Finnish fur sales rebound, driven by Asian demand

Global demand for fur has rebounded, with Finnish auction house Saga Furs reporting a more than twofold increase in sales value at its March auction, a trend that continued in June.

China accounts for 75% of the world’s fur pelt purchases, with social media—particularly TikTok—dramatically boosting sales in recent years, according to Saga Furs CEO Markus Gotthardt. Influencers now sell fur garments directly to consumers through platforms like TikTok, revitalising the market.

Nearly all pelts—98%—are exported, primarily to Chinese buyers, said Marja Tiura, executive director of the Finnish Fur Breeders’ Association (Fifur). Of the pelts handled by Saga Furs, 12–15% are of Finnish origin, with most imports coming from Poland.

Production has halved, intensifying competition for pelts and driving prices up. China, the largest producer, has also significantly reduced output, contributing to the rising costs.

While demand for new fur garments exists in Finland, retail options are scarce. Susanne Stenfors, CEO of luxury retailer Gemm, noted that tourists often seek fur products but struggle to find them. However, secondhand fur has gained popularity among younger Finns, with the Z generation increasingly recognising fur’s recyclability.

Fashion industry trends remain mixed. In May, Milan Fashion Week urged designers to exclude fur from collections starting this autumn, a move likely to influence both high-end and mass-market brands. Yet some major fashion houses, including Michael Kors, Chanel, Prada, Armani, Versace, and Burberry, have already phased out fur. Meanwhile, fur has reappeared in recent fashion shows in major cities after a period of absence, according to Stenfors.

Synthetic fur imports to Finland have tripled over the past decade, though the total value remains modest—under €500,000 last year.