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Summary and extracts
1 Market Summary
1.1 Definition and Presentation
The furniture market includes various accessories and items used to furnish and decorate homes.
According to FederLegnoArredo, the Italian furniture market includes:
- Large furniture (such as beds, benches, and sofas), registered under Ateco code 31,
- Lighting equipment and accessories, registered under Ateco code 27.4,
- Ceramic floor and wall tiles, registered under Ateco code 23.31,
- Bricks, tiles, and other earthen building products registered under Ateco code 23.31,
- Ceramic products for household and ornamental use, registered under Ateco code 23.41,
- Textile objects and products for home decoration (such as curtains, pillows, tablecloths, and mirrors),
- Small furniture items (such as lamps, coffee tables, bedside tables).
In addition, the market is also populated by distributors, which include:
- Intermediaries in the furniture, furnishings, and hardware trade, registered under Ateco code 46.15,
- Sales of furniture, lighting, and other furnishings in specialty stores, registered under Ateco code 47.59.
By 2022, global (100 countries) furniture market growth is estimated at 4 percent. The leading furniture producer remains China, with a 39 percent share worldwide. China is competing mainly with the United States, Germany, Italy, India, Poland, and Vietnam.
Italy holds a leading position in the global market and is the fourth largest furniture producer worldwide. In addition, Italy has a long tradition in interior decoration, and "Made in Italy" furniture and home furnishings are considered a symbol of high quality abroad.
Moreover, in Italy, home decoration has become a way of life that has shaped both the country's culture and economy. Every year, more and more companies attend the so-called "Salone del Mobile," the world's largest furniture fair, to display their work or to see the latest trends in the industry.
The Italian market is highly fragmented and is populated by tens of thousands of operators. The vast majority of operators - more than 80 percent - are artisans and small businesses with fewer than 10 people.
Finally, the Covid-19 crisis struck an already uncertain situation in 2020. Furniture production was drastically reduced in March 2020 but returned to pre-Covid-19 levels in July 2020. Despite the demand in the contract and large project segment declining, demand concerning the residential contract segment remained stable.
1.2 A steadily growing global market
According to CSIL, the furniture industry doubled its volume between **** and ****, reaching a worldwide volume of about $*** million, which will be surpassed in ****. The pandemic has had very little effect on the furniture market, probably because the home has played a leading role during this long period. Being stuck in your ...
1.3 Italian market grew slowly in 2019
The Italian interior design market has been growing since ****, reaching a value of **.* billion euros in ****. Market growth in **** has been slow, especially compared to the growth rate in previous years. This slow growth is mainly due to a massive global crisis in the industry, which has also affected the main ...
1.4 Italy's leading position in the international trade arena
Most of Italy's production is vowed to be exported, and this is expected to account for a larger share of total production in subsequent years due to the expected decrease in domestic consumption. In **** and ****, exports accounted for ** percent and ** percent of total production, respectively. In ****, exports amounted to **.*** billion euros, ...
1.5 2020: a year of uncertainty
The **** forecast for the furniture and home furnishings market was slightly optimistic. The domestic market is expected to remain stable, with no substantial increases in imports and a mere * percent increase in exports, supported by more dynamic foreign demand. [***]
However, the polls display high uncertainty for both the global and Italian ...
2 Demand analysis
2.1 Summary of demand drivers
The demand for interior design is closely linked to some macro trends in other markets and Italian demographics. The Italian real estate market is an important factor that has to be analyzed to assess interior design demand, as the building of new residential and nonresidential units represents a potential new market. ...
2.2 Macro trends influencing demand
Compared with a mediocre ****, **** was a virtuous year for the Italian real estate market, with transactions worth more than ** billion euros.
However, the real estate market in Italy is constantly volatile, as its value depends closely on the country's political situation, market conditions, and large transactions that have a major impact ...
2.3 Italians and the home
Italians consider their home as a refuge from the outside world, a place that holds memories, and an expression of one's personality. They care about their homes and they are willing to make sacrifices for them, including financial ones. Young people, who are often not yet in the final nest, are ...
2.4 The home automation home
Concerning home automation home, the main areas of application foreshadowed by Italians are smart consumption and security. Nonetheless, the application in the health sector, however little known, is therefore far away. Moreover, the association of home automation with entertainment is growing thanks to the spread of Smart TVs, Smart Speakers, etc. The ...
2.5 Methods of purchasing furniture and decor items
In general, furniture and fashion websites are the main information channel for Italian furniture purchases. This is also true for young people, although social networks have more weight among them, especially Instagram. Sources of research on trends, costs, and more, on furniture and furniture items Italy, ****, as % of the total sample Source: ...
3 Market structure
3.1 Market structure overview
The value chain of the interior design market includes several stages and actors. The value chain begins with the different suppliers of raw materials, which can vary widely depending on the furniture or piece of furniture desired. After furniture and home furnishings, manufacturers receive the raw materials, they process them into ...
3.2 Highly cyclical production located mainly in northern Italy
Since the beginning of ****, Italian furniture production has not changed drastically and has continued to follow recurring trends. On average, production peaks in July and October. These high points are not random but are expected to offset the significant drop in production that occurs periodically in August, during the summer ...
3.3 A fragmented national market
According to Il Sole ** Ore, the Italian furniture and furnishings market is populated by ** thousand operators. Thus, the market is highly fragmented, with many small players operating mainly at the local level.
In particular, the operators in the furniture market are interesting to be looked at, as they account for the ...
3.4 Focus on distribution channel
Research conducted by Federmobili analyzed the average characteristics of stores that sell furniture and home furnishings.
The average area of stores is about *,*** square meters, with *.* employees. The range of stores is very diverse: ** percent of stores have a product range that includes mid-range lines plus high-end designer brands; ** percent offer ...
4 Supply analysis
4.1 A broad and diverse offering
The interior design market includes a wide variety of products, which are summarized below:
Beds and mattresses, Upholstered sofas and armchairs, Tables, desks, and bedside tables, Chairs, Bathroom furniture, Kitchen furniture, Storage space: libraries, cabinets, closets, Lighting: lamps and chandeliers, Home accessories: pillows, rugs, mirrors, paintings, vases, etc.
The most common ...
4.2 Price trends and the weight of each category
The industrial producer price index shows trends in producer prices, which are expressed in terms of the chosen base year. Furniture producer prices have increased steadily since ****, with no obvious spike or drop in any given year.
Furniture producer price index Italy, ****-****, base ****=*** Source: ****
The price of furniture varies widely ...
4.3 Focus on the Milan Furniture Fair
In the furniture market, Italy continues to be a leading nation in the world. According to data from FederlegnoArredo, the Belpaese is on the podium of top furniture manufacturers, with the big names in the furniture industry growing above average. Leadership in the sector is consolidated in a long tradition that ...
4.4 Supply trends: mass customization, AI, and home automation
In recent years, there have been several trends, such as :
Mass customization
During the ****s, the furniture industry witnessed the emergence of a new way of thinking about production and customer relations, called mass customization. Mass customization is a term used to identify the production of customized goods and services at ...
5 Rules and regulations
5.1 Current regulations
There are regulations governing the characteristics of furniture products: precise European standards aimed at a specific type of product set the healthfulness standards of the various materials that make up home furnishings. Some examples are:
An updated version of the technical standards UNI EN ***** and UNI EN ***** defines, based on tests, ...
6 Positioning of actors
6.1 Segmentation
- Iris Mobili (Mondo Convenienza)
- IKEA Italia
- Poltronesofà
- B&B Italia
- Maisons du Monde Italia
- Maisons du Monde
List of charts presented in this market study
- Average income of Italian households by household composition
- Share of income spent on household expenses by household type
- Evolution of the housing market
- Construction of new housing by type
- Italians' favorite home decorating styles
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Latest news
Mondo Convenienza: a new agreement with trade unions - 11/03/2024
- Date of the agreement between Mondo Convenienza and the National Association of Integrated Services (ANSI): January 17.
- Effective date of the agreement: March 1.
- Application of the contract from the CCNL Logistics, Freight and Shipping to contractors working for Mondo Convenienza.
Company data:
- Presence of more than two million Mondo Convenienza customers.
- Mondo Convenienza's turnover: over one billion euros.
- Mondo Convenienza also operates in Spain.
- Market share of Mondo Convenienza in the retail sector in Italy: 46%.
- Total market share of Mondo Convenienza: above 13%.
- Increase in sales compared to the pre-pandemic period, due in part to increased presence in remote sales channels.
Ikea lowers its prices, Maisons du monde struggles - 27/10/2023
- Ikea competitor Maisons du Monde saw its sales fall by 9.4% to 252.3 million euros in the third quarter of its 2023 financial year.
- Maisons du Monde sales fell by 13.6% internationally, while in France they were down by only 5.6%.
- Maisons du Monde's sales for the first 9 months of 2023 were 795.7 million euros, a decline of almost 10%. Maisons du Monde forecasts a 10% drop in sales for 2023
- Ikea, the French furniture market leader, has posted record sales of 3.8 billion euros for its 2022-2023 financial year, an increase of 16% on the previous year.
- In 2021, Ikea has raised its prices by an average of 9% worldwide.
- In France, Ikea opened its 34th major store in Nice.
- In 2021-2022, Ikea achieved sales growth of 13.4% in France
- Growth was driven by bedroom (+34%) and kitchen (+14%) sales.
Maisons du Monde in battle to limit damage - 28/07/2022
- Action plan for the second half Limiting the decline in sales and restoring gross margin by 2023
Maisons du Monde revises its results downwards. - 30/05/2022
- Sales down for 2022 and earnings revised downwards, from 9% to 5%.
- Targets announced for 2025 (sales of 2 billion euros vs. 1.3 today) are further away.
- Cash flow, meanwhile, has been more than trebled, dropping from a forecast of 65 to 75 million euros to a range between 10 and 30 million euros.
Maisons du Monde generates 33% of its sales online - 10/03/2022
- Online sales to rise from 33% of sales of
- Sales 1.3 billion euros by 2021
- French enthusiasm for home furnishings, with like-for-like growth of 13.4%
- a rich physical network of 357 stores in France and abroad
- present in Austria, Portugal, Italy, Spain, Belgium and Switzerland
- Ebit of 123 million euros, almost 10% of sales, up almost 40%
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