2025 Developments
Home and garden in Italy closed 2025 with a retail value of EUR21,974 million, reflecting a 2% contraction compared to the previous year and diverging from the moderate growth seen in the Western Europe region, largely due to persistent economic headwinds and cautious spending among Italian households. Despite this downturn, the industry remains attractive for brands able to address the evolving priorities of Italian consumers, who continue to invest selectively in visible home improvements and outdoor living, as evidenced by sustained growth in gardening and the dominance of home furnishings, which accounts for the majority of spending. Success in this context hinges on strategies that combine accessible pricing, design-led innovation, and omnichannel engagement — enabling consumers to personalise their homes affordably, while digital tools, sustainability-driven product development, and tailored service offers have become central to capturing demand in both physical and online channels.
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Overview:
Understand the latest market trends and future growth opportunities for the Home and Garden industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Gardening
- Home Furnishings
- Home Improvement
- Homewares
If you're in the Home and Garden industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home and Garden in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home and Garden in Italy?
- Which are the leading brands in Home and Garden in Italy?
- How are products distributed in Home and Garden in Italy?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Home and Garden?
- Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Home and Garden?
- Where is future growth expected to be most dynamic?
Home and Garden in Italy
2025 Developments
Key Data Insights
Overall Decline, but Households Continue to Invest in Gardens
Ikea and Coincasa Enable Affordable Home Refreshes
Stiga and Gardena Capitalise on Outdoor Living as Gardening Outperforms
Outdoor Living Set to Continue to Contribute to Growth, with Climate-Adapted Products Popular
Ikea and Coincasa to Boost Homewares and Home Furnishings with Value
Digital Innovation and Omnichannel Services Set to Reshape Consumer Expectations and Business Strategies
Ikea Extends Its Lead with Omnichannel Strategy and Design Innovation
Homewares and Home Furnishing Stores Defends Channel Leadership as E-Commerce Grows
Alessi and Natuzzi Advance Retail Formats
Home Improvement in Italy
Key Data Insights
Home Improvement Summary
Scheppach and Dexter Spark Eco-Minded Diy Tool Boom
Sensea and Artens Boost Upgrades in Compact Urban Homes
San Marco and Leroy Merlin Drive Renovation-Led Paint Demand
Bathroom Brands to Deliver Wellness Upgrades as Consumers Seek Visible Results
Cordless Tool Makers Expected to Accelerate Innovation to Meet Urban Diy Demand
Modular and Eco-Friendly Solutions to Reshape Brand and Retailer Strategies
Ikea Maintains Its Lead in a Fragmented Competitive Environment
Home Improvement and Gardening Stores Maintains Dominance but Faces Challenges
Amazon.It and Manomano Drive E-Commerce Gains in Hardware and Hand Tools
Adeo Group Leverages Multi-Format Expansion and Sustainability to Capture New Demand
Gardening in Italy
Key Data Insights
Gardening Summary
Viridea Adapts Range and Advice to Urban Gardening Surge
Compo and Vigorplant Shift Inputs Towards Certified Sustainability
Stiga and Rain Drive Smart Gardening with Battery and App Innovation
Companies to Accelerate Urban Growth as Households Diversify
Robotic Mowers and Smart Irrigation to Reshape Equipment Sales Trajectory
Service Models Set to Evolve as Diy and Difm Audiences Diverge
Husqvarna and Al-Ko Sustain Leadership through Urban Innovation
Gardena Targets Urban Gardeners with Compact Hose Innovation
Leading Home Improvement and Gardening Stores Leroy Merlin, Obi and Tecnomat Drive Omnichannel Consolidation
Amazon.It and Manomano Fuel E-Commerce Gains in Compact Formats
Obi and Viridea Reinvent Garden Shopping through Experience and Proximity
Homewares in Italy
Key Data Insights
Homewares Summary
Ikea and Kasanova Respond to Demand for Cost-Driven Home Refreshes
Bialetti, Lagostina and Alessi Boost Resilience of Kitchen Products
Fratelli Guzzini Sets a New Standard for Sustainable, Traceable Design
Modular Kitchenware Innovators to Drive Value Amid Shrinking Household Numbers
Smart Features and Sustainability to Reshape Brand Strategies and Consumer Loyalty
Ikea Leverages Design and Omnichannel to Outpace Rivals
Acquisitions and Product Development to Impact the Competitive Landscape
Homewares and Home Furnishing Stores and Retail E-Commerce Reshape Shopping as Omnichannel Surges
Alessi and Coin Drive Experiential Retail and Collaboration
Home Furnishings in Italy
Key Data Insights
Home Furnishings Summary
Porada and Ikea Respond to Digital and Design-Led Demand
Egoitaliano and Arper Drive Eco Design into the Mainstream
Indoor Living Dominates While Outdoor Living Proves Resilient
Modular Design and Digital Innovation to Reshape Living Spaces
Urban Consumers Expected to Drive Growth in Indoor Living, with Demand for Flexible Solutions
Ikea Strengthens Its Lead as Omnichannel and Design Drive Stability
Natuzzi and Designer Collaborations Reinforce Premium Positioning
Homewares and Home Furnishing Stores Maintains Dominance with Value-Added Services
Amazon and Ikea Drive E-Commerce Gains as Digital Tools Convert Shoppers
Natuzzi and Mondo Convenienza Expand Experiential Formats to Meet Design and Value Demand
Country Reports Disclaimer
The following categories and subcategories are included:
Home and Garden
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- Bathroom and Sanitaryware
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- Carpets
- Floor Tiles
- Wooden Flooring
- Other Floor Covering
- Hand Tools
- Hardware
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- Lacquer and Varnish
- Decorative Paint
- Kitchen Sinks
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- Corded Drills
- Cordless Drills
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- Other Corded Power Tools
- Other Cordless Power Tools
- Power Tool Accessories
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- Wall Tiles
- Wallpaper
- Other Home Improvement
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- Fertiliser
- Soil
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- Pest Control
- Herbicides
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- Gardening Hand Tools
- Gardening Power Tools
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- Walk Power Lawn Mowers
- Riding Lawn Mowers
- Robotic Lawn Mowers
- Watering
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- Indoor Plants
- Seeds
- Other Horticulture
- Pots and Planters
- Other Gardening
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- Beverageware
- Cutlery
- Dinnerware
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- Ovenware
- Stove Top Cookware
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- Food Storage
- Kitchen Utensils
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- Bath Textiles
- Bed Textiles
- Kitchen and Dining Textiles
- Living Room Textiles
- Rugs
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- Beds
- Chests of Drawers
- Mattresses
- Wardrobes
- Dining Furniture
- Home Office Furniture
- Kitchen Furniture
- Living Room Furniture
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- Sofa Beds
- Other Sofas
- Other Sitting Furniture
- Storage Furniture
- Other Indoor Furniture
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- Blinds
- Curtains
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- Charcoal Barbecues
- Electric Barbecues
- Gas Barbecues
- Outdoor Furniture
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- Lighting Fixtures
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- Incandescent Lamps
- Halogen Lamps
- Linear Fluorescent Lamps (LFL)
- Compact Fluorescent Lamps (CFL)
- Light-Emitting Diode Lamps (LED)
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Home and Garden
This project has a strict focus on sales to consumers only. Trade and professional sales are excluded. Home and garden refers to gardening, home improvement, homewares and home furnishings.
See all of our definitionsWhy buy this report?
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This report originates from Passport, our Home and Garden research and analysis database.
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