Childrenswear in Norway

2020 IMPACT

Childrenswear sees decline in current value terms in 2020 as families stay at home

While registering a decline in 2020 due to the COVID-19 pandemic, childrenswear performed better than womenswear and menswear in current value terms. Children outgrow clothes fast, and aside from the lockdown, Norwegian parents continue to value spending time outdoors with their children.

Consumer interest is polarised in Norway as low-cost childrenswear vies with performance apparel for attention

There is a high degree of polarisation within childrenswear in Norway. On one hand, low-cost players such as H&M, Cubus, KappAhl and Lindex continue to govern sales as Norwegian parents focus on buying basic or at-home items from these chains as children grow out of their clothes quickly.

Concerns about sustainability drive interest in second-hand sales of childrenswear

The circular economy, subscriptions and demand for second-hand childrenswear continued to gain popularity and exposure in 2020. While this is a general trend for apparel in Norway, it is particularly evident within childrenswear as children grow out of their clothes quickly.

RECOVERY AND OPPORTUNITIES

Childrenswear will bounce back and be driven by online sales

Childrenswear will bounce back in 2021, registering strong growth as everyday life returns to normal. E-commerce, which received an additional boost during the COVID-19 pandemic, will become even more important going forward.

Sustainability and circular economy will continue to drive growth in childrenswear

Sustainability and the circular economy will become increasingly relevant in childrenswear in Norway over the forecast period. The sustainability trend is one of the reasons why pure/niche childrenswear brands have gained popularity and are expected to continue to record strong growth, as they allow parents to purchase high-quality products at affordable prices.

Leading players in childrenswear unlikely to change for the foreseeable future

All the leading childrenswear players, H&M Hennes & Mauritz, Bestseller, Cubus, KappAhl and Lindex, have several things in common. As well as having a wide network of stores and a lower price point, they also account for a notable value share within womenswear, with the five leading players in womenswear being the same as the top five companies in childrenswear.