A recurring challenge for the Swedish economy has been weak consumption. After the cost shocks of recent years, Swedish households have been extremely restrictive, something that several market economists believe is partly hampering the Swedish recovery from the current recession.
Both statistically and from companies, figures are now visible that may be a sign of a change. Earlier this week, Statistics Sweden (SCB) reported figures showing that household consumption increased by 1.6 percent in June 2026 compared with May. On Wednesday, monthly statistics from the Swedish Chamber of Commerce also came out, showing that clothing sales increased by 6.7 percent in July compared with the same month last year.
Developing positively
"It is pleasing that the fashion trade continues to develop positively. July is a sales month and many consumers take the opportunity to shop during the summer sales. At the same time, our member companies are reporting more tourists than usual in the stores, which may also have contributed to the strong sales," commented Sofia Larsen, CEO of Svensk Handel.
At the company level, two companies have reported strong quarterly figures. E-commerce company Boozt increased sales by 13 percent in local currencies during the second quarter.
The company noted growth during all months of the quarter, primarily driven by female consumers who are also the company's most important customer category.
The women are shopping again
"Women's Fashion saw growth after several months of decline. Importantly, growth was driven not only by new customers but also by existing customers buying more and staying with us," the company writes in the interim report.
For the slightly smaller player Björn Borg, there were also record results for the first half of 2026.
The operating profit of SEK 11.8 million represents an increase of 11 percent. It now contributes to the strong start in terms of results for the first half of the year.
"This is the highest operating profit we have ever delivered after a first half-year, while sales are essentially unchanged compared with the previous year," says the company's CEO Henrik Bunge in a press release.
