Housewares And Home Furnishings in Germany
Euromonitor International's Housewares And Home Furnishings in Germany market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 41 | Publication date: Sep 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Home furnishings; Housewares
Executive summary
Economic Indicators Bode Well for Increased Consumption
All indicators show the German economy to be going through a boom period. The Federal government's spring assessment is of continuing positive development. For 2007, economic growth is expected to be around 2%. Unemployment figures fell to 3.97 million people without jobs in May 2007, the lowest number since 2002, and are expected to fall below three million by 2009 if current reform efforts are continued. A planned tax reform will boost consumption further over the medium term.
VAT Rise Led to Shopping Frenzy
In 2007, VAT rose to 19%, which led to a peak in consumption in the final months of 2006. As expected, the first two months of 2007 suffered from the after effects of this spending spree, with sales significantly lower than in previous months. But there are indications for a continuation of the upswing in March 2007. German exports remain at an all time high despite the growing strength of the Euro, creating more jobs and boosting consumer confidence.
Spending on Non-essentials Starts to Rise
It appears that the anxious years since 2001 gave way to a more sunny outlook, leading to consumers spending more on non-essentials. As in the fashion market, there is a luxury segment in home furnishings and housewares, but the lion's share of furniture sales are on small, self-assembled pieces. More than half of German consumers live with this type of furnishing. According to the German Statistical Office, the 50+ age group is looking more at quality than price when they acquire new furniture, constituting the most attractive consumer group.
The Battle for Supremacy
When describing the German furniture retail market, words like 'battle' or even 'war' are often employed. Market shares are fought over with military zest. First, there was the 'invasion' from Austria by the Lutz chain, who bought up a number of big German players and is now competing effectively against established German furniture retailers. Market leader IKEA is labelled a discounter who sells the full range from low price instant furniture to quality products to deceive many critical furniture snobs. Germany's number two furniture retailer is even called Krieger (Warrior). It is unlikely that blood will flow in this market, but a series of 'conquests' is on the cards.
Style Changes on the Home Front
The dominant mass market style of the past two years was a return to the the browns and oranges of the 1970s, which some older consumers would have been quite happy never to see again. Furry fabrics, flokati rugs and lava lamps along with backless benches instead of sofas adorn sitting rooms. In 2007, a classic yet colourful style appears to be asserting itself, combined with natural materials, especially wood. The description is 'clean chic' and the colour is white.
Table of contents
HOUSEWARES AND HOME FURNISHINGS IN GERMANY : MARKET INSIGHT
EXECUTIVE SUMMARY
Economic Indicators Bode Well for Increased Consumption
VAT Rise Led to Shopping Frenzy
Spending on Non-essentials Starts to Rise
The Battle for Supremacy
Style Changes on the Home Front
KEY TRENDS AND DEVELOPMENTS
Giants Re-shuffle Retailing Sector
Luxury in the Kitchen
Market Responds to Building Sector Activities
The Low Price Trap
More Style Badly Required
Furniture Now Subject to Fashion
MARKET DATA
Table 1 Sales of Housewares and Home Furnishings by Sector: Value 2001-2006
Table 2 Sales of Housewares and Home Furnishings by Sector: % Value Growth 2001-2006
Table 3 Housewares and Home Furnishings Company Shares 2004-2006
Table 4 Housewares and Home Furnishings Brand Shares 2004-2006
Table 5 Sales of Housewares and Home Furnishings by Distribution Format: % Analysis 2001-2006
Table 6 Forecast Sales of Housewares and Home Furnishings by Sector: Value 2006-2011
Table 7 Forecast Sales of Housewares and Home Furnishings by Sector: % Value Growth 2006-2011
DEFINITIONS
Housewares
Home Furnishings
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - GERMANY
HüLSTA-WERKE HüLS GMBH & CO KG - HOUSEWARES AND HOME FURNISHINGS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 hülsta-werke Hüls GmbH & Co KG: Key Facts
Summary 3 hülsta-werke Hüls GmbH & Co KG: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 hülsta-werke Hüls GmbH & Co KG: Competitive Position 2006
STEINHOFF GERMANY GMBH - HOUSEWARES AND HOME FURNISHINGS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Steinhoff Germany GmbH: Key Facts
Summary 6 Steinhoff Germany GmbH: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Steinhoff Germany GmbH: Competitive Position 2006
VILLEROY & BOCH AG - HOUSEWARES AND HOME FURNISHINGS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Villeroy & Boch AG: Key Facts
Summary 9 Villeroy & Boch AG: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Villeroy & Boch AG: Competitive Position 2006
WüRTTEMBERGISCHE METALLWARENFABRIK AG (WMF) - HOUSEWARES AND HOME FURNISHINGS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Württembergische Metallwarenfabrik AG: Key Facts
Summary 12 Württembergische Metallwarenfabrik AG: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Württembergische Metallwarenfabrik AG: Competitive Position 2006
XXXLUTZ GMBH - HOUSEWARES AND HOME FURNISHINGS - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 XXXLutz GmbH: Key Facts
Summary 15 XXXLutz GmbH: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
HOUSEWARES IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 8 Sales of Housewares by Subsector: Value 2001-2006
Table 9 Sales of Housewares by Subsector: % Value Growth 2001-2006
Table 10 Sales of Housewares by Type 2001-2006
Table 11 Sales of Cookware by Type 2001-2006
Table 12 Sales of Kitchenware by Type 2001-2006
Table 13 Sales of Tableware and Crockery by Type 2001-2006
Table 14 Sales of Cutlery by Type 2001-2006
Table 15 Housewares Company Shares by Retail Value 2004-2006
Table 16 Housewares Brand Shares by Retail Value 2004-2006
Table 17 Sales of Housewares by Distribution Format: % Analysis 2001-2006
Table 18 Forecast Sales of Housewares by Subsector: Value 2006-2011
Table 19 Forecast Sales of Housewares by Subsector: % Value Growth 2006-2011
HOME FURNISHINGS IN GERMANY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 20 Sales of Home Furnishings by Subsector: Value 2001-2006
Table 21 Sales of Home Furnishings by Subsector: % Value Growth 2001-2006
Table 22 Home Furnishings Company Shares by Retail Value 2004-2006
Table 23 Home Furnishings Brand Shares by Retail Value 2004-2006
Table 24 Sales of Home Furnishings by Distribution Format: % Analysis 2001-2006
Table 25 Forecast Sales of Home Furnishings by Subsector: Value 2006-2011
Table 26 Forecast Sales of Home Furnishings by Subsector: % Value Growth 2006-2011