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Apparel and Footwear in Sweden

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    Report

  • 104 Pages
  • February 2026
  • Region: Sweden
  • Euromonitor International
  • ID: 2870350
The apparel and footwear market in Sweden recorded positive growth in 2025, driven by, among other factors, the rising popularity of resale and rental services, particularly in childrenswear and womenswear. Growth is expected to continue to be seen, supported by increasing disposable income. The market is characterised by polarisation, with economy-focused players like Lager 157 and premium brands such as House of Dagmar thriving alongside mid-priced brands.

This Apparel and Footwear in Sweden 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: Apparel, Footwear, Sportswear.

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

Why buy this report?

  • Get a detailed picture of the Apparel and Footwear 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

EXECUTIVE SUMMARY
  • Positive growth seen in the Swedish apparel and footwear market in 2025
KEY DATA FINDINGS
  • CHART 1 Key Trends 2025
  • CHART 2 Analyst Insight
INDUSTRY PERFORMANCE
  • Apparel dominates sales, sportswear sees the most dynamic growth
  • Resale and rental reshape consumer behaviour
  • CHART 3 Polarn O Pyret Expands Second-Hand Platform
WHAT’S NEXT?
  • Consumers drive demand for sustainable and premium products
  • Specialised products benefit from lifestyle and fitness trends
  • Omnichannel strategies and digital innovation shape the market
COMPETITIVE LANDSCAPE
  • H&M Group and specialised brands drive market polarisation
  • Lager 157 expansion and digital innovation reshape market dynamics
  • CHART 4 Lager 157 Expands Store Network to Strengthen its Position in Affordable Basics
  • Ida Sjöstedt expands focus on social-media-led marketing and seasonal capsule drops
  • CHART 5 Ida Sjöstedt Expands Social-Media-Driven Womenswear Collections
CHANNELS
  • Offline retail maintains lead despite e-commerce growth
  • E-commerce is the fastest-growing distribution channel
  • Omnichannel strategies drive consumer engagement
PRODUCTS
  • Resale platforms and premium basics drive market shift
  • Social media and discounting shape consumer behaviour
  • Market polarisation benefits economy and premium players
ECONOMIC CONTEXT
  • CHART 6 Real GDP Growth and Inflation 2020-2030
  • CHART 7 PEST Analysis in Sweden 2025
CONSUMER CONTEXT
  • CHART 8 Key Insights on Consumers in Sweden 2025
  • CHART 9 Consumer Landscape in Sweden 2025
COUNTRY REPORTS
SOURCES
  • Summary 1 Research Sources
WOMENSWEAR IN SWEDENKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Resale and rental trend playing an increasingly significant role
  • CHART 10 Key Trends 2025
  • CHART 11 Analyst Insight
INDUSTRY PERFORMANCE
  • Resale and rental driving growth in womenswear sales
  • Women’s outerwear dominates womenswear sales
  • H&M and Sellpy strengthen second-hand presence
  • CHART 12 H&M and Sellpy Strengthen Second-Hand Presence in Sweden as Resale Market Continues to Expand
WHAT’S NEXT?
  • Omnichannel strategies and resale to drive future growth
  • Women’s outerwear to remain the largest category
  • Sustainability and affordability to shape future
COMPETITIVE LANDSCAPE
  • 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
  • CHART 13 Stockholm Brand Leoní Reports 156% Sales Growth in Q2 2025
CHANNELS
  • In-store retail leads womenswear sales with omnichannel presence
  • CHART 14 Avavav Uses Theatrical Runway Shows and Social Media to Grow its Female Streetwear
  • E-commerce growth driven by convenience and digital engagement
PRODUCTS
  • 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
COUNTRY REPORTSMENSWEAR IN SWEDENKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Swedish men increasingly prioritising quality and durability
  • CHART 15 Key Trends 2025
  • CHART 16 Analyst Insight
INDUSTRY PERFORMANCE
  • Premium casualwear benefits from digital shift
  • Largest category outerwear being driven by practicality and style
  • Swimwear seeing relatively dynamic growth in menswear
WHAT’S NEXT?
  • Premiumisation and digital shift to drive growth
  • Men’s outerwear will remain the largest category
  • E-commerce and social media fuel fastest growth
COMPETITIVE LANDSCAPE
  • Economy players and premium brands driving sales
  • Niche brands and online platforms gain visibility
CHANNELS
  • In-store retail dominates menswear sales with a strong physical presence
  • E-commerce gains ground with multi-brand platforms and premium online retailers
  • Omnichannel presence becomes increasingly important for retailers
PRODUCTS
  • H&M Atelier and Lager 157 drive innovation with premium and affordable basics
  • CHART 17 H&M Atelier Launches its Fall 2025 Menswear Collection Exclusively Online
  • CHART 18 Lager 157 Opens New Store in Gothenburg and Expands its Basics Business
  • Care of Carl expands premium menswear mix, challenging incumbents
  • CHART 19 Care of Carl Continues to Broaden its Premium Menswear Mix
COUNTRY REPORTSCHILDRENSWEAR IN SWEDENKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Demographics restricting volume growth in Swedish childrenswear
  • CHART 20 Key Trends 2025
  • CHART 21 Analyst Insight
INDUSTRY PERFORMANCE
  • Demographic pressures and premiumisation influence sales
  • Childrenswear trends include circularity and sustainability
  • Sustainability initiatives fuel dynamic growth
WHAT’S NEXT?
  • Parents prioritise sustainability and premium products for children
  • Baby and toddler wear to see the fastest growth
  • Digitalisation and sustainability will drive growth and shape consumer behaviour
COMPETITIVE LANDSCAPE
  • Leading chains dominate with affordability and sustainability
  • Sustainability and premiumisation open up new opportunities
  • Polarn O Pyret continues developing its second-hand and subscription services
  • CHART 22 Polarn O Pyret Expands its Second-Hand and Subscription Services
  • Newbie (KappAhl) expanding its PreLoved second-hand initiative
  • CHART 23 Newbie Expands “PreLoved” Second-Hand Concept
CHANNELS
  • Store-based retail dominates childrenswear sales with omnichannel presence
  • E-commerce gains traction with convenience and niche brands
  • Sustainability and digitalisation drive childrenswear retail trends
PRODUCTS
  • Sustainability drives innovation in product design
  • CHART 24 Mini Rodini Debuts AW25 “Digging Deep” Collection Featuring Eco-Certified Fabrics
  • Eco-friendly materials characterise recent innovations
  • Sustainability initiatives drive business growth
COUNTRY REPORTSAPPAREL ACCESSORIES IN SWEDENKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Weather-driven demand and premiumisation trend boost sales of apparel accessories
  • CHART 25 Key Trends 2025
  • CHART 26 Analyst Insight
INDUSTRY PERFORMANCE
  • Fjällräven expands premium offerings to meet climate-driven demand
  • Scarves the largest apparel accessories category
  • Weather-driven demand boosts value sales of apparel accessories
  • CHART 27 Fjällräven Expands Premium Winter Accessories to Meet Climate-Driven Demand
WHAT’S NEXT?
  • 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
COMPETITIVE LANDSCAPE
  • 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
  • CHART 28 COS Reinforces Mid-Segment Positioning Through Elevated Accessories
CHANNELS
  • 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
PRODUCTS
  • Sustainable materials drive innovation in accessories
  • CHART 29 Fjällräven’s Organic Cotton “Swedish Classic Map Scarf” Reflects Sustainable Design
  • Premium winter accessories drive value growth
  • Innovation and sustainability shape business opportunities
COUNTRY REPORTSSPORTSWEAR IN SWEDENKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Sportwear recording positive current value growth in 2025
  • CHART 30 Key Trends 2025
  • CHART 31 Analyst Insight
INDUSTRY PERFORMANCE
  • Brands strengthen presence to meet rising demand
  • Running drives growth and premiumisation
  • New Balance expands presence in Stockholm
  • CHART 32 New Balance Opens First Swedish Flagship Store in Stockholm
WHAT’S NEXT?
  • Brands invest in sustainability and e-commerce to drive growth
  • Sports apparel will continue to outsell sports footwear
  • Sustainability and e-commerce shape the future of sportswear
COMPETITIVE LANDSCAPE
  • Leading brands maintain share despite challenger growth
  • Niche brands drive innovation and market growth
CHANNELS
  • Offline retail remains dominant despite e-commerce growth
  • E-commerce grows faster than offline retail in 2025
  • Specialist retailers and e-commerce drive sportswear sales
PRODUCTS
  • Sustainable materials drive premium sportswear innovation
  • CHART 33 Peak Performance Launches Limited-Edition Helium FLO Using Leftover Fabric
  • Business impact of sustainable innovations
  • Klättermusen’s new trail running collection targets more performance-orientated runners
  • CHART 34 Klättermusen Launches SS25 Trail Running Capsule with Minimal Weight Gear
COUNTRY REPORTSJEANS IN SWEDENKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Sustainability is playing a crucial role in product development as brands adopt eco-friendly practices
  • CHART 35 Key Trends 2025
  • CHART 36 Analyst Insight
INDUSTRY PERFORMANCE
  • Discounting culture suppresses value growth
  • Lager 157 drives growth with affordable basics
  • CHART 37 Lager 157 Drives Growth by Focusing on Basics at Low Prices
  • Sustainability and e-commerce shape future prospects
WHAT’S NEXT?
  • Premium brands maintain appeal amidst discounting
  • Sustainability and e-commerce drive market fragmentation
  • Business impact of main trends
COMPETITIVE LANDSCAPE
  • Lager 157 and H&M drive market polarisation
  • Niche players and sustainability drive future growth
  • ASKET offering jeans made from recyclable materials
  • CHART 38 ASKET Strengthens Polarisation by Blending Premium Quality and Sustainability
CHANNELS
  • Lager 157 and apparel specialists dominate in-store sales
  • E-commerce gains traction with premium and niche brands
  • No emerging retail brands or concepts in 2026
PRODUCTS
  • Sustainable practices driving innovation in premium jeans
  • CHART 39 udie Jeans Expands Repair and Reuse Programme
  • Premium brands leverage sustainability for competitive advantage
  • E-commerce and multi-brand platforms will enable niche denim players to reach Swedish consumers
COUNTRY REPORTSHOSIERY IN SWEDENKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Hosiery is a commodified category in Sweden
  • CHART 40 Key Trends 2025
  • CHART 41 Analyst Insight
INDUSTRY PERFORMANCE
  • Grocery retailers drive sales of everyday hosiery essentials
  • Specialised sports socks drive dynamic growth in niche areas
  • Commodification and grocery dominance shape industry performance
  • CHART 42 Grocery Retailers’ Private Label Lines Reinforce Hosiery’s Low-Margin, Multi-Pack Position
WHAT’S NEXT?
  • Grocery retailers maintain grip on hosiery sales
  • Specialised socks drive growth in niche areas
  • Sustainability efforts slowly gaining traction
COMPETITIVE LANDSCAPE
  • Domestic low-cost giants and sportswear brands lead sales
  • Premium sportswear brands drive growth in niche areas
CHANNELS
  • Retail e-commerce fuels growth with diverse offerings
PRODUCTS
  • Sustainable brands lead innovation with eco-friendly products
  • CHART 43 Organic Socks of Sweden Promotes Eco-Friendly Hosiery Through Online Channels
  • Niche players drive growth with specialised products
  • Innovation fuels moderate growth and category elevation
  • ARK expands its Performance Socks offering
  • CHART 44 Swedish Brand ARK Sport Expands Performance Sock Line
COUNTRY REPORTSFOOTWEAR IN SWEDENKEY DATA FINDINGS
2025 DEVELOPMENTS
  • Sports and performance footwear helping drive overall footwear growth
  • CHART 45 Key Trends 2025
  • CHART 46 Analyst Insight
INDUSTRY PERFORMANCE
  • Premium sports footwear drives sales growth despite economic caution
  • Largest subcategory driven by demand for versatile footwear
  • Dynamic growth in sports footwear driven by premium brands
  • CHART 47 New Balance Opens Flagship Store in Stockholm
WHAT’S NEXT?
  • Consumers prioritise sustainability and versatility
  • Children’s footwear to see the fastest growth
  • Sustainability and omnichannel strategies drive business
COMPETITIVE LANDSCAPE
  • Challengers gain ground as market polarisation intensifies competition
  • Niche players and e-commerce platforms create new opportunities
  • Lager 157 opens new store in Gothenburg’s busiest shopping centre
  • CHART 48 Lager 157 Opens New Store in Nordstan, Gothenburg
CHANNELS
  • In-store retail leads as e-commerce gains share
  • E-commerce grows as consumers seek convenience and variety
  • Specialist retailers adapt to changing consumer habits
PRODUCTS
  • Premium brands drive growth with innovative sports footwear
  • Market polarisation intensifies competition across price points
  • Challenger brands gain ground through direct-to-consumer strategies
  • CHART 49 xel Arigato Expands Swedish Presence with New Stockholm Store in 2025
COUNTRY REPORTS