Homewares in Romania

PROSPECTS

International trends influence consumers’ homewares preferences

Increasingly, Romanian consumers are being influenced by international trends and ideas, and that influence extends to consumers’ preferences of homewares design and functionality. For example, products with minimalist design, with few if any complex patterns or colour varieties, are currently very popular, with that popularity driven in part by the strong consumer acceptance of trendsetting Ikea Romania products.

Homewares and home furnishing stores remains the most popular distribution channel

Although homewares can be easily found in many types of stores throughout Romania, the most popular distribution channel for homewares in 2019 continues to be homewares and home furnishing specialist retailers. Most consumers who shop in homewares stores do so with the intention of purchasing specific homewares, but special offers, shelf positioning and the variety of products on offer may also drive sales.

Hypermarkets, e-commerce also popular channels for homewares

While their product ranges are not as extensive as those offered in homewares and home furnishing stores, hypermarkets nevertheless sell a good variety of homewares. Hypermarkets target a different sort of homewares customer, i.

COMPETITIVE LANDSCAPE

Groupe SEB (Tefal) continues as leader in 2019 in homewares

Groupe SEB is the leader in highly-fragmented homewares category in 2019, a position it has held throughout the review period. Indeed, the ongoing shift by consumers towards premium products in past years has led to Groupe SEB’s strong growth and has enabled the company to extend the value share of its Tefal brand.

Ikea Romania continues to expand in 2019

With rising value sales, Ikea Romania ranks second in homewares in 2019, a position the retailer has held throughout the review period. Homewares consumers consider Ikea Romania to be a trendsetter in terms of design.

International brands permeate homewares in 2019

The homewares category in Romania in 2019 is characterised by large international players that are able to offer consumers greater variety while charging lower prices, a proposition that makes it difficult for many smaller domestic retailers to compete. Indeed, only one of the top ten companies in homewares value share in 2019—porcelain product manufacturer Apulum SA—is a domestic company.

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