Luxury writing instruments have a strong and positive history in Germany, with sales driven by a strong interest in writing and the calligraphy culture. However, due to the outbreak of COVID-19 in 2020, some consumers lost their jobs, and others saw an increase in financial insecurity, which led to heightened price-sensitivity across the country.
Montblanc has a high-value share on the competitive landscape, followed by a fragmented landscape with a larger number of smaller players with low share. This means that the rise and fall of the luxury writing instruments and stationery landscape is largely linked to the leading player's activities and performance.
The decline in sales for luxury writing instruments and stationery, is below areas such as timepieces, jewellery and designer apparel and footwear (ready-to-wear), performing better than areas which also rely on sales from tourists. As such, the lower exposure to international expenditure helped the industry to perform better, even though value sales are set to record a considerable decline.
Stronger national demand for luxury writing instruments and stationery is expected to aid the landscape in itself recovery across the forecast period. Recovery will be closely aligned to the successful roll-out of a COVID-19 vaccine, or cases lowering in the country, increasing consumers’ confidence to return to stores.
E-commerce is set to record significant growth in 2020, moving from a share of 12% in 2019, to 16% in 2020. With store-based channels dealing with closures across the year, a decline is seen in all store retailing, particularly from department stores, with online retailers and platforms gaining space to expand in the industry.
Luxury stationery will increasingly contribute to luxury writing instruments and stationery's growth rates across the forecast period. While there was a need to buy numerous items for daily life in the past, technological development will allow consumers to concentrate these tools in one single instrument, such as a laptop or tablet, which can equally be taken everywhere.
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Understand the latest market trends and future growth opportunities for the Luxury Writing Instruments and Stationery industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
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