Pre-loved: A Growing Market in Sweden

Sweden’s second-hand market is thriving like never before, according to Svensk Handel's latest report. In 2024, the market reached a staggering 16.9 billion SEK in turnover, and pre-loved fashion alone accounted for 4.7 billion SEK. The numbers reflect a growing movement toward conscious consumption, led primarily by the younger generation.

Young Consumers Leading the Charge
The trend is particularly strong among women aged 18-29, who are embracing second-hand shopping as both a fashion statement and an eco-conscious choice. This generation is redefining shopping habits, prioritizing sustainability without compromising on style. In fact, five out of ten Swedes have purchased second-hand clothing, illustrating the widespread appeal of pre-loved fashion.

The Digital Shift: Online Platforms Driving Growth
The ease of digital shopping has propelled the second-hand market forward, with a remarkable 70% of all pre-owned purchases now made online. E-commerce platforms and social media marketplaces are making it easier than ever to buy and sell second-hand goods, fostering a circular economy that reduces waste and extends the lifecycle of products.

Beyond Fashion: A Broader Sustainable Movement
While fashion remains the leader, other categories like electronics and furniture are gaining traction in the second-hand market. Consumers are becoming more mindful of their purchasing habits, seeking quality items that align with a more sustainable lifestyle. With three out of ten Swedes reporting regular second-hand purchases, it’s clear that this trend is here to stay.

As Sweden continues to embrace pre-loved goods, the second-hand market is set to grow even further, proving that sustainability and style can go hand in hand. Whether through fashion, furniture, or tech, choosing second-hand is more than just a trend, it’s a movement towards a greener future.