Summary of our market study

As of 2020, the baby furniture market is a mature and competitive sector with a focus on innovation, safety, and eco-friendliness. The global market is on an upward trajectory, forecasted to expand from $107.54 billion to an anticipated $171.40 billion by 2027. Europe holds a significant market share with France experiencing challenges such as a declining birth rate and the surge in second-hand product purchases, yet still shows an expenditure increase in household equipment, hinting at potential for growth in baby furniture.

France's Baby Furniture Market: Evolving Needs, Shrinking Demographics, and the Rise of E-commerce

The baby furniture market in France is underpinned by a shifting landscape where evolving consumer preferences and demographic changes shape demand. Despite a global rise in the baby furniture sector, France faces unique challenges. The declining birth rate, currently sitting at around 11.8 per thousand, and the growing prevalence of second-hand purchases serve as headwinds against market expansion. However, innovation and the pivot toward premium, high-end products show a potential path for resilience and growth within the industry. Consumers in France allocate approximately a quarter of their childcare budget, or over 25%, to furniture, reflecting the essential nature of these products for new families.

However, spending tends to decrease significantly after the first child, suggesting the importance for market players to capture the attention of new or expecting parents. A particular trend is the noted high priory given to high chairs and beds, indicating a specific demand within the furniture segment. The internal market, albeit challenging, still presents substantial revenue opportunities. The baby furniture sector in France, part of the larger household equipment market, has seen expenditure increase from around 14.6 to between 16 and 17 billion euros in just a few years, indicating a willingness amongst consumers to invest in high-quality products for their children. Despite a contraction due to lower birth rates, with the market size shrinking by several million euros, opportunities for growth remain, especially through the increase of high-end offerings.

E-commerce is swiftly cementing its place as the future of retail in France, especially in the baby furniture market. The under-35 parent demographic is leading the charge towards online shopping, with over 80% of individuals between 15 to 44 years old engaging in e-commerce. Furniture constitutes around 31% of children's products bought online, showcasing a considerable market segment ripe for further expansion. The second-hand market is another growing trend, with close to 80% of parents opting for used items, a substantial increase from previous years.

Though traditional sales channels still dominate, accounting for over 75% of transactions, digital platforms are steadily encroaching, representing about 10% of sales. In response to these shifts, baby furniture brands in France are diversifying their strategies. Internationalization efforts, particularly in the growing Chinese market, and local production focusing on 'Made in France' items, cater to new consumer demands for quality and sustainability.  Regulations remain stringent, ensuring product safety and consumer well-being. 

Key Players Shaping the French Baby Furniture Market Landscape

As we explore the dynamic French baby furniture market, we encounter both established local champions and international giants, each contributing in their own way to the industry's growth and development. The diversity and strategies of these key players are essential to understanding the market's present state and its future direction.

  •  Local Leaders Catering to French Tastes and Trends : 

    • Aubert sits prominently among the local actors, catering specifically to the French market. With a history stretching back over 60 years, Aubert has built a solid reputation by offering a wide range of baby furniture and accessories. Known for their quality and safety, Aubert's products resonate with French parents seeking reliable and tested solutions for their little ones.

    • Baby9, another significant local player, operates a network of stores across France dedicated to baby equipment. They offer a comprehensive selection of baby furniture, from cribs and changing tables to high chairs, all with a focus on value and quality.

    • Natalys stands out for its boutique approach, targeting the premium segment of the market. Their emphasis on high-end design and quality materials appeals to discerning parents looking for stylish and durable furnishings for their children's nurseries.

  • Specialists Turning Play Into Profit  - Diving into the world of toys and child development, we find Wesco, originally a French company, that has garnered international acclaim. Wesco's product range extends beyond mere toys to educational materials and furniture, contributing to a stimulating and safe environment for children's growth. Lego, the Danish powerhouse, may not be a traditional furniture brand, yet its influence on the children's market is undeniable. Their creative and interactive approach to toys has a knock-on effect on how children's spaces are organized and furnished, underscoring the importance of play in furniture design.

  • Thriving in the Age of Resale - With the rise of environmentally conscious and budget-aware consumers, second-hand markets have flourished. LeBonCoin has become a go-to platform for parents in France looking for quality baby furniture at more affordable prices, contributing to the circular economy.

  • E-Commerce Pioneers - Pushing the Boundaries Allobébé is a prime example of a "pure player" in distribution, operating solely online. Their digital strategy enables them to offer a vast selection of baby furniture and accessories, often at more competitive prices than brick-and-mortar stores. Cdiscount, one of France's leading e-commerce websites, offers a wide range of products.
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  • Number of pages : ~ 40 pages
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  • Last update : 09/02/2021
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Summary and extracts

1 Market Summary

1.1 Presentation

The market for baby furniture in France includes a number of items that can be classified into three main categories

  • Repos (bed, chest of drawers, wardrobe, sleeping bag, pacifiers)
  • Toys (cuddly toys, rugs, porch, baby couch...)
  • Safety and security (Stair gates, baby monitors, playpen...)

All over the world, baby furniture is growing because parents want (and can) spend more on their children, and the product offering continues to evolve. At the forefront of baby furniture is the safety aspect, which is an integral part of every product sold

In France, the market was disrupted by a number of factors, including the drop in the birth rate in France and the purchase of second-hand products Taken together, these aspects will be an impediment to future growth. Nevertheless, players continue to seek innovative solutions to prosper

The baby furniture market is a mature and diversified market, characterised by strong competition between specialised distributors and supermarkets Specialists are faced with increased competition as well as a threat related to the arrival of "pure players" who are starting to stand out. Brand loyalty remains strong and most parents say they prefer to buy their baby products directly from the stores. This is indeed the most common distribution channel, although online sales are rapidly gaining ground, and poses the greatest threat to traditional sales channels in the future

List of charts presented in this market study

  • Taille du marché mondial du mobilier pour bébés
  • Répartition du budget consacré aux équipements de garde d'enfants par enfant, par type de produit
  • Quels sont les produits qui figurent sur votre liste de naissance ?
  • Taille du marché de l'ameublement
  • Taille du marché du mobilier pour bébés
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Latest news

LDLCroissance returns to growth - 26/10/2023
  • The LDLC Group saw its sales fall by -17% last year.
  • Group sales came to €266.9M for the six months to the end of September, an increase of 5.1% (and +9.7% for the second quarter alone).
  • Sales growth of 7.4% in the LDLC Group's consumer business, to €178.6 million.
  • L'Armoire de Bébé, the Group's childcare brand, posted a 3.4% increase in half-year sales, to €4.6 million.
Ikea builds two logistics centers in France - 29/05/2023
  • Construction of two logistics centers in Toulouse (opening in 2023) and Limay (opening in 2026)
  • Investment of 1.2 billion euros between 2023 and 2026
  • Ikea has 5 logistics centers and 36 stores in France
  • Ikea sales in France in 2022: 3.28 billion euros
Four-day week: IT company LDLC leads the way | LDLC and the 4-day week - 07/04/2023
  • Date LDLC founded: 1996
  • Number of LDLC employees: over 1,000
  • Adoption of four-day week: since 2020
  • Total working hours per week after switch to four-day week: 32 hours
  • Sales for fiscal year 2021-2022: 700 million euros
  • Number of stores in France: 80
The LDLC Group inaugurates its first "L'Armoire de Bébé" store in Paris. - 20/02/2023
  • Sales down 24% for the LDLC group in the first half of its 2022-2023 financial year
  • Born on the internet in 2015, l'Armoire de Bébé is the LDLC group's childcare brand.
  • After launching in out-of-town stores with an original concept of giant pieces of furniture that put adults at children's height
  • L'Armoire de Bébé launched in September 2021 its "city" format dedicated to city centers.
LDLC reaches 80 stores in France - 14/12/2022
  • LDLC, the high-tech and IT specialist, now has 80 stores in France
  • Objective of opening 10 new stores by 2022
  • Sales down since January 2021 (-23.9% of sales for the first six months of 2022 versus the first half of 2021)
Laurent Minaud leaves Autour de Bébé - 04/10/2022
  • Autour de Bébé has 105 sales outlets
  • sales of 120 million euros
  • Growth of 35% in sales and 40% in margins by 2020

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Allo bébé
Ikea France
Wesco
LDLC Groupe
Autour de Bébé
Bébé 9
Bébé Confort
Chambrekids

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