Sportswear and outdoor goods to Scandinavia

(Last updated: 22 Jul 2008)

Trends and opportunities

The market

Scandinavians are among the top consumers of sports and outdoor related goods and services in the European Union (EU): Finland (highest), Sweden (second highest) and Denmark (fourth highest). The market for sports and outdoor goods has continued to grow steadily in the past four years. The combined consumption for sports and camping goods in Sweden, Finland and Denmark in 2006 was over €1.2 billion. It can be estimated that this figure would be over €1.5 billion when Norway is included (Source: The Scandinavian Sport Leisure Industries Report).

EU per capita consumption of sporting and camping goods - top 10 and EU average
(Source: Mintel, Keynote, FPS, SGI, Trade Estimates 2007)

Scandinavians’ high level of spending in the sector is influenced and driven by several factors:

• The high levels of participation in Scandinavian sports clubs and outdoor recreation associations.
• Increasing interest among fashion forward Scandinavians in trendy sports wear.
• The evolution of functional and technical solutions in both clothing, wear and application appeal to functionality and hi-tech interested Scandinavians.

Some of the major players include:

• Fenix Outdoor AB - www.fenixoutdoor.se
• Craft - www.craft.se/index.php?id=1&L=0
• Haglöfs – www.haglofs.se/startII.asp?lang=en
• Silva – www.silva.se
• Hestra – www.hestragloves.com
• Bergens of Norway – www.bergens.no
• Norrona – www.norrona.com
• Peak Performance www.peakperformance.com
• Musto – www.musto.com

Trends

There is an ongoing global evolution in the sportswear and outdoor goods sector (ie. performance wear and gear) – with development of and increasing demand for products and materials that offer:

• Qualities that are functionality and performance enhancing
• Technology embedded features and nanotechnology advantages
• Features with protection or recovery benefits

The Scandinavia Sport Leisure Industries Report identifies wearable sport technologies and equipment as the major trend in the future of products for the sector. Scandinavian trend forecasters are reporting on the technology and design evolution in sporting and textiles as the next coming ‘big thing’. The Danish Knowledge Centre for Smart Textiles states that it has been founded to “prepare companies for an industry that will explode in a few years.”

The sportswear and outdoor goods sector offers opportunities for consumer products in sports, outdoor and camping clothing and gear, including devices for monitoring and enhancing performance. Also business-to-business (B2B) opportunities such as professional clothing and gear for army, police and medical personnel, technical and other innovative materials and devices, as products, services or for licensing.

Some key words that map the main trends in the sector are: lightweight, functional, innovative, environmentally friendly (eg. eco/sustainable/recycled/green), trendy, lifestyle, technical textiles and functionality (eg. body mapping, ‘smart clothing’, ‘mobile motion tracking’, GPS, ICT clothing), lasting, anti-odour, quick-drying, seamlessness, ‘best agers’ (50+ also called ‘baby boomers’ in the US).

Opportunities

There are a number of opportunities for Australian exporters. These include:

• Performance textiles – New technologies in textiles that have special functions or characteristics such as increased breathability, water-resistance, protection that can be used in sporting, outdoor recreation, personal protection, etc. 
• Innovative gear/design – Products or services that are not available on the market already or are superior to current products.
• New technologies and applications – technology embedded materials or products, which can be sold or partnered to Swedish companies. 
• The ageing generation – A growing target group with an increasing interest in the outdoors. The Scandinavia Sport Leisure Industries Report confirms that a fitter and healthier 50+’ers, dubbed ‘best agers’, are increasing their consumption of outdoor/sport-related products.

Competitive environment

Scandinavia has a strong domestic market and export industry across fashion, textiles and technology, and while this competitiveness is a challenge, these facts also translate into a healthy local market, and opportunities for interesting and valuable B2B collaboration.

Australia has a strong image in the outdoor and sports sectors, which fuels trustworthiness and confidence in their capability to develop functional and quality products.

In addition, Australia is conducting competitive research and development in performance textiles, wool, tracking technology, ‘smart clothing’, etc.

Tariffs, regulations and customs

Sweden, Finland and Denmark are members of the European Union (EU). For information on EU import duties and regulations please see the EU TARIC homepage.

There are also individual country websites for each customs authority, eg. the Swedish Customs website.

Norway’s import regulations are largely harmonised with the EU, for information about specific customs and excises on products please visit the Customs and Excise Authorities (Tollvesenet) homepage.

Industry standards

Compliance with European Union regulations and standards is strongly recommended.

A 'care labelling' with recommendations or instructions on how to treat the garment (eg. washing, drying, ironing) is encouraged but not mandatory.

Footwear and textile products should be labelled according to EU directives.

Marketing your products and services

Market entry

To help you enter the market Austrade can assist you with:

• Market surveillance and industry updates
• Access to local industry contacts and networks
• PR and marketing activities
• Identification of opportunities and potential partners in the market
• Identifying and inviting key partners to meetings, seminars and fairs (see below)

The following is a selection of relevant events and fairs in the region. Please note there is also a range of conferences and seminars being conducted on a regular basis:

• Work 08 (Work Place Safety Equipment), Sweden (Jonkoping) 20-22 May, 2008 – www1.elmia.se/arbetsmiljo    
• Wilderness Fair, Sweden (Stockholm) March 13-15, 2009 – www.vildmarksmassan.se
• SweSport Fair, Sweden (Stockholm) January 2009 – www.swesport.se
• Avantex/Techtextile, Germany (Munich) 16-18 June, 2009 – http://avantex.messefrankfurt.com/global/en/home.html
• European Outdoor Trade Show, Cologne Germany – www.european-outdoor.de
• Sport Source Europe/Running Order Show, Germany (Munich), 29 June-1 July 2008 – www.sports-source-europe.com
• Outdoor Trade Show, UK, 30 September-2 October 2008 –www.outdoortradeshow.com
• Golf Europe, Germany (Munich), October 5-7 2008 – www.golf-europe.de
• ISPO, Germany (Munich) 1-4 February 2009 – www.ispo.de
• IWA & Outdoor Classics, Germany (Nurnberg) 13-16 March 2009 – www.iwa.info

Please contact us if you have any questions or if you would like to discuss the market and opportunities.

Links and industry contacts

Government, business and trade resources to Scandinavia

Smart Textiles – www.smarttextiles.se  Textile development centre in Sweden, a collaboration between a number of institutions and organisations
Danish Knowledge Centre for Smart Textiles – www.teko.dk
Swedish School of Textiles – www.hb.se/wps/portal
Scandinavian Outdoor Group – www.scandinavianoutdoors.com Member organisation for leading Scandinavian outdoor companies
Sportbranchens Leverandørførening – www.sportsbranchen.dk The Danish sports industry's trade organisation
Swedish Industrial Design Foundation – www.svid.se
Swedish Association of Agents – www.agenturforetagen.se
Swedish Textile and Clothing Industries’ Association – www.teko.se
Swedish Work Environment Authority (Arbetsmiljöverket) – www.av.se