The household linen market - France (2023)

1.2 A growing global market

The global linen market is valued at $***.* billion in ****, and is expected to reach $***.* billion by ****. The market is therefore expected to grow at a rate of *.**% per year between **** and ****. It is one of the most profitable markets in the global textile industry. [***]

Linen market size and forecasts World, ****-****, in billions of US dollars Source: ****

China maintains its dominant position in the global linen market. The Chinese market will reach **.* billion dollars in ****, representing a **.*% market share. {Fibre*Fashion}

Global linen market size, by region France, ****-****, in billions of US dollars Source: ****

According to the same source, the global household linen market is driven by bed linen, with nearly $**.* billion in ****, rising to over $**.* billion by ****, representing a CAGR of *.*% over the period.

Global bed linen market, by product category World, ****-****, in billions of dollars Source: ****

The second largest segment is bathroom linen, with a market segment expected to reach over $**.* billion by ****. With average annual growth of *.*%, the global bathroom linen market was valued at **.* billion in ****, representing a **.*% market share.

Similarly, the global kitchen linen market was valued at $**.* billion in **** (***).

Share of linen sales, by product type World, ****, in billions of dollars Source: ****

It ...

1.3 The European market is losing momentum

The European market is growing, but appears less dynamic than the Asian and North American markets. It is also in the process of being overtaken by North America. Bed linen and bathroom linen account for the majority of the market, with respectively **.*% and **.*% of European market share.

Breakdown of the European household linen market, by product Europe, ****, in Source: ****

Germany, Russia and the UK are the three largest European markets, together accounting for around $**.* billion or **.*% of the European market.

Breakdown of the European household linen market, by country Europe, ****, in Source: ****

1.4 The French household linen market

The French market is growing, but appears less dynamic than the rest of the world. Among its European neighbors, however, it is on a par with Germany in terms of growth, and slightly behind all countries in the "rest of Europe" category.

The market stood at $*.** billion in **** and should reach $*.** billion in ****, thanks to a CAGR of *%.

In ****, the French household linen market had grown by *.*%, according to the Institut Français de la Mode. [***]

The exchange rate was €* = $*.**** on average over ****. [***] This gives us a market of €*.* billion for ****.

French household linen market France, ****-****, in billions of US dollars Source: ****

There are no precise figures estimating the impact of covid on the market for the years ****-****. However, if we look at the sales of companies operating under the NAF activity code (***), we observe a certain stability in sales.

1.5 Foreign trade in household linen

France is a major importer of all ranges of household linen. [***] In ****, total imports of household linen are estimated at $*,*** million against $*** million in exports - a coverage rate (***) of **.*%. France therefore imports four times more than it exports in household linen products.

The coverage rate has been trending upwards since ****, since imports are growing less quickly (***) than exports. Exports thus increased by **% between **** and ****, while imports rose by just *% over the period. However, the year **** saw a reduction in both imports and exports, with the latter falling more sharply than imports, leading to a deterioration in the French trade balance.

Foreign trade in household linen France, ****-****, in billions of US dollars Source: ****

Germany is the main importer of French household linen (***). Exports are relatively fragmented, with a large number of countries importing linens from France.

Main countries of destination for household linen exports France, ****, as a percentage of export value Source: ****

On the import side, Pakistan appears as the main supplier with **.*% of French imports coming from this country. Belgium ranks *nd with **.*% of imports, ahead of Portugal (***).

Imports are more concentrated than exports, and come mainly from Asian countries.

Main countries of origin of household linen imports France, ...

1.6 The impact of Covid-19 on the household linen market

The NAF code **.**Z, which groups together the various categories of household linen, enables us to analyze the activity of sector players during the years ****-****-**** in comparison with the year ****, which serves as a benchmark.

In March and April ****, textile manufacturing activity (***) fell sharply. It lost **.*% in March and **% in April compared with ****, with store closures and travel restrictions preventing the French from buying linens.

However, we note the importance of catch-up consumption, with manufacturers' sales up **.*% in June compared with ****. Business then returned to its pre-sanitary crisis level, but remains significantly higher in August and September.

In ****, the sales index was on average higher than in each of the last * years, illustrating the sector's new dynamism.

Sales index for manufacture of textile articles excluding clothing France, ****-****, index base *** in **** Source: ****

Sales index for manufacture of textile articles excluding clothing France, ****, index base *** **** Source: ****

2.1 Timid growth in household linen consumption, and seasonal interest

Household and professional volume demand for household linen increased in ****, after declining slightly over the previous four years.

Household and professional linen consumption France, ****-****, in % of annual change in volume Source: ****

In addition, the graph below represents the proportion of searches for a given keyword in a given region and for a specific period, in relation to the time when the rate of use of this keyword was highest (***). Thus, a value of ** means that the keyword was used less often in the region concerned, and a value of * means that there is insufficient data for this keyword.

Interest peaks every year in the first weeks of January. The beginning of the year therefore seems particularly propitious for household linen renewal. We also note that the peak was less marked than in other years in ****, but that the renewed interest seems to be confirmed in subsequent years.

We can also observe the drop in searches for this term with containment since the lowest level is reached in April ****.

Search interest for the term "Linen France, ****-****, google trends index Source: ****

2.2 Determinants of household demand

Among the determining factors in demand for interior decoration and household linen, the rise in purchasing power of French households plays a predominant role. However, unlike the needs of professionals, which have increased due to a rise in their activity, particularly in the hotel-restaurant sector, household spending remains limited due to a weak rise in their purchasing power in recent years.

Indeed, there has been a rather timid recovery in household purchasing power since ****, despite an increase of just +*.*% between **** and ****, with the recovery seemingly underway for **** (***). The collapse predicted at the time of the emergence of covid-** has not taken place, purchasing power having been maintained by the State with the help of an aid package for businesses and households.

Purchasing power of French households' gross disposable income France, ****-****, in % Source: ****

It is estimated that households spent an average of ** euros a year on household linen in **** according to the latest Insee report on household spending in mainland France[***]

Another determining factor in the demand for linens is the evolution of the real estate market and the dynamics of the furniture market in France. Indeed, a household investing in a home will tend to buy new furniture and consequently ...

2.3 A sector sensitive to professional spending on household linen

Professional sectors concerned

The renewal of household linen is an unavoidable expense for professionals in the hotel, restaurant, healthcare and retirement home sectors, because of the impeccable hygiene conditions required.

This is why all these sectors are essential outlets for the home textiles industry, while also ensuring a certain stability over time.

Characteristics of the hotel industry in France

According toInsee, there will be ***,*** hotel rooms in mainland France in ****. Three regions offer significant potential in terms of household linen (***), with a larger-than-average number of hotel rooms:

Île-de-France: over ***,*** rooms Auvergne Rhône-Alpes: over **,*** rooms PACA region: over **,*** rooms

As the world's leading tourist destination, France attracts ** million tourists a year[***], and hotel occupancy has grown strongly over the past two years (***), which undoubtedly benefits the linen sector.

Number of hotel rooms by region France, ****, in thousands Source: ****

2.4 Trends in domestic linen consumption

Socio-cultural developments and fashion trends have a significant influence on the value of household linen sales.

French people's passion for their homes is growing year on year: it is estimated that each household spends between €*** and €*** a year on interior furnishings (***).[***]

Another trend is the broadening of the very definition of what constitutes a decorative object: tablecloths and comforters, for example, are becoming decorative accessories. On the La Compagnie du Blanc website, for example, we read that "as well as being one of the key elements of our comfort at the bottom of the bed, the comforter is the ultimate decorative object for the bedroom. In fact, a comforter cover allows you to personalize the world of your bedroom and add color. "

Household linen is also the number one decoration item on the French online shopping list.

What's more, in January ****, **% of e-buyers had purchased linens on the internet in the last ** months, a trend up on **** when they were **%. The sector nevertheless lags far behind clothing, cultural products or even toys in terms of online purchases, but is beginning to gain ground. [***]

Products and services most frequently purchased online France, ****, in Source: ****

Finally, we can point out that the French ...

3.1 A concentrated industrial base

Stable sales

sales trends in the manufacture of other textile articles France, ****-****, in billions of euros Source: ****

This stability in total sales, combined with the decline in the number of players present on the market, leads to an increase in sales per company. The average sales index for companies in the sector thus increased by *.*% between **** and ****.

Declining number of players

The number of companies in the household linen sector, referenced under NAF code **.**Z "Manufacture of textile articles, except apparel" (***). However, it appears to have stabilized since ****.

Number of companies in the household linen sector France, ****-**** CAGR: -**% Source: ****

Similarly, the number of employees in the sector has fallen, from **,*** in **** to **,*** in ****, a decline of *. *%. Nevertheless, the number of employees has been rising since ****, particularly in **** (***).

Number of employees in the household linen sector France, ****-**** CAGR: -** Source: ****

These figures testify to a trend towards concentration in the sector, due to competition from Asian countries and the relocation of French manufacturers' production facilities.

Many companies in difficulty are being taken over, such as Couleur Chanvre by entrepreneur Thierry Bonhomme in ****. [***] The company has been pursuing a strategy of external growth in made-in-France companies since the ****s. ...

3.2 Strategies for further growth

Sales for household linen manufacturers are up +*.*% over the ****-**** period. This growth is driven by buoyant demand, itself driven by new gains in purchasing power on the part of consumers, as well as increased requirements on the part of particularly in the hotel-restaurant, retirement home and healthcare sectors, where linen needs to be replaced regularly. It should be noted that the manufacture of other textile articles has been only slightly impacted by the health crisis, since the sales index for companies in the sector continues to be above the **** level.

for information, between **** and ****, the sales index remained above ***, and it was only after **** that a significant decline began for the sector's players. However, the upturn seems to have been confirmed, with steady growth since ****.

Sales index for companies manufacturing other textile articles France, ****-**** Source: ****

French players are adopting very specific strategies to return to growth, including the following three:

Strengthening their national logistics base

This enables players to position themselves internationally and boost exports. For example, in **** Linvosges inaugurated a new *,*** m* building in Gérardmer, Vosges, designed to export its products to Germany. [***]

Betting on exports

French household linen manufacturers are betting on exports to boost their ...

3.3 Linen distribution

IPEA data enables us to analyze the various distribution channels for household linen. IPEA, l'Instititut de Prospectives et d'Etudes de l'Ameublement, provides data on the furniture market that gives the best and most recent possible approximation of the distribution of household linen.

There are a number of distributors of all ranges of household linen in France, including :

Department stores such as BHV or Galeries Lafayette (***); Food superstores (***); Specialized home furnishings stores (***).

over the last ten years, the household linen market has remained very traditional. It is divided between entry-level and high-end products. Supermarkets account for about half of sales, mail-order retailers (***). [***]

The chart below illustrates the breakdown of sales in the home furnishings sector (***).

We can see that, like the furniture market as a whole, furniture superstores are the main distribution channels (***). What differentiates household linen from other furniture is its distribution via food superstores rather than DIY superstores. Otherwise, sales through specialist stores are slightly lower for household linen than for furniture.

Breakdown of household linen sales by distribution channel France, ****, % Source: ****

On the other hand, online distribution of household linen, and more particularly bed linen, is experiencing a major boom (***) and stores. [***]

Main traditional players in the sector:

Faced ...

4.1 Overview of the different types of household linen

Household linen can be segmented into six product types:

Bed linen: sheets, comforter covers, pillowcases; Bedding: comforters, pillows, plaids, blankets, bedspreads, eiderdowns, etc. ; Bathroom linen: towels, gloves, bathrobes; Table linen: tablecloths, napkins; Kitchen linen: tea towels, hand towels; Textile decoration: upholstery fabrics, curtains, net curtains.

According to **** data, almost **% of the French household linen market is dedicated to bed linen and accessories, ahead of bathroom linen (***).

Share of household linen sales by product type France, ****, % Source: ****

Bed linen: the best-selling items in France

Consumers very frequently buy bed linen online. Consequently, it is possible to establish a panel of the best-selling bed linen items in France by searching for the best-selling bed linen items on Amazon. Prices vary according to two factors: the item's dimensions and its characteristics (***).

Top-selling bed linen itemsFrance, January ****

4.2 Rising producer and consumer prices

Prices in the household linen sector have risen sharply in recent years, due to higher production and raw material costs: the producer price index reached ***.* in March ****, based on ****.having reached its lowest point in January **** (***), the producer price index has risen by **% since then.

Linen producer price index for the French market France, ****-****, in index base *** **** Source: ****

Consumer prices for bed linen have remained relatively stable since ****.

Prices for table linen and toiletries, on the other hand, have risen slightly from year to year. The CPI for these products has therefore risen by *.*% between **** and ****.

Consumer price index for bed linen, table linen and bathroom linen France, ****-****, in index base *** **** Source: ****

4.3 High price differentials according to linen range

There are quite significant price differences depending on the product range (***): top-of-the-range linens are much more expensive than entry-level linens, due to their higher quality.

Example of bed linen

The Ooreka website allows you to compare the prices of entry-level bed linen with those of top-of-the-range bed linen. This comparison shows that top-of-the-range bed linen is between * and ** times more expensive than entry-level bed linen.

This is the segmentation given by the site:

Examples of household linen

Source: ****

4.4 Synthetic fibers are making steady progress, crushing traditional natural fibers

There are different types of linen fabrics. Fabric refers to the supple surface obtained by assembling interwoven and woven threads. The yarns themselves are produced from natural, synthetic or man-made fibers. Global production of textile fibers of all types reached *** million tons in ****, up *.*% on the previous year. [***]

Share of textile fibers in global production, by fiber type World, **** vs. ****, % [Fashion Network Source: ****

Natural fibers

They can be of plant origin (***).

Worldwide, **.* million tons of natural fibers are produced every year. The share of natural fibers in global textile fiber production has fallen sharply in recent years, from **% in **** to **% in ****, gradually being replaced by chemical fibers (***). [***] They remain the most expensive and upmarket, and have the advantage of being breathable, absorbent and antibacterial.

Historically, linens were woven from these fibers, notably hemp fibers.

Today, cotton fabrics are the most widespread: global cotton production is estimated at ** million tonnes in ****, representing **% of natural fibers and over **% of all textile fibers. [***]

Synthetic fibers

These fibers are produced by the chemical industry and are derived from petroleum. They represent **% of all textile fibers produced worldwide in ****, i.e. **.* million tons produced in ****. The share of synthetics in total textile fibers produced worldwide has ...

4.5 Zoom sur le linge de lit en lin

Le lin est un des tissus les plus populaires utilisés pour le linge de lit. C'est une plante cousine du chanvre qui permet de réaliser des tissus fins et légers, particulièrement agréables lorsqu’il fait chaud [***]. La France est réputée pour sa production de lin destiné à l'industrie textile. En effet, la superficie française des cultures destinées au lin fibre occupaient *** *** hectares en ***, ce qui représentait **% de la surface totale de culture de lin fibre en Europe. Entre **** et ****, les surfaces de lin fibres ont enregistré une augmentation significative de ***%. La production française s'élevait à *** *** tonnes de fibres de lin en ****. 

Le marché des fibres naturelles connaît une croissance, propulsée par un regain d'intérêt pour ces matériaux comparativement aux fibres synthétiques et artificielles. La crise sanitaire a agi à la fois comme un accélérateur et un amplificateur de cette tendance, qui était déjà en cours depuis une décennie. En France, ce secteur est en pleine réindustrialisation, un phénomène qui aurait été difficile à envisager il y a quelques années. Entre janvier et juillet ****, trois filatures de lin sont devenues ...

5.1 NAF nomenclature

The manufacture of home textiles is referenced by Insee under code **.**Z entitled "Manufacture of textile articles, except apparel".

It covers all the following items:

Articles made from all textile materials, including knitted fabrics: blankets and plaids, household linen (***), comforters, quilts, cushions, poufs, pillows, sleeping bags, etc... ; Textile furnishings: curtains, drapes, blinds, bedspreads, machine and furniture covers, tarpaulins, awnings and outdoor blinds;

Tents, textile camping equipment, boat sails, protective covers for cars, appliances or furniture, flags, banners, streamers and pennants, dust cloths, floor cloths, tea towels, life jackets, parachutes, etc.

5.2 World Customs Harmonized System

The Harmonized System is an international nomenclature for product classification. It enables participating countries to classify traded goods on a common basis for customs purposes. At international level, the Harmonized System (***) for the classification of goods is a six-digit code system. [***]

The HS comprises around *,*** item/product descriptions, which appear as headings and subheadings, divided into ** chapters, grouped into ** sections. The six digits can be divided into three parts. The first two digits (***).

The Harmonized System was introduced in **** and has been adopted by most countries worldwide. It has undergone several changes in product classification. These changes are called revisions and came into force in ****, ****, ****, **** and ****. Detailed changes to each HS nomenclature are available on the links below.

To compile the foreign trade statistics for this study, we have selected the following field: "**** Bed linen, table linen, bathroom linen and kitchen linen".

5.3 Regulatory framework

Like all textile products, household linen must comply with certain regulations in terms of :

Chemicals: the European Reach regulation defines the legislative framework for the use of chemicals. [***] Labeling: textile products must be labeled so that their fiber composition is known to the consumer, in accordance with regulation n°****/****.[***]

An investigation was carried out in **** by the DGCCRF regarding the quality and safety of household linen in France. Of the ** samples taken, **% were declared non-compliant due to a labeling defect (***) were found to be mechanically dangerous due to their cords, in accordance with standard NF EN ***** "Cords and drawstrings on children's clothing".

6.1 Segmentation

• Linvosges
• Fremaux-Delorme (Yves Delorme, Olivier Desforges)
• Descamps
• BHV Exploitation
• La Redoute AMPM
• Home Heritage Dodo Groupe
• Anne de Solène (Dodo Groupe)
• Blanche Porte
• Tisseray
• Carré Blanc
• Harmony Textile
• Vanderschooten
• O Linge de Maison
• Les 3 Suisses
• Alexandre Turpault
• Alinéa
• Beauvillé
• Becquet
• Blanc Cerise
• Blanc des Vosges
• Drouault (Groupe Dodo)
• Essix (Vanderschooten Groupe)
• Françoise Saget
• Garnier-Thiebaut
• H&M Groupe
• La fabrique hexagonale
• Le Jacquard français
• Le Monde Sauvage
• Linder
• Linge Mat
• Madura
• Simone et Georges
• Maison Thevenon
• Zara Home Espagne
• Jean Vier
• Lestra
• Tissages Denantes HDM Groupe
• Pyrenex
• Bonsoirs Home