Homewares in Australia

PROSPECTS

Homewares in Australia continues to see very modest growth

In 2018, homewares experienced another year of only modest growth in current value terms. The slow growth seen in the category over the past few years is due to the current state of a highly competitive environment as well as an evolving retailing landscape in Australia.

Consumers seek “out-of-the-ordinary” homewares

Although the homewares category in Australia has reached a certain level of maturity, consumers’ design and decorative preferences are ever evolving. In cutlery, alternative colours and finishes to the traditional silver aesthetic continued to be an innovation concept for many brand manufacturers.

COMPETITIVE LANDSCAPE

Department stores channel loses share in homewares

Australian department stores continued to lose share in homewares in 2018. Consumers continued to prefer shopping for their homewares in mass merchandisers due to their lower prices, individual unit ranges and on-trend designs.

Maxwell & Williams the leading homewares brand in 2018

Although Fmhw was the leading brand manufacturer in homewares in 2018, the brand with the biggest value share was Maxwell & Williams. HAG Import Corp (Australia) Pty Ltd continued to supply its products in bundled deals or sets, which have helped drive value sales in what is a struggling category.

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