The decoration market is based on many sub-segments that make it possible to embellish the interior of a home. This means that the market is driven by furniture manufacturers, but also by lighting designers or painters, for example.
The decoration market is a significant market that generates between 16 and 24 billion euros of turnover per year in France, with an average annual growth rate of between 3% and 5%). Supported by many television programmes, decoration has become a very strong trend among French people, who willingly devote a large part of their budget to interior design.
Brands positioned in the household sector such as Ikea, Alinea or GSB and Jardineries account for 55% of the market (source: Les echos.fr).
Therefore, there is strong competition between these major players. In addition, many small inner-city shops sell decorative products. However, turnover is still relatively large for these companies.
The decoration market is a trendy market. Large chains invest a lot of money to create new concepts and set trends. Other much smaller companies, such as Label'Tour for example, rely on best-sellers to establish themselves in all the decoration stores. Finally, digitalization weighs on the market since it already represents more than 15% of purchases. A digital strategy is implemented by all players in the sector.
The market is a fashion market where external constraint are relatively low but where product rotation is high.
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