Homewares in Romania

PROSPECTS

Minimalist trends characterise homewares

Manufacturers witnessed demand for minimalist products in 2018. The absence of complex patterns or varieties of colours may be related to the strong presence of IKEA products in the market, as the retailer is considered a trendsetter.

Homewares and home furnishing stores remains the most popular channel

Homewares and home furnishing stores was the most popular distribution channel for homewares in 2018, although these products can easily be found in a variety of channels. Given their presence across different types of retailers, special offers, shelf positioning and the variety of products on offer may be decisive factors in customers’ final decisions.

Hypermarkets also popular

On the other hand, hypermarkets is another popular channel for homewares. Even though the product variety is not as extensive as in homewares and home furnishing stores, hypermarkets target a different type of customer, who is often undecided, impulsive and does not visit with the purpose of buying homewares products specifically, being more reactive to promotions.

COMPETITIVE LANDSCAPE

Another year of leadership for Groupe SEB

Groupe SEB retained its lead in homewares in 2018, although the competitive landscape remained highly fragmented. The shift towards premium products enabled its Tefal brand to extend its value share.

Ikea Romania expands its presence

Ikea, in second place, is further developing, given its announced physical store expansion. It is expected to take strong positions in beverageware, dinnerware and food storage, given its strong reputation for a fair balance between price and quality.

International brands characterise homewares

There is a large discrepancy between the presence of international and local brands. Homewares is clearly characterised by large international players which offer greater variety and lower prices, making it difficult for domestic brands to compete.

Files are delivered directly into your account within a few minutes of purchase.