Housewares And Home Furnishings in Greece
Euromonitor International's Housewares And Home Furnishings in Greece 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.
Tables: 43 | Publication date: Dec 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
Foreign competition transforms retail market
The home furnishings & housewares retail landscape in Greece has undergone major changes in recent years. The outstanding development of Swedish brand IKEA showed the way to success, the operation of spacious retail outlets providing a wide variety of products (furniture and housewares) at a more than acceptable quality/price ratio. The IKEA model is expected to be followed by more international home furnishings and housewares chains.
Another aspect of foreign competition is the increasing penetration of cheap and relatively lower quality products from the Far East. These products are now all over the home furnishings and housewares market as they are distributed through various channels, from small, independent retailers to supermarkets that expanded their presence in the market by adding a wide variety of furniture and housewares to their product portfolios. Foreign retailers are expected to further intensify the battle for market share and contribute to lower prices.
New distribution formats
In this changing environment, traditional domestic companies were forced to shift their focus from production to retail, design or acquire new brands and develop a sufficient sales network to support and promote them. Another approach is to imitate the IKEA model; build large stores which market a wide product range, mainly low-cost imports. Department stores are also gaining ground in the home furnishings and housewares market, with the Notos Galleries Home being the most characteristic example.
Individual retailers shrink
Although the Greek home furnishings and housewares retail market remains fragmented, the recent dynamic expansion of international and local retail chains is leading to market concentration. Chains hold a competitive advantage over independent retailers as the latter cannot afford to compete in terms of pricing, credit facilities, marketing and advertising and are therefore limited to more niche markets or products.
Increase in the number of households and new dwellings
Despite the fact that the total domestic population remained fairly stable over 2000-2005, new households and new dwellings experienced significant growth. The need to furnish these new residences favoured the development of the home furnishings and housewares market.
Credit facilities/interest-free instalments
Increasing provision of various credit facilities (interest-free instalments, loans, gifts) also boosted the home furnishings and housewares market, especially higher ticket items, such as sofas, bedroom furniture and dinner sets, as most consumers cannot afford to buy them in cash due to shrinking disposable incomes
Future prospects
In the years to come, the Greek home furnishings and housewares market should continue to be driven by demand for products that offer value-for-money. The recent arrival of top foreign retailers and the possibility of others entering the market in the near future, along with the strengthening of local chains created expectations of higher quality products at lower prices. Further consolidation among a limited number of retailers with multiple sales points all over the country is also expected. This will partly been done through franchising and by the organised shopping malls and large department stores, the latest trend in Greek retail.
Table of contents
HOUSEWARES AND HOME FURNISHINGS IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
Foreign competition transforms retail market
New distribution formats
Individual retailers shrink
Increase in the number of households and new dwellings
Credit facilities/interest-free instalments
Future prospects
KEY TRENDS AND DEVELOPMENTS
Decrease in disposable incomes
Increase in the number of households
Development of retail chains
Credit facilities/interest-free instalments
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
Summary 1 Research Sources
LOCAL COMPANY PROFILES - GREECE
BENRUBI, H, & SON SA - HOUSEWARES AND HOME FURNISHINGS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 2 H Benrubi & Son S.A: Key Facts
Summary 3 H Benrubi & Son S.A: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 H Benrubi & Son SA: Competitive Position 2006
BIOKARPET SA - HOUSEWARES AND HOME FURNISHINGS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Biokarpet SA: Key Facts
Summary 6 Biokarpet SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Biokarpet SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 8 Biokarpet SA: Competitive Position 2006
HOUSE MARKET SYSTEM SL - HOUSEWARES AND HOME FURNISHINGS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 9 House Market System SL: Key Facts
Summary 10 House Market System SL: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 House Market System SL: Competitive Position 2006
NEOSET SA - HOUSEWARES AND HOME FURNISHINGS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Neoset SA: Key Facts
Summary 13 Neoset SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Neoset SA: Competitive Position 2006
SATO OFFICE FURNITURE MFRS SA - HOUSEWARES AND HOME FURNISHINGS - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 15 SATO Office Furniture Mfrs SA: Key Facts
Summary 16 SATO Office Furniture Mfrs SA:Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 SATO Office Furniture Mfrs SA: Competitive Position 2006
HOUSEWARES IN GREECE
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 GREECE
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