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Jeans in Sweden

Publisher Euromonitor International
Published Feb 05, 2026
Length 27 Pages
SKU # EP20870593

Description

The Swedish jeans market in 2025 was characterised by a strong discounting culture, which maintained steady volume sales but put pressure on value growth, with a retail volume of 7.9 million units and a retail value of SEK4.0 billion. The market is becoming increasingly fragmented, with top players like Lager 157 and Levi’s maintaining their lead alongside niche brands. Sustainability is playing a crucial role in shaping product development, with brands adopting eco-friendly practices. The marke...

Euromonitor International's Jeans 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: 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

27 Pages
Jeans in Sweden
Euromonitor International
February 2026
List Of Contents And Tables
JEANS IN SWEDEN
KEY DATA FINDINGS
2025 DEVELOPMENTS
Sustainability is playing a crucial role in product development as brands adopt eco-friendly practices
CHART 1 Key Trends 2025
CHART 2 Analyst Insight
INDUSTRY PERFORMANCE
Discounting culture suppresses value growth
Lager 157 drives growth with affordable basics
CHART 3 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 4 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 5 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 REPORTS DISCLAIMER
CHART 6 Key Trends 2025
CHART 7 Analyst Insight
CHART 8 Polarn O Pyret Expands Second-Hand Platform
CHART 9 Lager 157 Expands Store Network to Strengthen its Position in Affordable Basics
CHART 10 Ida Sjöstedt Expands Social-Media-Driven Womenswear Collections
CHART 11 Real GDP Growth and Inflation 2020-2030
CHART 12 PEST Analysis in Sweden 2025
CHART 13 Key Insights on Consumers in Sweden 2025
CHART 14 Consumer Landscape in Sweden 2025
APPAREL AND FOOTWEAR IN SWEDEN
EXECUTIVE SUMMARY
Positive growth seen in the Swedish apparel and footwear market in 2025
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Apparel dominates sales, sportswear sees the most dynamic growth
Resale and rental reshape consumer behaviour
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
Ida Sjöstedt expands focus on social-media-led marketing and seasonal capsule drops
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
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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