Luxury Writing Instruments and Stationery in the Netherlands

2021 DEVELOPMENTS

Higher dependence on inbound tourism constrains category recovery

After recording double-digit volume and current value sales declines in 2020, luxury writing instruments and stationery has experienced a return to growth in 2021 as the economic climate in the Netherlands has improved and specialist stores have reopened thanks to the rollout of COVID-19 vaccines and the relaxation of public health restrictions. The fact that many people are still spending more time at home than usual due to the fallout of the pandemic has also helped to lift demand, as has strong interest in new and recently launched limited edition products, particularly among collectors.

Consumers show greater interest in luxury colouring pencils and luxury paper

Luxury writing instruments and stationery is mainly represented by luxury pens, which have continued to account for the bulk of new launches in the category in 2021. However, other product types such as luxury colouring pencils and luxury paper have also performed well as more Dutch consumers have developed or rediscovered an interest in drawing and sketching while spending more time at home than normal due to the pandemic.

E-commerce continues to gain ground at expense of store-based channels

Lockdown measures and consumer concerns about potential exposure to COVID-19 in brick-and mortar outlets caused the value share of e-commerce in luxury writing instruments and stationery to increase substantially in 2020, and the same factors look set to support another impressive gain in 2021. The channel has also continued to benefit from the fact that manufacturers and store-based specialist retailers have stepped up investment in their online sales and marketing strategies since the beginning of the pandemic.

PROSPECTS AND OPPORTUNITIES

Steady growth in volume and current value sales projected from 2022

The outlook for luxury writing instruments and stationery is broadly favourable, with volume and current value sales expected to increase steadily throughout the forecast period. While there is still much uncertainty surrounding the pandemic, in the short term the category should benefit as inbound tourism flows in the Netherlands start to recover with the easing of travel restrictions.

Frequent launch of limited and special edition products will help to stimulate demand

Manufacturers of luxury writing instruments will continue to regularly introduce commemorative and limited edition variants over the forecast period in order to stimulate demand and capitalise on growing interest in these products as collector’s items. Montblanc, the clear leader in the category, is expected to remain one of the most active players in this regard.

Further expansion of e-commerce likely to result in closure of more specialist stores

With Dutch consumers having become more inclined to shop online since the beginning of the pandemic, e-commerce should continue to gain ground in terms of luxury writing instruments and stationery distribution over the forecast period. The fact that most manufacturers and store-based specialist retailers have recently increased investment in online sales portals and digital marketing activities will also support further increases in the channel’s value share.