The pandemic has made comfort-driven fashion a staple in everyday wardrobes

The European athleisure market is indeed growing rapidly. Blending the practicality of sportswear with the ease of casual fashion, athleisure has become a popular option for many, seamlessly transitioning from workouts to social gatherings. Initially fuelled by a growing emphasis on health, fitness, and the desire for comfort in everyday clothing, the sector’s growth was propelled by the impact of the Covid-19 pandemic. With remote work reshaping professional attire, the demand for clothing that balances comfort and style has risen sharply. Video conferencing also pushed individuals to find versatile pieces that are both comfortable and polished. Consumers now prioritise fashion-forward, functional clothing, a shift reinforced by social media trends and celebrity endorsements.

Accurately defining the market size is complex since Athleisure overlaps both traditional apparel and sportswear. Established apparel brands have been expanding into the sports and casual clothing arena, while traditional sportswear brands are leaning into everyday fashion. New athleisure labels are also appearing, all of which blur category lines further. Based on data from Statista, we estimate the value of the European market to be approximately €59.5 billion in 2024, with an anticipated compound annual growth rate (CAGR) of around 4% between 2024 and 2028.

Athleisure brands race across Europe

Athleisure brands are adopting strategic distribution methods to reach consumers effectively. Typically, they launch online, where they can maximise brand exposure and experiment with product reception. Successful online traction often leads to collaborations with established retailers, expanding visibility and enhancing brand reputation. Eventually, many brands open flagship or concept stores in prime locations, offering immersive brand experiences to solidify their market presence. They typically seek prime high street or shopping centre locations in large European capital cities that provide a strong footfall. While Germany, the UK, and France initially led this trend, its influence is rapidly spreading across the continent.

From early 2023, several major players have accelerated their European expansion. Swiss brand On has been making waves, opening its flagship in Paris’s Marché Saint-Germain in November 2023, followed by Berlin’s Neue Schönhauser Strasse in May 2024, and Milan’s Corso Vittorio Emanuele II in August. Alo Yoga, a US-based brand rooted in yoga culture, launched its first European store on London’s King’s Road in November 2023, then expanded to Regent Street in August 2024, with a Dublin flagship planned for later this year.

Lululemon has also been expanding rapidly. Its first Dutch flagship opened on Amsterdam’s Leidsestraat in May 2023, with a sixth Paris location launching at Beaugrenelle in October 2023. July 2024 saw a second Swedish flagship in Stockholm on Biblioteksgatan. Meanwhile, Vuori entered the London scene this month, debuting its first European store on Regent Street.

The Scandinavian market is experiencing a surge as well. Aim’n, a Swedish brand, opened its first permanent store in Stockholm at Kungsgatan in January 2024 and launched a flagship in Oslo on Nedre Slottsgate in July. Denmark’s 7 DAYS Active entered the flagship market with a new Copenhagen store on Pilestræde 8A this month.

Established giants are also active: Adidas has strategically opened Pulse stores, including on Paris’s Champs-Élysées in July 2024 ahead of the Olympics, in Edinburgh in June 2024, and Glasgow in August. HOKA took advantage of the Olympic buzz by opening a flagship on Paris’s Boulevard des Capucines in May 2024.

British brand Castore continues to strengthen its presence, having launched in Kent’s Bluewater Shopping Centre in November 2023 and on Rotterdam’s Lijnbaan in September 2023. This year, it has added Dublin’s Grafton Street in February and a second Dutch store in Enschede on HJ van Heekplein.

Lastly, Patagonia, the American outdoor apparel leader known for sustainability, opened a store on Amsterdam’s Singel 465 in April 2024.

With the market set to grow, more flagship store openings are anticipated in key European cities, driving competition and innovation in the sector.

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