The market has been on the rise for five years, and the upward trend is expected to continue for at least as long, the data provided by market research company Euromonitor show. Last year’s growth alone stood at 10%.
The market has been growing because of the new store openings of the already existing players and the entry of new ones, either childrenswear specialists or fashion retailers who also sell such products. The market is also driven by the improvement in purchasing power as a result of wage raises.
When it comes to childrenswear market, the most important factor driving volume sales is that children grow very rapidly between one and three years old and also tend to get their clothing dirty very quickly, requiring a significant number of changes of clothes.
Under the circumstances, the leader of the market is a discount retail company, Poland’s Pepco, whose prices start at less than 10 lei (EUR2). Other leading brands are H&M, C&A and Decathlon.
(English version by Loredana Fratila-Cristescu)