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The interior decoration market - Germany

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Number of pages : ~ 40 pages
Format : Digital and PDF versions
Last update : 23/06/2023

Summary and extracts

1 Synthèse du marché

1.1 Introduction

The home design market includes many different products with which we can decorate our home, such as:

Furniture
Lights
Carpets
Textiles
Accessories

This market gathers a wide range of items of different assortments, which are used to decorate the interiors of homes.

The annual growth of this market is 3.5% on a global scale. The global brands are therefore battling to gain new market shares. Consequently, they are all trying to follow the last Trends closely to be able to market the widest range of products. These developments affect specific aspects of these products especially:

The assortment & the price,
The design,
The customer experience (at the time of purchase).

The German home design market is also growing. German consumers are very concerned about the quality of the products they buy, and they prefer sustainable and environmentally friendly materials. The better-off consumers may step aside from the purchase of big international brands' products to consume locally-made decorative items instead. Those are made with refined and less environmentally harmful materials such as solid wood.

Big brands like Ikea and Höffner are big players in the German market. They can offer high-quality products at affordable prices, which gives them an edge over the competition. On the other hand, new companies like Westwing have made a niche for themselves thanks to an innovative online shopping experience.

Ultimately, sustainable and environmentally friendly products at a reasonable price are most sought after than anything else in the home design market in Germany. Since the Covid19 pandemic, online retail has evolved significantly. This has changed the consumption habits of German customers, who are now primarily looking for a premium shopping experience and fast delivery services.

2 Analyse de la demande

3 Structure du marché

4 Analyse de l'offre

5 Règlementation

6 Positionnement des acteurs

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