Homewares in Germany

PROSPECTS

Healthy living trend impacting homewares

The healthy living trend is impacting several homewares categories, kitchen utensils in particular. Consumers are trying to eat healthily and so are increasingly preparing food at home to take to work and cooking for family and friends.

Premiumisation benefits higher-end manufacturers

As people change what they perceive to be status symbols, premium homeware manufacturers are enjoying a rise in sales. In Germany, the focus is shifting away from cars to expensive and well-equipped kitchens with high-end cookware and dinnerware.

Cookware set to be the best performer over the forecast period

Premiumisation and healthy living are two major trends currently impacting homewares. Over the forecast period consumers may well continue to prefer to prepare food at home, either to take to work or to entertain family and friends.

COMPETITIVE LANDSCAPE

Das Depot the fastest growing homewares retailer

Das Depot was the fastest growing retailer in homewares and home furnishings in 2017, largely thanks to continuously expanding its product range and entering new categories. Das Depot now offers products in almost every category, from cutlery and beverageware to home textiles and indoor and outdoor furniture.

Zara Home continues to expand

The Spanish company Inditex entered Germany a few years ago, roughly at the same time H&M introduced homewares in its apparel outlets, while it opened its first H&M Home store in late 2017. Zara Home has been performing better than H&M Home due to a stronger store network and a wider range of products.

Butlers files for insolvency protection

Following the announcement it was filing for insolvency protection, Butlers reduced its number of outlets in Germany by almost 30% in 2017. The reasons cited for its difficulties included increased competition from Zara Home and Das Depot, expensive locations in city centres and a strong dollar.

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