Comment by cjblomqvist

Quick comment regarding the "Swedish fashion wonder": It's definitely a pyramid, but I can for sure name a bunch that definitely makes more than most H&M stores. And they keep popping up, and are definitely not irrelevant.

According to ChatGPT avg revenue of H&M stores in Sweden is 5.4 MEUR. If I remember correctly from my market research (I co-founded a Swedish SaaS targeting fashion brands) there at least 100 with more revenue then that - and they're definitely making most revenue outside of Sweden. To name a few; Djerf Avenue, Filippa K, Stronger, ICIW, Peak Performance, CHIMI eyewear, Tiger of Sweden, J Lindeberg... Heck, I can even name drop a bunch doing footwear more or less only; Axel Arigato, Icebug, Björn Borg, Eytys...

But yeah, most brands are doing less. It's a pyramid. But no, Swedish fashion brands (excl H&M) are definitely not irrelevant.