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Retail opportunities in Sweden

Sophisticated, savvy and solvent, Swedes are known for being passionate consumers. A people who spend 40 percent of their disposable income in the shops are sure to catch the eye of international retailers.


Affluent trendsetters

Sweden’s fundamentals stand out. Retail sales have grown annually every year for two decades, a performance few other industrialized market can match. Rising incomes, steady population growth and a robust economy create a low-risk environment that forms solid platform for retail expansion.

Sweden’s large metropolitan regions are among the most prosperous in Europe and Swedes have the third-highest disposable incomes in the EU. Swedes are also recognised as well-travelled trendsetters with a deep curiosity in international brands and products. Their ever-increasing means to satisfy that curiosity have already attracted many international brands, but there is room for plenty more.

Opportunities in store

Sweden is well suited to new retail concepts, and opportunities exist in most segments. Consumers here welcome concepts that add diversity. The fact that Sweden has four distinct seasons creates demand for a wide range of products and services related to the home and leisure activities. Fashion, home renovation and outdoor activities, sports and other healthy pursuits are all popular segments.

Opportunities exist across the full range of retail segments – from jewellery to juice and electronics to entertainment. E-commerce accounts for nearly 7 per cent of Swedish retail sales and there is strong scope for growth. Options for international retailers range from greenfield projects to acquisitions of, capital investment in or collaboration with Swedish retail and consumer goods companies. 

Source: HUI, Euromonitor, Worldbank, WEF

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