Austrade: Scandinavia
What you need to know
From an apparel perspective, the four countries that make up Scandinavia - Sweden, Denmark, Finland and Norway - encompass a hugely competitive market. Boasting an aggregate population of around 24 million, consumers in this market are extremely brand conscious with brand identity a useful tool to boost industry value growth. According to figures from research company Datamonitor, the value of the Scandinavian apparel market is around $US15.3 billion per annum with Australia boasting a strong reputation for swimwear in Scandinavia. RM Williams, Seafolly, Sass & Bide, Nobody, Spencer & Rutherford, Catherine Manuell and AM Eyewear just some of the Australian brands to have successfully launched in this market.
Pecularities of the market
Scandinavians are easy to do business with. Considered professional and straight forward they have an easy going, casual approach to doing business. Most have a good command of English.