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Summary and extracts
1 Market Overview
1.1 Definition and presentation
Household linen includes fabric items intended for everyday use. Therefore, all of the following categories can be reported: bedding, bedding items, bath linens, table linens, and kitchen linens. After design became such a prominent component in the decoration of a home, the big players in the fashion industry started to supply the market with home decor items as well. Naturally, luxury linens are considered high-end products that can give homes a fashionable and eye-catching look.
The global luxury home linen market has been valued at $2.3 billion in 2020, and is expected to expand at a CAGR of 2.13% during 2017-2023.
Luxury home linens offer benefits such as increased comfort and higher quality, which are expected to be the main drivers of increased demand among customers. Europe accounted for the largest share of market revenue (nearly 40%) in 2017, and is expected to maintain its dominance in the future. Of course, the largest portion of this share is attributed to the Italian market, where a number of famous designers and luxury brands are meeting the demand for high-end home goods with a variety of possibilities. Thus, Italian companies including Frette or Gentili Mosconi , as well as Armani/Casa, Fendi Casa and Versace Home Collection account for nearly 63 percent of the European supply in the said market.
Of course, exports and online sales have boosted the market's development. On the one hand, Asia and Eastern markets are showing significant attractiveness for these product categories, so they are buying such goods mainly from Europe. On the other hand, the ability to buy all kinds of products online that customers need makes them buy more frequently, as they do not even have to go out and go to a specific store. As a result, there are huge growth opportunities for this market, although due to high prices, it remains affordable and accessible to only a small part of society.
1.2 The global market
The global linen market was estimated at $***.* billion in ****, it is one of the most profitable markets in the global textile industry [***]
Size of the household linen market World, ****-****, billion USD Source: ****
The Asia-Pacific region leads the market, and is much more developed than Europe and North America, in **** the ...
1.3 Italian home linen market
In the home textile market in Italy, what is driving the sector is the spread of the "home living" concept, that is, the pleasure of furnishing rooms in the home in such a way that they are cared for in every detail and almost have their own personality. However, Italians have ...
1.3 International trade
To analyze the state of international trade in household linen, we will use HS Code ****: bed, table, bath and kitchen linen. From the graph below, we can see that Italy is a net importer of household linen, as imports of these products have always been greater than exports.The figure can ...
1.5 Impact of Covid
One of the effects of the closures caused by the Covid-** emergency was definitely the rediscovery of spending time at home the consequent reassessment of the value of space and comfort in the home. During the closures, household activities also drove part of non-food purchases, a symptom that Italians used the ...
2 Demand analysis
2.1 Luxury in Italy
The luxury market is generally appreciated and purchased by a narrow niche of people willing to pay more money than the average person in order to own more exclusive products of higher materials and quality. it is useful, therefore, to see where the buyers of luxury goods are and who they ...
2.2 Sectors using luxury linens
In Italy, luxury whiteira brands, such as Jesurum, collaborate closely with other industries to make the end customer experience more exclusive and unique. The most important categories are:
In order to provide a better idea of what the sectors mentioned above may be worth, we provide below some data on the ...
2.3 New trends
Consumers of luxury products tend to be looking for new experiences. There are some trends that affect products and some new trends that affect the market in general.
source:Cegid
3 Market structure
3.1 Household linen market value chain
United Nations Environment Source: ****
Active players in each stage of the textile value chain are depicted in the image above, from fiber to finished products to distribution and sales. The household linen and textile upholstery value chain is an adaptation of the textile and apparel value chain, characterized by textile components ...
3.2 Leading Italian companies in the industry
There are different types of companies active in the luxury linen industry. There are large companies active in the sector, such as Frette, which are companies with a turnover of several tens of millions of euros, with hundreds of employees, and small luxury handicraft companies. Prices, although both companies work in ...
3.3 Luxury linens and Made in Italy brands
Numerous luxury brands have entered the home goods market, adding another dimension to their universe and reaching consumers in their homes. By creating smart partnerships and luxury houses have secured a real extension of their DNA, demonstrating that their craftsmanship goes beyond clothes and accessories.
Versace was one of the first ...
4 Supply analysis
4.1 Products
Household linen products can be divided into three major macro groups: table linen, bath linen, and bed linen.
4.2 Prices
Prices of luxury linen items may vary depending on brands, materials, and type of workmanship, but all are distinguished by their much higher price than the same item but not luxury. Below we compare the prices of home linen items from a luxury brand (***).
Source: ****
The price of home linens is ...
4.3 Supply trends
Textile companies are seeking to offer natural materials, the production of which is environmentally friendly, in order to meet the growing concerns of consumers sensitive to sustainability issues. it is highly likely that this trend will characterize future collections and could lead to a close association between the textile and agricultural ...
5 Regulations
5.1 Regulations
Luxury bainery manufacturers follow the same laws as regular household linen manufacturers, both being part of the textile products category.
Textile products are defined as all products which, in their raw, semi-finished, processed, semi-finished, semi-made-up state, are composed exclusively of textile fibers, whatever the mixing or joining process used.
The following ...
6 Positioning of actors
6.1 Segmentation
- Frette
- Gentili Mosconi
- Rubelli
- Gianni Versace
- Jesurum
- Once Milano
- Diesel
- Quagliotti 1933
List of charts presented in this market study
- Size of the household linen market
- Breakdown of household linen sales, by product type
- World market value luxury home linens
- Evolution of realized production of household linen fabrics
- Size of the household linen market, by product category
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the luxury household linen market | Italy
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