They are the winners and losers in Swedish fashion

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The big fashion chains keep gaining market shares in Sweden.

Last year they had a turnover increase of 7 percent.

These are the current winners and losers in the Swedish clothes and shoes market.

Fashion magazine Habit has listed all major fashion retailers and suppliers in Sweden together with their numbers and figures based on the annual turnovers for 2013.

The shoe market had another weak year with a sales decrease of 3 percent in current prices.

Nilson Group is the by far largest actor with 2,345 million SEK in turnover (-3,3%) before Scorett Footwear (-1,4%) and Venue Retail´s Rizzo (+10,2%). Rizzo was a clear winner, but fast growing Deichmann might have peaked with a -2,0 percent decrease. Also, Eurosko (-18,4%) and Walk in shoes (-27,2%) has lost a lot of sales.

Among the bigger fashion chains, H&M, Lindex, Kappahl still is top 3 with growth. RNB and Gina Tricot continues backwards and looses money. Norwegian Varner Group has a positive growth with Dressmann and Bik Bok but Cubus decreases 0,4 percent. Poco Loco (Carlings) has been the most profitable recent years, and still is, but 15 sold stores makes total sales fall.

Bestseller Retail is a rocket in sales with a 111,9 percent increase created by a fusion.

Flash is now a growing and profitable chain with a 6,6 percent increase in sales and an operations margin at 17,2 percent which makes it the most profitable together with H&M.

Among smaller chains and separate stores, the discount giant Gekås in Ullared takes the lead with 1,5 billion SEK sales only in clothes. Lager 157 has a growth of 42,3 percent and a turnover of 449,8 million SEK – and the best operations margin in the category with 16,3 percent.

Some other fast growing chains are Best of Brands (22,3%) and Klädkällaren i Göteborg (73,9%).

Two chains have disappeared from previous years: Malmströms/Camilla and Spirit.

Biggest in e-commerce fashion is Ellos with 989,3 million SEK and Nelly.com with 932,6 million SEK in sales. They also have a growth of 11,2 and 10,8% respectively but negative operation margins.

Fast growers are Sportamore (+82,1%), Zoovillage (49,8%) and Campadre (40,3%), but only Zoovillage with positive margins. Best margins in the category can be found at Cellbes (+12,5%)

Stadium (4,6%) and golf specialist Dormy (12,3%) are the only growing sports chains, XXL uncounted.

In the pure supplier category, Gant and Bestseller Sverige are the biggest with 951,4 and 896,4 million SEK sales. Half of the suppliers had a positive growth last year. For vertically integrated suppliers who run their own stores the Habit-list have Tiger of Sweden, Acne Studios and Filippa K in top 3. Esprit and Björn Borg shows a negative growth.

Fenix Outdoor is the biggest supplier in sports with 1,8 billion SEK in sales.

For shoes, Vagabond, Asics and Selected Brands Nordic are the three biggest brands. Selected Brands had a weak 2012 but increased by 30,3 percent last year. Tretorn, Arbesko and LT skor lost 10-15 percent of their sales during 2013.

The biggest export sales share among suppliers were found among jeans brands Acne and Nudie.