Apparel market in Sweden - statistics & facts
Online apparel shopping has become increasingly popular in the Swedish clothing and footwear industry, with more than half of fashion consumers preferring purchasing from the internet over going to physical stores. This trend occurs against the backdrop of rising clothing and footwear prices, as evidenced by the consumer price index reaching 218.33 points in 2024. These factors contribute to the observed e-commerce net sales of the country’s well-known fashion stores, such as Zalando and H&M.
Furthermore, other players in the market, such as Fenix Outdoor International AG, have experienced growth, with its net sales reaching approximately 686 million euros in 2024. The company operates the retail chains Naturkompaniet and Skandinavisk Hoyfjellsutstyr, while selling Fjällräven, Tierra, and Primus brand products.
The apparel and footwear industry in Sweden is undergoing a shift toward online fashion e-commerce, with the country’s multiple well-known brands catering to this change. On a global scale, the industry’s economic force generates substantial revenues and influence.
Seasonal trends and online consumer spending
The popularity of online fashion shopping in Sweden continues to grow, with just over half of e-commerce consumers purchasing clothes via the internet in 2023, a slight increase from the previous year. Moreover, online fashion shopping is influenced by seasonal spending patterns. The Christmas season, particularly the fourth quarter, sees a significant spike in average order expenditure for online fashion purchases in Sweden. The average fashion order value reached approximately 1,010 Swedish kronor in the fourth quarter of 2023. Additionally, the share of online fashion shoppers peaks in November, with around 35 percent of Swedish consumers making apparel-related purchases through digital channels during this month.Market leaders
The H&M Group dominates the Swedish clothing industry, generating approximately 129 billion Swedish kronor in revenue as of 2025. With its global presence, the group manages 4,369 stores worldwide, including 133 in Sweden alone. H&M Hennes & Mauritz operates on a fast-fashion business model, and it is considered one of the most valuable clothing brands worldwide. The company comprises brands such as COS, Weekdays, Monki, ARKET, Sellpy, Other Stories, and H&M Home. Additionally, utility and clothing brand Swedol was the second-leading company by revenue in Sweden, followed by the fashion-brand Gant.Furthermore, other players in the market, such as Fenix Outdoor International AG, have experienced growth, with its net sales reaching approximately 686 million euros in 2024. The company operates the retail chains Naturkompaniet and Skandinavisk Hoyfjellsutstyr, while selling Fjällräven, Tierra, and Primus brand products.
The apparel and footwear industry in Sweden is undergoing a shift toward online fashion e-commerce, with the country’s multiple well-known brands catering to this change. On a global scale, the industry’s economic force generates substantial revenues and influence.
