Homewares in the Netherlands

PROSPECTS

Homewares registers growth thanks to the growing Dutch economy

Homewares registered a positive performance in current value terms in 2018, thanks to the growth in the Dutch economy. Dutch consumers tend to replace their homewares when moving, or when they replace their kitchen.

Value addition in homewares, but consumers look for cheap alternatives

Value addition was seen in homewares in 2018, especially in kitchen utensils and stove top cookware. Sales of stove top cookware are mostly related to movements in the housing market or the replacement of kitchens, as consumers buy new stove top cookware which is suitable for their new cooker.

Loyalty programmes are here to stay, which benefits the category

Loyalty programmes began with the collaboration of leading supermarket chain Albert Heijn with Villeroy & Boch. Such programmes are here to stay, as these promotions are popular.

COMPETITIVE LANDSCAPE

Ikea retains its lead in homewares and records strong growth

Ikea recorded strong value growth in homewares once again in 2018, being one of the top performers in the category. With no new store openings, Ikea’s focus on offering a wide range of products targeting different categories resonated with Dutch consumers, who can usually find what they are looking for in IKEA stores at reasonable prices.

BK Cookware records the fastest growth in homewares

BK Cookware registered a strong performance in homewares in value terms in 2018, with its two brands BK and Gero. The local company changed hands in 2018, with its new global brand owner, The Cookware Co Europe BVBA, being based in Belgium.

Local brands grow at the expense of international brands

Local companies Mepal and Sola were amongst the fastest growing companies in homewares in 2018. With both companies based in the Netherlands, their product offering suits Dutch consumers looking for quality products at affordable prices.

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