The purpose of this research is to explore growth opportunities for German Fashion MNCs on the Swedish Fashion market. This study aims to contribute to research on the internationalization process of Fashion MNCs and provides managerial implications for similar companies entering similar markets. 

The results of the study indicate that there are several opportunities for German MNCs to grow on the Swedish market. Yet, companies have to fulfill certain aspects that will give them the opportunity to expand their distribution. Knowledge itself is not enough. In order to penetrate the market MNCs need to focus on their internal and external knowledge, their network, branding and digitalization.