The Top 7 Online Shopping Categories by Revenue (2026)

Apparel Market Trends in 2026: Consumer and Product Shifts

How to Source Unique Products That Differentiate Your Brand

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{"frame":"chunk","node":{"type":"Typography","props":{"type":"h2"},"children":["Market size & demand"]}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"body2"},"children":["No single publisher sizes Iceland outdoor apparel alone, so the estimates below are adjacent proxies, not one total. Treat them as a range, not a market size."]}}
{"frame":"table","columns":[{"id":"metric","header":"Metric","size":240},{"id":"value","header":"Figure","size":150},{"id":"source","header":"Publisher / scope","size":260}]}
{"frame":"row","metric":"Sporting equipment retailing (incl. sports apparel, camping gear)","value":"€88.0m, +7.4% (2026)","source":"IBISWorld, Iceland — retail channel, broader than outdoor apparel"}
{"frame":"row","metric":"Sporting equipment retailing, 2020–2025 trend","value":"-2.3% CAGR","source":"IBISWorld, Iceland"}
{"frame":"row","metric":"Coats & jackets revenue (2025)","value":"US$13.96m","source":"Statista Market Outlook, Iceland — men's coats & jackets segment"}
{"frame":"row","metric":"Coats & jackets growth outlook","value":"4.93% CAGR 2025–2029; +1.8% volume 2026","source":"Statista Market Outlook, Iceland"}
{"frame":"row","metric":"Fashion e-commerce revenue (2025)","value":"US$141m, 0–5% growth","source":"ecommerceDB, Iceland — all fashion, not outdoor only"}
{"frame":"row","metric":"Outdoor sports apparel imports 2020–2024","value":"39.24% CAGR; -2.05% in 2023–24","source":"6Wresearch, Iceland (import-led estimate; figures vary by sub-segment)"}
{"frame":"row","metric":"Snow apparel imports 2020–2024","value":"23.81% CAGR; +71.05% in 2023–24","source":"6Wresearch, Iceland"}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"body2"},"children":["Sources disagree on direction: IBISWorld shows retail shrinking over 2020–2025 but growing in 2026, while 6Wresearch import growth is far higher because it starts from a low post-pandemic base. Statista's jacket segment is the steadiest signal."]}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"h4"},"children":["Foreign visitors drive in-season demand"]}}
{"frame":"chunk","node":{"type":"Chart","props":{"height":260,"option":{"tooltip":{"trigger":"axis"},"xAxis":{"type":"category","data":["2025 actual","2026 KEF forecast","2026 Tourist Board / OECD"]},"yAxis":{"type":"value","name":"million visitors"},"series":[{"name":"Foreign visitors","type":"bar","data":[2.27,2.24,2.22]}]}}}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"caption","color":"black55"},"children":["Sources: Icelandic Tourist Board (2025, via Keflavík departures); Isavia KEF forecast 2.24m; OECD Tourism Trends and Policies 2026 citing Tourist Board 2.22m (-2.2%). Islandsbanki expects visitor numbers roughly level in 2026."]}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"h4"},"children":["Search interest in Iceland (Google Trends, geo IS)"]}}
{"frame":"chunk","node":{"type":"Chart","props":{"height":260,"option":{"tooltip":{"trigger":"axis"},"legend":{},"xAxis":{"type":"category","data":["Dec 11–17, 2022","Dec 10–16, 2023","Dec 15–21, 2024"]},"yAxis":{"type":"value","name":"index (0-100)"},"series":[{"name":"icewear","type":"line","data":[55,66,97]},{"name":"cintamani","type":"line","data":[37,20,25]}]}}}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"caption","color":"black55"},"children":["Only the weeks shown were read from the output. The 5-year Trends result was truncated by the tool, so this is a three-point December comparison, not the full series. The 66north and zo-on queries returned mostly zero (too little volume in Iceland to rank), so they are not charted. Icelandic-term queries (úlpa, gönguskór) were also sparse and spiky and are not charted."]}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"h2"},"children":["Brands & competition"]}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"body2"},"children":["Four Icelandic brands dominate local shelves, all with their own stores plus webshops. 66°North is the premium leader and the only one with disclosed financials."]}}
{"frame":"table","columns":[{"id":"brand","header":"Brand","size":130},{"id":"key_category","header":"Key category"},{"id":"founded","header":"Founded","size":90},{"id":"positioning","header":"Positioning","size":320},{"id":"facts","header":"Evidence","size":300}]}
{"frame":"row","brand":"66°North","founded":"1926","positioning":"Premium technical outerwear; origins in fishermen's workwear; shell, down and parkas at $205–$905","facts":"2024 revenue ISK 6,593m (+1.5%), net loss ISK 509m, EBITDA ISK 558m (ISK 698m in 2023); CEO calls 2024 a transformation year","key_category":"Premium technical outerwear"}
{"frame":"row","brand":"Cintamani","founded":"1989","positioning":"One of the largest Icelandic outdoor brands; winter-focused, technical plus everyday wear","facts":"Own stores in Iceland; Google Trends shows it consistently below Icewear in Iceland searches","key_category":"Outdoor apparel brand"}
{"frame":"row","brand":"ZO•ON","founded":"1994","positioning":"Mid-priced technical outerwear, softshell trousers, merino base layers; also golf and kids lines","facts":"Webshop priced in ISK; down coats ISK 54,990–59,990, 3-layer rain jacket ISK 39,990","key_category":"Mid-priced technical outerwear"}
{"frame":"row","brand":"Icewear","founded":"n/a in sources","positioning":"Value-oriented wool knitwear and jackets; strong with tourists","facts":"Highest Icelandic search interest of the four; peaks around late-year weeks (index 97 in Dec 2024 week)","key_category":"Wool knitwear and jackets"}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"body2"},"children":["Concentration: no market-share data was found. Brand visibility is high, and a Nordic Outdoor article cites a claim that about 95% of technical outerwear worn in Iceland is 66°North, but that is a retailer blog claim I could not verify, so treat it as anecdotal."]}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"h2"},"children":["Products & pricing"]}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"body2"},"children":["Live listings from the 66°North and ZO•ON webshops. Prices are shown in each shop's own currency (USD for 66°North's international store, ISK for ZO•ON); no conversion was applied."]}}
{"frame":"products","layout":"grid"}
{"frame":"product","image":"https://66north.com/cdn/shop/files/W11324-315-Model-1-AW26_d1a2bc1b-5f00-4d67-ac93-ed6ec45c7bf5.png?v=1788189391","name":"Men's Snæfell Shell Jacket","price":"$610","href":"https://66north.com/products/snaefell-shell-jacket-w11324-315","source":{"name":"66°North"},"description":"Waterproof shell jacket"}
{"frame":"product","image":"https://66north.com/cdn/shop/files/W11424-463-Model-1-SS26_e2c00f25-a75b-44a4-9b3a-0082a7351bcd.png?v=1788196120","name":"Tindur GORE-TEX PRO hard-shell jacket","price":"$905","href":"https://66north.com/products/tindur-gtx-pro-jacket-w11424-463","source":{"name":"66°North"},"description":"Hard-shell, blue"}
{"frame":"product","image":"https://zo-on.is/cdn/shop/files/46_7657908f-4fc2-4960-9e19-697ea1db0116_1200x1200.png?v=1792351824","name":"Skagi Down Coat Unisex","price":"ISK 54,990","href":"https://zo-on.is/en/products/skagi-down-jacket-unisex-3","source":{"name":"ZO•ON"},"description":"Unisex down coat"}
{"frame":"product","image":"https://zo-on.is/cdn/shop/files/91_29437e1a-48c8-45b2-9c48-79be932ad9ad_1200x1200.png?v=1792352107","name":"Flatey Women's Down Coat","price":"ISK 59,990","href":"https://zo-on.is/en/products/womens-flatey-down-coat-en","source":{"name":"ZO•ON"},"description":"Women's down coat"}
{"frame":"product","image":"https://zo-on.is/cdn/shop/files/1_6e634e25-88f9-45d3-8e5d-671ecfc8fc30_1200x1200.png?v=1792349559","name":"Valur 3-Layer Rain Jacket Unisex","price":"ISK 39,990","href":"https://zo-on.is/en/products/valur-3-layer-rain-jacket-unisex","source":{"name":"ZO•ON"},"description":"3-layer rain jacket"}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"h4"},"children":["Price ladder from the listings read"]}}
{"frame":"table","columns":[{"id":"brand","header":"Brand","size":110},{"id":"item","header":"Item","size":260},{"id":"price","header":"Price (shop currency)","size":170}]}
{"frame":"row","brand":"66°North","item":"Aðalvík Packable Rain Jacket","price":"$250"}
{"frame":"row","brand":"66°North","item":"Kjalarnes Windbreaker","price":"$205"}
{"frame":"row","brand":"66°North","item":"Dyngja Shell Jacket","price":"$385"}
{"frame":"row","brand":"66°North","item":"Men's Keilir Hooded Down Jacket","price":"$450"}
{"frame":"row","brand":"66°North","item":"Dyngja Down Jacket","price":"$620"}
{"frame":"row","brand":"66°North","item":"Kaldi Parka","price":"$770"}
{"frame":"row","brand":"66°North","item":"Hofsjökull Bomber","price":"$900"}
{"frame":"row","brand":"ZO•ON","item":"Hoppa kids' rain jacket","price":"ISK 14,990"}
{"frame":"row","brand":"ZO•ON","item":"Ganga softshell trousers (men)","price":"ISK 24,990"}
{"frame":"row","brand":"ZO•ON","item":"Labba softshell trousers (men)","price":"ISK 29,990"}
{"frame":"row","brand":"ZO•ON","item":"Katla wool sweater (unisex)","price":"ISK 29,900"}
{"frame":"row","brand":"ZO•ON","item":"Valur 3-layer rain jacket","price":"ISK 39,990"}
{"frame":"row","brand":"ZO•ON","item":"Skagi down coat","price":"ISK 54,990"}
{"frame":"row","brand":"ZO•ON","item":"Flatey women's down coat","price":"ISK 59,990"}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"body2"},"children":["Read-through: 66°North's outerwear spans $205–$905, with down and parkas at $450–$900 and a GORE-TEX PRO shell at the top. ZO•ON sits in a lower, ISK-priced band with rain, softshell and wool basics at ISK 15,000–30,000. No ISK/USD conversion was applied, so cross-brand price gaps are not quantified here. Statista values per-capita coats & jackets spend at US$35.04 (2025)."]}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"h2"},"children":["Outlook & entry"]}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"body2"},"children":["Direction: flat-to-modest growth. Tourism is expected level (2.22–2.24m foreign visitors in 2026 vs 2.27m in 2025), Isavia forecasts total KEF passengers down 7.4% to 7.51m, and international trips by Icelanders down 13.2% to 602,000. Statista projects coats & jackets growing 4.93% a year to 2029."]}}
{"frame":"table","columns":[{"id":"question","header":"Decision question","size":220},{"id":"answer","header":"Assessment","size":420},{"id":"basis","header":"Basis","size":160}]}
{"frame":"row","question":"How large is it?","answer":"Not sized directly. Retail proxy €88.0m (sporting goods, 2026); coats & jackets segment US$13.96m (2025).","basis":"IBISWorld; Statista"}
{"frame":"row","question":"Structural or cyclical?","answer":"Mostly structural (cold climate, outdoor culture) with a tourism-linked cyclical layer; imports are volatile year to year.","basis":"Assessment from sources above"}
{"frame":"row","question":"Concentrated or fragmented?","answer":"Brand-concentrated at the top (four local brands with own stores); importer and international-brand shares were not found.","basis":"Assessment; no share data"}
{"frame":"row","question":"Where are the gaps?","answer":"Mid-price technical shells between ZO•ON basics and 66°North $400+; sustainable and repairable lines; tourist-targeted packable layers.","basis":"Assessment from price ladder"}
{"frame":"row","question":"Entry barriers","answer":"Strong local brand loyalty, small population, weak tourism growth in 2026, premium incumbent with transformation-year losses (ISK 509m net loss in 2024), high import-cost exposure.","basis":"Sources above; assessment"}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"body2","color":"black55"},"children":["Gaps in this report: no paywalled 6Wresearch revenue figures, no Statista/IBISWorld page body for sub-segment detail, no international-brand (Helly Hansen, Columbia, Fjällräven) shelf data, no Cintamani or Icewear financials, and the Google Trends weekly series was only partly read."]}}
{"frame":"done"}
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Explore the Iceland outdoor apparel market: size, demand drivers, key brands like 66°North and ZO•ON, pricing, and market outlook. Discover entry barriers and opportunities.