sectors driving growth. It identifies the leading companies, leading brands, and offers strategic analysis of key factors influencing the market. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Baby and Toddler Wear, Boys' Apparel, Girls' Apparel.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Childrenswear market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

KEY DATA FINDINGS
2025 DEVELOPMENTS
  • Essential needs and polarisation drive modest growth in childrenswear
  • CHART 1 Key Trends 2025
INDUSTRY PERFORMANCE
  • Value growth positive but subdued as consumers are cautious and the target population falls
  • Market polarisation evident, with the middle of the market not performing as well
  • Baby and toddler wear drives growth in childrenswear, but girls’ apparel leads sales
  • Sustainable practices and inclusive designs drive innovation
  • CHART 2 Kiabi Invests in Circular Childrenswear
WHAT’S NEXT?
  • Growth expected across the board despite some challenges from the falling population 0-14
  • Sustainability expected to impact consumer behaviour and business strategies
  • Omnichannel strategies anticipated to redefine the shopping experience
  • CHART 3 Analyst Insight
COMPETITIVE LANDSCAPE
  • Low-cost brands drive growth as Itx Portugal maintains its lead
  • Niche entrants and digital strategies reshape the childrenswear competitive landscape
  • CHART 4 Mango Teen Reaches the National Market
  • Continente partners with Blukids to boost sales of childrenswear
  • CHART 5 Continente Strengthens its Childrenswear Offering Through a Partnership with BluKids
  • Mergers and acquisitions reshape the competitive dynamics
CHANNELS
  • Offline channels dominate sales of childrenswear in Portugal
  • Retail e-commerce gains traction in childrenswear
COUNTRY REPORTS
  • CHART 6 Key Trends 2025
  • CHART 7 Primark Expands in Portugal, Reaching 14 Outlets by the End of 2025
  • CHART 8 Lanidor Opens a New Store in Alfama, Introducing a New Store Concept
  • CHART 9 Parfois Partners with DXC Technology to Improve Customer Experience
  • CHART 10 Analyst Insight
  • CHART 11 Real GDP Growth and Inflation 2020-2030
  • CHART 12 PEST Analysis in Portugal 2025
  • CHART 13 Key Insights on Consumers in Portugal 2025
  • CHART 14 Consumer Landscape in Portugal 2025
APPAREL AND FOOTWEAR IN PORTUGAL
EXECUTIVE SUMMARY
  • Technological advances and value-driven consumption propel growth in apparel and footwear
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
  • Low-cost retailers gain prominence amid economic constraints
  • Tourism drives retail investment and growth in luxury apparel and footwear
  • Technology boosts efficiency and enhances the customer experience
WHAT’S NEXT?
  • Economic stabilisation and low-cost brands forecast to drive sustainable growth
  • The rise of resale will lead to greater competition for the primary market
  • Sustainability and communication set to shape the future of apparel and footwear
COMPETITIVE LANDSCAPE
  • Itx Portugal maintains its lead, but fast fashion players drive growth
  • Sonae's divestment likely to reshape the competitive dynamics
CHANNELS
  • Offline retail leads, dominated by apparel and footwear specialists
  • Continued growth for retail e-commerce, with omnichannel retailing a growing trend
ECONOMIC CONTEXTCONSUMER CONTEXTCOUNTRY REPORTS
SOURCES
  • Summary 1 Research Sources