Home Improvement in the Netherlands

PROSPECTS

Home improvement records growth despite the weak housing market

Home improvement recorded a positive performance in current value terms in 2018, thanks to the growth of the Dutch economy. The weakening housing market put a limit on sales growth, however, due to fewer consumers changing houses.

Mixed performance in floor covering

Floor covering recorded only slight growth in 2018, due to the weakening housing market. With fewer houses changing ownership and limited new housing stock, this meant fewer home improvement projects.

Internet retailing sees the fastest growth in home improvement

Internet retailing continued to see the fastest growth in home improvement in the Netherlands in 2018. Although actual sales are still low compared with store-based retailing, consumers are increasingly visiting home improvement webshops to check out products online before visiting the store to buy.

COMPETITIVE LANDSCAPE

Intergamma leads home improvement in the Netherlands

Intergamma retained its lead in home improvement in the Netherlands in value terms in 2018, maintaining healthy growth with its private label lines Karwei and Gamma. Although Karwei has been focusing less on home improvement and more on home furnishings, this did not negatively affect its sales in this category.

Kwantum Nederland and Hornbach Bouwmarkt enjoy rapid growth

Kwantum Nederland and Hornbach Bouwmarkt (Nederland) saw rapid value growth in home improvement in 2018, thanks to their offer of quality products at lower unit prices. Kwantum is popular in the Netherlands for offering a lowest price guarantee on its products, and as such is a favourite store for consumers looking for floor coverings.

Coram International continues to grow with its Sealskin brand

Local company Coram International enjoyed healthy value growth in the Netherlands once again in 2018. The company sells a number of brands in home improvement, but it is Sealskin which is seeing the best performance and driving growth for the company.

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