Home Improvement is second only to home furnishings in the Home and Garden category in terms of value sales. The industry grew by just under 2% globally in 2015 despite a significant decline in Russia, one of the top 5 markets in Europe. Despite this growth, the industry faces many challenges in the mature markets of Europe and North America, where a number of demographic and socio-economic factors are changing the traditional Home Improvement consumer. Manufacturers and retailers face the need to adapt these to both their brand offering and selling space.
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