Competitive Landscape
Varner-Gruppen and H&M Reinforce Leadership as Match Outpaces Rivals
Apparel and footwear specialists in Norway remains moderately concentrated, with the leading company, Varner-Gruppen, achieving a 13% value share in 2025, followed by H&M Hennes & Mauritz with a 9% share. Over the 2020 to 2025 period, Varner-Gruppen maintained its lead with only minor fluctuations in its share, ending the period at a slightly higher share than in 2024, while H&M Hennes & Mauritz saw its share dip from 10% in 2023 to 9% in 2025.
Match Leverages Value Offering to Drive Growth
Match emerged as one of the fastest-growing major apparel and footwear specialists in 2025, propelled by effective promotional strategies centred on Black Week and holiday campaigns, along with a strong focus on value-driven and versatile collections for both men and women. The brand has leveraged timely discounts, loyalty initiatives such as its customer club, and a dynamic social media presence to capture early Christmas shoppers and value-conscious consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Apparel and Footwear Specialists industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Apparel and Footwear Specialists industry in Norway, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Apparel and Footwear Specialists in Norway report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Apparel and Footwear Specialists in Norway?
- Which are the leading retailers in Apparel and Footwear Specialists in Norway?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Apparel and Footwear Specialists in Norway
Key Data Insights
Apparel and Footwear Specialists Summary
Retailers Adapt to Digital-First, Value-Driven Shoppers
Kappahl Leverages Digital Resale to Boost Loyalty and Circularity
Dressmann Converts Social Engagement into Sales with Targeted Campaigns
Weak Economic Forecast Points Towards a Slow Recovery
Kappahl and Local Influencers Accelerate Second-Hand and Digital Innovation
Varner-Gruppen and H&M Reinforce Leadership as Match Outpaces Rivals
Match Leverages Value Offering to Drive Growth
Country Reports Disclaimer
Apparel and Footwear Specialists
Apparel and footwear specialists are chained or independent retail outlets with a primary focus on selling one or more of the following categories: clothing, footwear, and/or fashion accessories (costume jewellery, sunglasses, belts, hats, gloves, handbags, scarves, etc.). Apparel specialists include specialty apparel like wedding dress shops. Example brands include Primark, TJ Maxx, and Zara. Sportswear retailers, such as Adidas and Nike, are excluded from this channel and are included in Sports Goods Stores; this is due to the companies considering themselves sports companies as opposed to apparel companies.
See all of our definitionsWhy 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 report originates from Passport, our Apparel and Footwear Specialists research and analysis database.
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