Clothing and footwear industry in Sweden - statistics & facts

The decreasing trend was not only visible in the clothing and footwear industry sales volume, but also in the number of companies. From 2010 to 2019, it fell significantly for both, clothing as well as footwear companies in the Scandinavian country.

Leading companies

Among the companies operating in the Swedish clothing industry, the H&M Group is the leading fashion enterprise. Based on the latest available figures, the group generated over 121 billion Swedish kronor as of June 2020. H&M comprises, among others, the fashion brands H&M, COS, Weekday, Cheap Monday, & Other Stories and Monki, and operates stores worldwide. That same time, in the footwear revenue ranking, BRAV Sweden AB was leading by generating approximately 196 million Swedish kronor. Brav is a major player in the sport and outdoor industry and owns the brands Swix, Toko, Lundhags, Ulvang, Helsport and Hard Rocx.
The H&M Group was not only the leading fashion company in Sweden, it was also among the top three clothing/ footwear retail companies worldwide with roughly 24.8 billion U.S. dollars generated in sales in 2019. That same year, the companies’ sales were highest in Germany, followed by the United States and the United Kingdom.

Domestic clothing and footwear consumption

From 2008 to 2018, consumer expenditure on clothing and footwear increased, reaching nearly 88 billion Swedish kronor by the end of the period. According to a survey from 2019, most Swedes bought their clothes at “fast fashion” stores, while only around half stated to buy clothes in secondhand shops. The most important factors influencing clothing purchases were fit, the price and quality, and only to a small degree the ecological impact of the product.

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