Total footwear sales in Sweden amounted to about SEK 12.6 billion (€1.37bn-$1.99bn) in 2010, according to the government figures, 9 percent more than in 2009. According to the market research company GfK, this figure was even higher: SEK 13.2 billion (€1.44bn-$2,08bn), up by 8.2 percent.

Major Shoe Retailers in Sweden

Company

Turnover including VAT in million SEK

%
change

Number of Stores

 

2010

2009

 

2010

2009

Nilson Group AB

2,440.0

2,211.0

10.4

224

218

Scorett Footwear AB

732.0

547.0

33.8

83

79

Eurosko Sverige AB

372.5

435.5

-14.5

55

68

Deichmann Sko

247.9

171.6

44.5

29

22

Rizzo, Stockholm

236.7

195.5

21.1

12

13

Skokanonen AB, Lindesberg

197.5

184.3

7.2

30

30

JF Johansson AB, Göteborg

178.0

168.0

6.0

11

12

Pekave-Gruppen, Malmö

129.8

134.9

-3.8

17

19

Bergqvist Skor AB, Karlstad

117.1

106.5

10.0

14

12

Sko-Boo, Ullared

90.1

83.2

8.3

1

1

National statisticians estimate that the specialty shoe retail sector was responsible for 54.7 percent of shoe sales, sports retailers for 27.7 percent, and department stores and mass merchants for 4.7 percent. The remaining 12.9 percent of footwear sales went through are kinds of retail channels such as clothing stores.

The average price per pair continued to rise in 2010. For women's shoes, the average price rose by 8.5 percent and for men's shoes it went up by 9.4 percent. Women's shoes accounted for 65.6 percent of shoe sales, an increase of almost one percent from the year before.

The bigger retailers grew faster than the smaller ones. On Skomagazinet's list of the largest players, there were 39 retail companies with a total of 629 stores. They together had a turnover of SEK 5,884.5 million (€641.8m-$929.2m) in 2010, an increase of 11 percent compared with 2009. The number of their stores remained largely unchanged.

NilsonGroup (more on them in the News Briefs) remained number one on the list with a 10.4 percent sales increase and 6 more stores. Scorett came in second with a 33.8 percent sales increase. It opened 9 new stores and closed 5. Germany's Deichmann was a newcomer on the list, ranking in fourth place after a major, costly expansion. The tenth company on the list, SkoBoo, has only one store, yet its sales rose by 8.3 percent and reached a turnover of SEK 90.1 million (€9.8m-$14.2m).

There was a trend towards fewer companies operating in the market. Three companies went away from Skomagazinet's list be become members of Eurosko. Both Stjankompaniet and Akes Skor went bankrupt in 2010. Ten of the former 12 Stjankompaniet stores now belong to Eurosko. Hamburgsunds Skor was taken over to a large extent by Eurosko, too.

The trend of large companies growing larger and smaller ones disappearing continued. In 2010, there were 708 shoe retail companies with 1,251 stores registered in the country, according to national statistics, compared with 733 companies and 1,100 stores in 2005.

Major Shoe Vendors in Sweden

Company

Sales excluding VAT in million SEK

%
change

2010

2009

Ecco Sverige AB

454.8

420.2

8.2

TBL Agenturer AB

159.3

99.0

60.9

Vagabond AB

139.0

106.0

31.1

Theorema Scandinavia AB

112.0

88.0

27.3

Rieker Sverige

110.0

100.0

10.0

L&P Nierenburg AB

97.7

88.0

11.0

Viking Footwear AB

92.0

77.7

18.4

Selected Brands AB

86.0

78.1

10.1

Brunggard Group AB

77.5

60.5

28.1

Tamaris Sverige

69.2

62.9

10.0

The concentration of the market took place at the wholesale level as well last year, as shown in the chart above. Skomagazinet's list of top shoe suppliers for 2010 included 32 firms. These suppliers on average increased their sales by 19.5 percent. The sales of these companies outside Sweden increased by 16.3 percent. ECCO remained number one with a sales increase of 8.2 percent. ECCO has one own store and 77 franchises and shop-in-shops in Sweden. The big surprise on the list was Timberland with a sales increase of 53 percent. Viking made a strong comeback in 2010 and increased sales by 18 percent.