Bags and Luggage in Sweden

PROSPECTS

A trend towards luxury products is boosted by rising tourism in Sweden

Bags and luggage is benefiting from increased travel and tourism in the country. Sales continued to register positive value growth in 2019, aided by a growing number of tourists visiting the country.

Internet retailing’s ascent is set to limit average unit price rises

Internet retailing further increased its value share within bags and luggage in 2019 and the channel’s share is higher in this category than anywhere else within the personal accessories market. Investment in improving e-commerce platforms is becoming more of a priority for retailers, particularly within the low- and mid-priced segments.

Backpacks continues to decelerate owing to sales maturity

Volume sales growth in backpacks is low and generally decelerating. The category seems to have matured in Sweden, with local brands shifting towards pure outdoor retailers and no longer selling their backpacks through regular stores.

COMPETITIVE LANDSCAPE

Larger players are consolidating their shares thanks to internet retailing investment

Competition in bags and luggage remains quite fragmented. The top five players constitute only just over a quarter of total value sales.

Samsonite benefits from its solid reputation and an increase in outbound flights

The popularity of air travel continues to grow steadily in Sweden, thus positively impacting luggage sales, with demand for brands such as Samsonite increasing over the review period. Samsonite is the leading brand for bags and luggage in Sweden due to its reputation for quality, with infrequent purchases meaning that consumers often opt for quality in this area.

Investment from luxury players strengthens in Sweden

The British luxury brand Jimmy Choo opened its first store in Scandinavia in autumn 2018. The 180 sq m outlet is located in Bibliotekstan, Stockholm and houses the brand’s exclusive shoes, bags and accessories.

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