The H&M brand in Sweden has become the norn in Swedish fashion over recent years, with Hennes & Mauritz reporting a 13% market share of the childrenswear sector. In 2010 approximately 39 million units of childrenswear was sold in Sweden representing an 8 percent increase in sales volume compared to a 9 percent increase in value terms. The Swedish economy continued to recover in 2010 which resulted in boosted sales. Girls clothing represented the fastest growing category in 2010 with the unit price increasing from SEK217 in 2009 to SEK219 in 2010. The girls clothing sector expanded by 8% during 2010.

Children in Sweden are increasingly becoming fashion-aware and as a result parents are under increased pressure to purchase higher value clothes and in large quantities for their children. During the period 2010 to 2015, the childrenswear market is forecast to increase at a CAGR of 4 percent, representing one of the fastest expanding apparel sectors in Sweden.

Boy's clothing in Sweden was second in terms of growth with baby wear placed in third. The strong brand presence of H&M Hennes & Mauritz combined with the company's strong distribution channels and network in each city puts H&M in a dominant position in apparel retail in Sweden. H&M's assigns the most space to the childrenswear sector, often the same area as assigned for men's clothing.

Nike and Adidas brands represent the most popular brands for young children in Sweden. By 2015, it is estimated that the childrenswear market will total 48 million units representing a CAGR of 4 percent between 2010 and 2015. In Sweden, alongside other European markets, the age at which children become fashion-aware is constantly decreasing; a trend which is impacting on the toddler wear market.

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