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Export to the Nordic countries

Common features of these markets

For those who wish to export to Denmark, Finland, Norway, Sweden - which have a collective population of 25 million people with one of the highest standards of living in Europe – here is some key common data (Source: The women's ready-to-wear market in the Nordic Countries Economic Missions of Copenhagen, Helsinki, Oslo, Stockholm).

-The Scandinavians are careful consumers and are used to products which are good value for money. Their dress sense is sportive and relaxed even in professional contexts.

- Competition in these countries is measured by criteria such as the response time, flexibility, respect of deadlines and easy and effective communication.

- Communicating in English is obligatory and transparency in exchange is essential to building long-lasting relationships.

Useful information on the Fashion Market in the Nordic countries

Denmark

The Danish clothing industry is made up of more than 500 companies; mostly very small companies in the company of three giants: Bestseller (1397m Euros), BTX Group (496m Euros), ICCompanys (429m Euros). Competition is fierce. Foreign brands have difficulty finding local financial partners if the brand isn't well known. Danish boutique owners prefer to affiliate themselves with a Danish concept that is well known by the public. For those who are exporting to Denmark, there are approximately 3500 identified points of sale across the country, specialised retail trade is particular in its predominance of specialised single-brand chains and international ready-to-wear brands for women are distributed by agents and sold in independent multi-brand stores. We can provide you with their contact details in the scope of our Fashion Networking activity.

Useful information on debt recovery in Denmark: Download an extract of Atradius Collections 2011

Finland

Distribution remains very concentrated in Finland and three large distribution groups have more than 50% of market share. In terms of percentages, chains and specialised stores have 52%, sports and leisure shops have 13%, department stores and hypermarkets have 35.2%. For brands that wish to export to Finland, there are many independent ready-to-wear boutiques catering to women and stock high-end products. For those who wish to export to Finland via an agent, our Fashion Network initiative will meet your requirement.

Norway

With a population of more than 4,700,000 people with a dynamic and solvent market, Norway is one of the world's richest countries with a standard of living that is 30% higher than France in terms of GNP/inhabitant and Purchasing Power Parity. The Norwegian clothing market is characterised by a strong present of local or Scandinavian chains (Groupe Varner 17% market share, H&M 12% market share). For those who wish to export to Norway, having a commercial agent is a good way forward given that commission rates are to the order of 8 to 15% (Source Economic Mission OSLO). For wholesale importers, commissions are 20% on average. There are many agents who have a show room in one of the two fashion exhibition centres in OSLO, Norsk Moteforum and Oslo Fashion House (200 and 75 agents, respectively). We are at your disposal in the framework of Fashion Networking.

Sweden

In total, there are more than 7000 clothing stores in the country according to the HUI trade research institute, with 40% of purchases made in chain stores, 1/3 in independent shops, 8.9% in sports shops, 5% in department stores. The major trend of independent boutiques that attract customers and compete with large chains is to increase their range, create an atmosphere of exclusivity and specificity. Commercial agents are divided into limited companies and one-man companies that are not registered on the Trade and Companies register. The biggest multi-brand agents/distributors sell high-end denim fashion brands across several Nordic countries; Gents Wear, JayMjay Wear, Sjoklint Agenturer.

Methods of payment and payment deadlines

Transfers and wires are the two methods of payment which are used the most: the Giro for domestic transfer and the Bank Giro and SWIFT for international transactions. Cheques and bank cheques are practically never used. Guarantees are the same as found in the European Union, particularly bank guarantees.