Summary

The global children's furniture market has been experiencing substantial growth, with expectations of the market size reaching $42.2 billion in 2022 and a projected increase to $78.6 billion by 2030, growing at a CAGR of 8.1%. Asia Pacific currently leads the market in both value and volume, while Europe is tackling low birth rates by enacting policies to incentivize childbearing. In Italy, despite challenges such as a declining birth rate and the secondhand market, the children's furniture sector remains a significant part of the economy with an expected market size of $17.09 billion in 2024 and a forecasted growth to $2.6 billion by 2030 at a 3.23% CAGR. The Italian market is driven by increasing GDP per capita and urbanization, and it benefits from the country's reputation for high-quality furniture production. Notably, the Russian-Ukrainian conflict has impacted consumer and producer prices, with significant increases observed.

Italian Children's Furniture Market: Embracing Innovation Amidst Demographic Shifts

The children's furniture market in Italy is undergoing a transformative phase. Despite the sweeping challenges of a declining birth rate and a burgeoning secondhand market, key industry players are innovating to keep the market buoyant. Parents prioritizing safety continue to fuel demand, while the gradual rise in online sales challenges established retail norms. Within the geographical scope of the peninsula, the Northwest and South regions, particularly Lombardy and Campania, steer the demand, hosting between 10 and 20 percent of the country's births. As the demographics tilt, the 0-5 year age group emerges as the largest, with around 2 to 3 million children in Italy, marginally dominated by the male gender. The market acknowledges the advent of a shift from predominantly sole proprietorships towards a mix that includes limited liability companies accounting for nearly 30 percent. Coupled with a notable decline in sector-specific manufacturers by nearly 20 percent also indicates a consolidation waveform. The industry offers a mosaic of product types, from cribs and bassinets to desks and chairs, each meticulously crafted to cater to different age groups and functionalities. Increasingly popular are items blending MDF/HDF panels and solid wood, addressing the sustainability concerns while aligning with parents' heightened safety expectations. Market entrants extend across international borders, with notable names like IKEA from Sweden and Smallable from France, as well as native contenders like Bimbostore, creating a dynamic competitive landscape. IKEA, leading the charge, reports a turnover in Italy in the range of 1.5 to 2 billion euros, indicative of a strong consumer preference for established brands. The price spectrum for children's furniture varies, with cribs from brands like Chicco starting from just under 100 euros to upward of 450 euros, reflecting the market's breadth of offerings from entry-level to premium segments.
Regulations are stringent, with directives and standards such as CEN EN 1130: 2019 and UNI EN 716-1:2019 dictating the market's commitment to safety and quality. In addition, the Furniture Bonus - an incentive for purchasing furnishings and appliances post-renovation - elucidates the government's stance on stimulating related consumer spending.
Finally, formidable trends shaping the market include the rising chorus for bright, stimulating colors, multi-functional furniture adapting to spatial constraints, and the echo of sustainability in material and design choices. The Italian children's furniture market, thus, paints a picture of resilience.

Prominent Players Shaping the Landscape of the Children's Furniture

Market As we delve into the world of furniture designed for the younger members of our households, several key players emerge as influential forces within the children's furniture market. These companies bring a blend of style, innovation, safety, and convenience that cater to the nuanced needs of both parents and children. Here we provide an overview of some of the market's major brands and what they offer:

IKEA: Hailing from Sweden, IKEA is arguably one of the most well-known furniture retailers globally. The brand is recognized for offering an extensive array of children's furniture that is both functional and imaginative. IKEA's products are designed with the safety of toddlers in mind and often come with features such as convertible cribs that can grow with a child, beds with side rails to prevent falls, and whimsical storage solutions that make organizing fun.
Bimbostore: As an Italian staple in the children's furniture segment, Bimbostore stands out with its vast collection of baby and toddler furniture. Their portfolio includes not just cribs, changing tables, and beds but also boasts an assortment of accessories and furnishings that complement any child's room with practicality and style.
Prenatal: Originating from France, Prenatal has carved out a niche in the early childhood market. Apart from a range of maternity and baby care products, Prenatal's selection of children's furniture is noteworthy for its focus on combining comfort with convenience, providing new parents with elegant yet practical solutions for newborn care.
Maisons du Monde: Also from France, Maisons du Monde adds a splash of sophistication to the children's furniture market. Their offerings include a plethora of children's room decorations and furniture that are as unique as they are stylish, allowing parents to cultivate a space of creativity and charm for their little ones.
Leroy Merlin: While primarily known for its home improvement and DIY products, Leroy Merlin of France has expanded into the realm of children's furniture with a focus on pieces that aid in storage and organization. Their products cater to parents looking to maintain a tidy and safe play environment for their kids.
Bainba: Spain's entry into the children's furniture market comes with Bainba's inventive designs. Their catalog showcases a broad array of furniture such as Montessori-inspired beds and customizable storage solutions that add a personalized and creative flair to children's rooms.

the baby furniture market - Italy

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Last update : 17/01/2024

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Summary and extracts

1 Market Overview

1.1 Definition and presentation

The children's furniture market includes a number of items that can be classified into three main categories:

Rest: crib, bed, chairs, swaddling table, etc.
Storage: chest of drawers, wardrobes, toy storage, etc.
Safety and security: playpens, stair gates, etc.

The global market for children's furniture is expected to continue growing at a rate of 6 percent until 2027. Currently, Asia Pacific dominates the children's furniture market in terms of value and volume.

The growth of the market is supported by the increase in spending that parents choose to allocate to their children and the expansion of product offerings that continue to evolve. At the forefront we find the safety aspect, which is the main factor parents consider when they have to buy a product.

In Italy, the market has been challenged in recent years by many factors, including the declining birth rate and the purchase of secondhand products, which together are potentially an obstacle to future growth. Nevertheless, market players continue to seek innovative solutions to neutralize these downward factors.

The Italian children's furniture market is a mature and diverse market, characterized by strong competition between specialist retailers and supermarkets. Specialists are facing increasingly fierce competition and the threat of the arrival of "pure players" who are beginning to stand out.

Brand loyalty remains strong, and most parents say they prefer to purchase children's products directly from stores. This is indeed the most common distribution channel, although online sales are rapidly gaining ground and pose the greatest threat to traditional sales channels in the future.

2 Demand analysis

3 Market structure

4 Supply analysis

5 Regulations

6 Positioning of players

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Latest news

IKEA RETURNS TO MILAN DESIGN WEEK - 25/03/2024

**Event Date**: April 15 - 21
**Theme**: '1st', explores people's first experiences in setting up home.
**Location**: The Visconti Pavilion on Via Tortona, Milan
**Activity**: Space display including a store and newsstand, sale of limited edition products, presentation of the magazine 'Catalogue!!!' in collaboration with Dazed and Ikea.
**Special products**: 'Catalogue!!!', a magazine with archival pieces from the early 2000s.
**Restaurant**: Swedish restaurant with special 'Hotdog Extravaganza' menu.
**Entertainment**: Evening concerts with artists such as Burro Studio, Akeem, Ciao Italian Disco, Threes Production, and Slipmode.
**Collaborations**: Istituto Marangoni Milano - The School of Design for creative projects on the first house, support to The Glitch Camp of IED with donation of sleeping kits.

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. :

Ikea (Ikea Italia Retail s.r.l)

Bimbostore

Prenatal

Maisons du Monde

Leroy Merlin

Bainba

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