COVID-19 caused a clear uptick in demand for products from home and garden specialist retailers as consumers spent more time at home and had more time to dedicate to projects. This surge in demand was especially noticeable in the first half of 2020 when consumers limited their movement more strictly during the first wave of the outbreak.
Sales through home and garden specialist retailers were restricted by the growth in e-commerce options in 2020 as more consumers opted for contact-free shopping options in order to prevent COVID-19 infection. Some players in the category also expanded their e-commerce offering in 2020, which meant that they saw fewer sales through their retail outlets which remained open during the COVID-19 pandemic.
K-Rauta by Kesko remained the biggest brand in home and garden specialist retailers in 2021. The leader in home and garden specialist retailers, Kesko, merged its K-Rauta and Rautia hardware chains in 2017, rebranding all stores as K-Rauta.
The most iconic player in homewares and home furnishing specialist retailers, IKEA, is reaching the limit of its expansion in Finland. The second-place company has shelved its plans for outlets in Lappeenranta and Vaasa, although the iconic player is still expected to construct a large new outlet in Helsinki in the forecast period.
It is as yet uncertain whether the demographic shift away from cities will last in the long term following the COVID-19 crisis in the forecast period. If, following the rise in work from home arrangements, consumers do begin to spend more time in summer cottages in Finland, this could provide good opportunities for the channel in the coming years as consumers will have larger homes and larger gardens to work on.
Over the forecast period players in home and garden specialist retailers are not expected to focus on city centre locations. The exception to this is the new collaboration between Clas Ohlson and the local food delivery app Wolt which allows speedy home deliveries in city locations.
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Understand the latest market trends and future growth opportunities for the Home and Garden Specialist Retailers industry in Finland 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.
If you're in the Home and Garden Specialist Retailers industry in Finland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of homewares and home furnishing stores and home improvement and gardening stores. Business-to-business sales are excluded.See All of Our Definitions
This report originates from Passport, our Home and Garden Specialist Retailers research and analysis database.
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