Lindex Group: The Swedish clothing market grew in April

Translation: Original published in Finnish on 5/14/2025 at 7:52 am EEST.
The April figures for the Swedish clothing market were published this morning. According to Svensk Handel, sales were up 2.9% from last year. Despite the fact that Easter fell in April, warmer weather and growth in e-commerce boosted sales. In the first three months of the year, the market has grown around 2%.
Sweden accounts for more than half of the Lindex chain’s sales
Sweden is Lindex's largest market and accounts for more than half of the sales of the Lindex chain (but not the whole group which is also called Lindex). Our Q2'25 revenue forecast for the Lindex segment is roughly flat year-on-year in local currencies. The market performance in April is therefore better than expected. The development of SEK and NOK, which together account for around 70% of the Lindex segment’s sales, also affects the company’s figures. In our forecasts, the currency effect will turn positive in Q2’25 for the first time in a long time, driven by the strengthening of the Swedish krona. For the Group as a whole, Lindex has guided for 0-4% growth in local currencies this year.
Sweden is Björn Borg's largest market, accounting for approximately 35% of total revenue
Our current estimates include that Björn Borg will achieve around 2% year-on-year growth in Sweden for Q2’25, close to the 3% growth in April for the broader Swedish clothing market. This growth is primarily expected to be driven by strong performance in the company’s e-commerce channel, which we estimate to grow by around 10% in Q2'25 (y/y). Björn Borg will release its Q1 report tomorrow.