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Learn moreJan 2019
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In 2018, the positive effects of the “furniture bonus” that drove sales growth towards the end of the review period has slowly decreased due to bonus rules becoming increasingly restrictive. In the same year, a new “Green bonus” was launched to boost sales of gardening products, although this had a much smaller impact on sales compared to furniture.
While during the recession, purchasing small and inexpensive homewares was a way to treat oneself without spending much money, after the recession, all retailers including home improvement and gardening stores targeted female consumers, while broadening their range of home-related products, from kitchenware to small appliances to textiles.
In Italy, there are many small furniture retailers that have been shrinking in numbers with the advent of large international groups. Nonetheless, furniture production in the country remains strong, therefore offering smaller retailers the possibility to offer higher quality products at competitive prices.
Logistics in Italy have always been difficult for operators, with high costs associated with last mile deliveries. Considering the increasing importance of a multichannel approach for retailers selling bulky items, in 2018, Ikea Italia and Leroy Merlin joined forces for their home deliveries.
Adeo Groupe globally owns other brands besides Leroy Merlin, namely Brico Center, Bricoman and Zodio. Each format targets a specific clientele, and each of them has implemented different activities to drive future growth: Brico Center launched a new neighbourhood format, aimed at gaining share from independent ironmongers in small urban areas, and enhanced didactic activities to appeal to DIY fans; Bricoman, which targets a more professional customer, opened serviced corners in its stores, and increased made-to-measure offers for specific products such as blinds; Zodio launched the “Craft Market”, with local artisans selling their products inside the store.
Bricofer’s strategy is focused on consolidating under the same group the largest number of small local operators. In some regions, home improvement is in the hands of small consortia that affiliate independents and small chains.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Home and Garden Specialist Retailers industry in Italy with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Home and Garden Specialist Retailers industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Retailing market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.