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Childrenswear in
Norway

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Subscription service of childrenswear is well received

In 2018, the first player offering a circular subscription service for childrenswear, Lillepanda, arrived in Norway. Similar companies, such as Vigga in Denmark, have proven to be successful.

Sustainability remains important driver of value growth

The sustainability trend within childrenswear is not new, as Norwegian parents place a higher degree of emphasis on quality for their children than for themselves. This phenomenon is not just limited to apparel, as it is also evident within food, as well as beauty products, with the share of organic products significantly higher in children-orientated categories.

Hectic lifestyles and convenience boosts online sales of childrenswear

While internet retailing continued to gain share within overall apparel and footwear throughout the review period, it continued to have a strong influence on childrenswear as parents became increasingly inclined than other consumers to save time and money by shopping online. Time is a scarce commodity for most parents of small children and retailers’ normal opening hours do not always suit their hectic schedules.

COMPETITIVE LANDSCAPE
Low-cost womenswear players dominate sales of childrenswear

All of the leading childrenswear players, H&M Hennes & Mauritz, Cubus, KappAhl, Lindex and Bestseller have several factors in common, including a wide network of stores and a lower price point. However, the key factor is that they also hold the leading five positions within womenswear.

Sportswear brands continue to strengthen their positions

Similar to overall apparel and footwear, sportswear brands such as Nike continued to strengthen their value share in 2018. As parents are becoming increasingly active and want to portray a healthy image, their preferences are being transferred to their children.

Smaller niche brands gaining in popularity

During the review period, a rush of new brands entered childrenswear following a continued rising interest in trends such as sustainability and sportswear. Relatively unknown brands such as Serendipity, Hust & Claire, Mini Rodini and Nordbjørn continued to gain in popularity in 2018.

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Childrenswear in Norway

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Overview

Discover the latest market trends and uncover sources of future market growth for the Childrenswear industry in Norway with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Childrenswear industry in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.

The Childrenswear in Norway market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Childrenswear in Norway?
  • What are the major brands in Norway?
  • How dynamic is the growth of clothing and footwear internet sales?
  • What is the performance of women’s clothing vs men’s clothing?
  • What % of clothing and footwear sales goes through grocery retailers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Apparel and Footwear market research database.

Childrenswear in Norway - Category analysis

HEADLINES

PROSPECTS

Subscription service of childrenswear is well received
Sustainability remains important driver of value growth
Hectic lifestyles and convenience boosts online sales of childrenswear

COMPETITIVE LANDSCAPE

Low-cost womenswear players dominate sales of childrenswear
Sportswear brands continue to strengthen their positions
Smaller niche brands gaining in popularity

CATEGORY DATA

Table 1 Sales of Childrenswear by Category: Volume 2013-2018
Table 2 Sales of Childrenswear by Category: Value 2013-2018
Table 3 Sales of Childrenswear by Category: % Volume Growth 2013-2018
Table 4 Sales of Childrenswear by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Childrenswear: % Value 2014-2018
Table 6 LBN Brand Shares of Childrenswear: % Value 2015-2018
Table 7 Forecast Sales of Childrenswear by Category: Volume 2018-2023
Table 8 Forecast Sales of Childrenswear by Category: Value 2018-2023
Table 9 Forecast Sales of Childrenswear by Category: % Volume Growth 2018-2023
Table 10 Forecast Sales of Childrenswear by Category: % Value Growth 2018-2023

Apparel and Footwear in Norway - Industry Overview

EXECUTIVE SUMMARY

Sluggish growth continues in 2018
Sportswear and abolishment of NOK350 rule are main headlines in 2018
Sportswear and multi-brand retailers increase value share but economy brands continue to govern sales
Internet retailing continues to develop at notably higher pace than other channels
Despite sluggish growth, forecast looks bright

MARKET DATA

Table 11 Sales of Apparel and Footwear by Category: Volume 2013-2018
Table 12 Sales of Apparel and Footwear by Category: Value 2013-2018
Table 13 Sales of Apparel and Footwear by Category: % Volume Growth 2013-2018
Table 14 Sales of Apparel and Footwear by Category: % Value Growth 2013-2018
Table 15 NBO Company Shares of Apparel and Footwear: % Value 2014-2018
Table 16 LBN Brand Shares of Apparel and Footwear: % Value 2015-2018
Table 17 Distribution of Apparel and Footwear by Format: % Value 2013-2018
Table 18 Distribution of Apparel and Footwear by Format and Category: % Value 2018
Table 19 Forecast Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 20 Forecast Sales of Apparel and Footwear by Category: Value 2018-2023
Table 21 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 22 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2018-2023

DEFINITIONS

Other terminology:

SOURCES

Summary 1 Research Sources