The luxury household linen market - United Kingdom

1.2 A growing global high-end market

The global linen market is valued at $***.* billion in ****, and is expected to reach $***.** billion by ****. 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: ****

Asia-Pacific is emerging as the market leader, far ahead of Europe and North America: the Asian market accounted for **.*% of market share in **** (***), compared with just $**.* billion for the Old Continent.

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.

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

The specificities of the high-end segment

It is difficult to establish the size of the global high-end linen market.

Nevertheless, ...

1.3 The UK market

As we saw in the previous section, Europe accounted for around **% of the global bed linen market. However, according to Globenewswire, the UK accounts for **% of European bed linen consumption. We had also seen that this is the largest segment of the overall linen market, which allows us to hypothesize that the UK represents **% of the European linen market, and therefore around *% of the global market (***).

If we extrapolate this share to the luxury segment, we can estimate the UK market on the basis of our estimate of the world market for high-end bedding.

Finally, we also saw in the previous section that bedding accounts for **.*% of the global linen market. If we assume that this share is the same for the UK market, we arrive at the following estimate of the UK market for high-end linens.

UK high-end household linen market United Kingdom, ****-****, in millions USD Source: ****

1.4 International trade

The following graph shows that the UK is a major importer of household linen, with the annual volume of exports well below that of imports.

Despite a sharp drop in imports in ****, **** was marked by a higher volume of imports than in the years preceding the health crisis, with a decline in exports.

UK imports and exports of household linen United Kingdom, ****-****, in billion USD Source: ****

Interestingly, the majority of these imports come from Asia, with Pakistan accounting for almost half.

Major beneficiaries of British linen imports United Kingdom, ****, in percent Source: ****

It can also be seen that bed linen accounted for over **% of these imports in ****.

Breakdown of UK household linen imports by category United Kingdom, ****, in percent Source: ****

2.1 Observing household spending in the UK

The Office for National Statistics lists household linen in the category of household goods and services. Household textiles account for less than *% of weekly household expenditure in the UK.

Average weekly expenditure by British households on household goods and services United Kingdom, ****, in percent Source: ****

Trend in total weekly household linen expenditure in the UK United Kingdom, ****-****, £ million Source: ****

2.2 British preferences

It is possible to analyze British preferences in terms of household linen by looking at the details of British imports.

As we saw in section *.*, bed linen accounts for the majority of these imports, which are mainly made up of bedding in cotton or man-made fibers.

Bed linen materials imported by the UK United Kingdom, ****, in percent Source: ****

It is also possible to observe that this bedding breaks down fairly evenly between printed and unprinted linen, while knitted or crocheted linen remains in the minority.

Breakdown of bedding imported by the UK United Kingdom, ****, in percent Source: ****

However, a not inconsiderable share of imports concerns bathroom and kitchen linen. Terrycloths are in the minority.

Breakdown of toilet and kitchen linen imported by the United Kingdom United Kingdom, ****, in percent Source: ****

2.3 Hotels: a key driver of demand

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.

Growth of the UK hotel industry

while the British hotel industry has been severely affected by the health crisis, it is possible to assess the development of hotel activity in the following cities by observing the volume of rooms under construction. London, Manchester and Glasgow, for example, are likely to see a further increase in the dynamism of their hotel business.

Development of the UK hotel industry United Kingdom, ****, in units Source: ****

2.4 The importance of well-being at home amplified by the health crisis

The British household linen market is linked to the interior decoration market, which has undergone changes partly due to the health crisis.

By the end of ****, almost a year after the start of the crisis, the following trends were already observable, mainly linked to the fact that the population as a whole was forced into isolation within their homes.

Firstly, consumers have increasingly turned to online sales. The British consumer has a pronounced taste for online commerce.

The following chart shows the evolution of the proportion of online sales in total UK retail. There has been a steady increase since ****, with a sharp rise of **% in the first half of **** corresponding to the start of the health crisis. After peaking in the first half of ****, the proportion of online sales fell back, no doubt due to the gradual reopening of physical stores.

Trend in online share of UK retail sales United Kingdom, ****-****, in percent Source: ****

Other trends linked to successive confinements are observable. Consumers are logically spending more time at home, and are therefore looking for entertainment and comfort within their homes. As a result, they are more inclined to renovate or redecorate their homes, which represents a major opportunity ...

3.1 Key market players

Bedding is the heart of the household linen market, and the high-end segment is dominated by players who are often long-established and internationally recognized for their expertise, and who are mostly from France or Italy. The following list provides an overview:

Frette Jesurum D. Porthault Venice Home Collection Gayle Warwick Yves Delorme Hedonique-Istanbul

The majority of these players don't just offer bedding, but a general range of home textiles, including bathroom linen, kitchen linen and decorative textiles.

British players such as Peter Reed and Heirlooms offer bespoke bedding.

As for bathroom linen, the majority of top-of-the-range towels come from Portugal, which boasts internationally recognized expertise. Indeed, Portuguese textile workers are craftsmen, many of whom perpetuate a heritage of know-how that often runs in the family. The majority of Portugal's *,*** textile companies are small and medium-sized enterprises.

Towels are internationally renowned for their intense hues, reflecting the vibrant tones of the sea, sky and land of the Iberian Peninsula. The "Made in Portugal" label is therefore synonymous with quality and luxury. The link with the British market is made through larger players, of which the following list gives an overview, and which can be found in British stores such as Harrods:

Abyss Graccioza Matouk Sferra Peacock ...

3.2 Materials and fabrics used in high-end bedding

Materials

Cotton is the oldest and most widely used natural fiber. It is grown in the tropical and subtropical regions of North, Central and South America, Egypt and India. Cotton fiber, composed mainly of cellulose, grows around the plant's seeds and is harvested for spinning into yarn. The highly durable nature of this fiber, combined with its ability to absorb moisture, gives the material a breathable quality that makes it very interesting for bedding. Cotton is also naturally hypoallergenic and therefore unlikely to cause irritation or itching. The length of cotton fibers plays an important role in the material's feel and performance. In short-staple cotton, the fibers end at the surface of the fabric. This type of cotton therefore tends to be rougher to the touch, but absorbs more moisture. Long-staple cotton, on the other hand, is often soft and smooth to the touch, thanks to the tensile strength of its fibers and the fact that they can be combed before spinning.

Linen is more expensive than cotton. It is often used in the manufacture of finer textiles. The material is made from the fibers of the flax plant, which is native to Europe. The fibers are collected from the bast ...

3.3 Materials and fabrics used for high-end towels

Materials

Luxury bath towels are mostly made from natural fabrics: cotton, bamboo, other plant fibers or even wool. In addition to being naturally absorbent, these fabrics are generally durable and environmentally friendly, unlike towels made from polyester or petroleum-derived microfibers.

Cotton is by far the most popular fabric for bath towels, as it is absorbent, hard-wearing and retains dyes and colors perfectly. Luxury towels are mainly made from Egyptian and Pima cotton.

Egyptian cotton is often considered the finest. It is grown in specific conditions of heat, sun and humidity. Egyptian cotton is always hand-harvested, and its fiber, or "staple fiber", is longer, stronger and more durable than cotton grown elsewhere. Egyptian cotton is available as long staple (***). Either way, it's a luxurious, soft and absorbent towel. A special type of Egyptian cotton, called Giza, is grown only in the Nile Valley. Giza cotton fibers are very fine, which not only makes them soft and absorbent, but also enables them to retain the colors of the towels.

Pima cotton is also used in luxury bath towels. Grown in the western and south-western United States, Pima cotton is sold under the brand name "Supima" and represents less than *% of all cotton grown ...

3.4 Growth in synthetic 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 ****. [***]

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

We've already talked about natural fibers, but it's also worth mentioning other types of fiber, even if their use is still in the minority in the high-end segment of the linen market.

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 risen sharply in recent years, from just **% in ****. [***]

This boom is due to their low cost and ease of maintenance. The most widespread synthetic fiber is polyester, which accounts for **% of synthetic fibers and over **% of all textile fibers. [***]

However, synthetic fibers are particularly harmful to the environment, as they can be recycled very little, consume a lot of water and release toxic emissions into the air.

Man-made ...

4.1 Offer typology

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.

As we have seen from our study of demand, the majority of the UK household linen market is devoted to bed linen, which is offered in the following sizes:

Single Double King Super King Emperor

The table below details the exact measurements for the various items.

Source: ****

When it comes to bath towels, we offer a range of different "grams per square meter" (***) values. GSM relates to a towel's absorbency, feel and performance. In the case of cotton towels, the typical range is between *** and *** GSM. Towels with a higher GSM will be heavier, softer and more absorbent. Fine Linen and Bath describes the following breakdown:

*** to *** GSM: light, thinner, quick-drying towel, *** to *** GSM: medium-weight towel, soft and absorbent, ideal for bathing or the beach, *** to *** GSM: heavy-weight towel, very soft and absorbent.

Source: ****

4.2 Price overview

Data from the Office for National Statistics allow us to observe the evolution of consumer price indices in the UK for household linen. Compared with general UK inflation, linen prices have risen less sharply, and even fell in some years of the previous decade.

UK consumer price index for household linen United Kingdom, ****-****, base *** **** Source: ****

If we focus on these more recent quarterly indices, we see stable prices until ****, and a more significant increase in prices from the last quarter of ****.

UK Consumer Price Index United Kingdom, ****-****, in index **** = *** Source: ****

Taking the example of bedding again, which accounts for the majority of the UK linen market, prices vary according to item size, but the following list provides an overview of prevailing prices for the different categories of luxury items:

Pillowcases ** x ** cm: £** to £** ** x ** cm: £** to £*** ** x ** cm: £*** to £*** Fitted sheets Single: £*** to £*** Double: £** to *** King: £*** to £*** Super King : £*** to £*** Flat sheets Single: £*** to £*** Double: £*** to £*** King: £*** to £*** Super King: £*** to £**** Comforter covers Single: £*** to £*** Double: £*** to £*** King: £*** to £**** Super King: £*** to £**** Bedspreads Double: £*** Super King: £*** to £****

Source: ****

5.1 Anti-inflammation standards

The relevant British Standard covering the ignition resistance of mattresses, mattress pads, divans and box springs is BS ****:****+A*:****.BS **** defines a mattress protector (***), pillowcases, curtains or carpets. However, it is important to note that these products are covered by the General Product Safety Regulations ****, under which it is an offence to supply dangerous products: "No producer shall place a product on the market unless it is a safe product." [***]

6.1 Segmentation

• Peter Reed
• Heirlooms
• Abyss & Habidecor
• Graccioza
• Harrods