Sweden’s chain store numbers rise for the first time since 2018

The number of chain-affiliated stores in Sweden rose in 2025 for the first time since 2018, according to a survey by retail research organisation HUI, funded by the Swedish Retail and Wholesale Council (Handelsrådet). For franchise businesses operating in or considering Sweden, this is a useful market signal – but the overall increase masks significant differences between store types.

125 more stores in 2025

Sweden’s chain store network grew by 125 stores in 2025, bringing the total to 19,164. The figures were reported by retail publication Market on 15 October 2026, citing HUI and Handelsrådet.

Conducted for the ninth consecutive year, the survey tracks the number of chain-affiliated stores, showing how the physical retail network changes over time. This year’s findings mark the end of a prolonged period without growth in the overall store count.

It is important, however, to distinguish between growth in the store network and the number of new openings. The figure of 125 represents the change in the total number of chain stores, not the number that opened during the year. It should therefore be read as a net increase.

For franchisees and franchisors, the findings offer a basis for assessing conditions for new store openings. However, the survey covers chain-affiliated stores as a whole, not just franchise businesses. The increase should therefore not be described as Sweden gaining 125 franchise stores.

Discount formats drive the turnaround

According to HUI, discount retail is among the drivers of the increase. Meanwhile, store formats in the grocery sector are changing. The positive overall figure therefore reflects differing trends rather than uniform expansion across retail.

Andreas Svensson, senior analyst at HUI, stresses that the increase needs to be interpreted cautiously:

After several years of declining store numbers, this increase marks a change in the trend. However, it is too early to speak of a broad recovery. Growth is concentrated in certain parts of retail, particularly discount formats, while other store types continue to decline.

The distinction between a change in trend and a broad recovery is crucial. A growing total store count shows that the overall direction turned positive over the course of one year. It does not mean that conditions for opening new stores have improved for every retail concept, or that every store type is growing.

For franchise businesses, the findings therefore point to the need to examine the market for their own concept, rather than simply following the overall trend. A chain considering further openings should not use the headline figure alone to draw conclusions about demand for its own offering.

Still fewer stores than in 2017

Despite the increase in 2025, the number of chain stores remains well below the level recorded when the survey began. Since 2017, the total has fallen by 1,550 stores, or 7.5 per cent.

The latest increase therefore does not reverse the earlier decline. Both perspectives are needed to give a balanced picture: the most recent annual change is positive, while the change over the full survey period remains negative.

Optical retail stands out. It is one of only five retail segments to have recorded growth in store numbers since 2017. The number of chain-affiliated opticians’ stores has risen by 13 per cent over that period, reaching 854.

This performance illustrates why a breakdown by store type matters. While chain store numbers have fallen overall, the optical retail network has expanded. That is not, however, a measure of store profitability or the performance of individual businesses. Store numbers and financial results are separate issues and should be treated as such when assessing a potential opening.

Evidence to inform the next store opening

HUI’s survey provides an up-to-date picture of the scale of Sweden’s store network, but it does not offer a ready-made answer to where the next outlet should open. The findings are most useful as a starting point for more targeted questions about retail concepts, locations and competition.

Anyone planning a new opening should therefore distinguish between three things: trends in chain stores overall, trends affecting their own store type, and conditions in the specific town or area under consideration. National totals are no substitute for a local assessment.

It is also worth keeping the time periods separate. The news was published in October 2026, but the change relates to 2025. It therefore describes an established shift in the trend, not the outcome for the year of publication.

Practical takeaway: Treat the increase as a signal to deepen your analysis of potential openings – not as a general green light for expansion. Check trends affecting your own retail concept and assess local demand before committing to a new location.