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Jeans in Denmark

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    Report

  • 19 Pages
  • February 2026
  • Region: Denmark
  • Euromonitor International
  • ID: 2321848
Jeans saw low positive retail current value growth in Denmark in 2025, driven by a strong economy and increased consumer spending. Growth was influenced by trends including sustainability and inclusivity, and market polarisation. With disposable income forecast to rise over the forecast period to 2030, consumer spending on jeans, particularly in the economy and premium segments, is expected to continue growing.

This Jeans in Denmark 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: Economy Jeans, Premium Jeans, Standard Jeans, Super Premium Jeans.

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

Why buy this report?

  • Get a detailed picture of the Jeans 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
  • Economic resilience and sustainability drive value growth in jeans
  • CHART 1 Key Trends 2025
INDUSTRY PERFORMANCE
  • Market polarisation impacts sales across different price platforms in jeans
  • Organsk, and H&M’s pre-loved concept meet the consumer desire for sustainability
  • CHART 2 Organsk Works With Sustainable Materials and Processes
WHAT’S NEXT?
  • Sustainability will be a factor impacting growth in jeans
  • Economy jeans to remain the largest category and see continued dynamism
  • Competitive digital landscape to drive sustained e-commerce growth in jeans
COMPETITIVE LANDSCAPE
  • The leading brands in jeans focus on brand presence and sustainability
  • Opportunities and challenges from emerging trends and dynamics
CHANNELS
  • Apparel and footwear specialists leads offline sales as consumers look for the best fit
  • Retail e-commerce continues to gain traction, challenging growth for offline retailers
COUNTRY REPORTS
  • CHART 3 Key Trends 2025
  • CHART 4 Aiayu is a Leading Danish Brand Focused on Sustainability and Ethical Production
  • CHART 5 Spejder Sport Has a Circular Retail Store, Spejder Sport Retur
  • CHART 6 Analyst Insight
  • CHART 7 Movv is a New Premium Danish Brand of Running Shoes, Enhancing Polarisation
  • CHART 8 Real GDP Growth and Inflation 2020-2030
  • CHART 9 PEST Analysis in Denmark 2025
  • CHART 10 Key Insights on Consumers in Denmark 2025
  • CHART 11 Consumer Landscape in Denmark 2025
APPAREL AND FOOTWEAR IN DENMARK
EXECUTIVE SUMMARY
  • Sustainable innovation and strategic investment drive steady growth in apparel and footwear
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
  • 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
WHAT’S NEXT?
  • 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
COMPETITIVE LANDSCAPE
  • 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
CHANNELS
  • Demand for experiences sustains offline retail dominance, but challenge from e-commerce
  • Retail e-commerce gains traction as consumers value its convenience and pricing
ECONOMIC CONTEXTCONSUMER CONTEXTCOUNTRY REPORTS
SOURCES
  • Summary 1 Research Sources