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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.

The global market

The global market size for children's furniture has been estimated at $**.* billion in ****. It is estimated to reach $**.* billion by ****, with a CAGR of*.*% during the forecast period. The market will be strongly influenced by rising birth rates and increasing disposable income of parents.

Value of the global market for children's ...

1.3 The local market

The Italian home furniture market (***). The size of the Italian home furniture market is estimated at $**.** billion in **** and is expected to reach $*.* billion by ****, with a CAGR of *.**%. The average revenue index of the Italian mobile market was ***.* in ****. The furniture sector is crucial to the Italian economy. Italy is ...

1.4 The foreign market

In the household furniture sector, exports have consistently exceeded imports, showing sustained growth. However, in the period between **** and ****, there was a *.* percent decrease in exports. importantly, the value of imports is significantly lower than that of exports, with a **.* percent reduction in the period between **** and ****. These data reflect significant ...

1.5 Impact of the conflict between Russia and Ukraine

The Russian-Ukrainian conflict has had a significant impact on the bedroom furniture market, evidenced by a significant growth in consumer prices. From January **** to November ****, there was an increase of **.* points, corresponding to a rate of **.* percent.

Consumer price index - bedroom furniture Italy, ****-****, base ****=*** (***) Istat

Consumer prices are directly ...

2 Demand analysis

2.1 Births as a leading indicator of demand

This market is strongly influenced by certain demographic and income characteristics that need to be taken into account. The birth rate is the main driver of demand in the sector, since from **** to **** it is slightly decreasing (***). The main reason for this is the increasing difficulties young Italians face in finding ...

2.2 Geographical distribution of demand

Regarding the geographical distribution of demand, again taking the number of births as the main indicator of its volume, the following table appears:

As the map shows, the highest percentages of births in **** were recorded in the Northwest and the South of the peninsula. In particular, the Lombardy region accounted for ...

2.3 Age and gender of children in Italy

The analysis of children's age groups and gender is necessary to be able to offer more personalized products to consumers. In ****, it is inferred that the largest age group is children *-* years old, consisting of *.* million children. This is followed by the *-** years and **-** years age groups.

Age ...

3 Market structure

3.1 Market structure and dynamics

In terms of active enterprises in the sector, it can be seen that from **** to **** there was a significant reduction of **.* percent in manufacturers of specific furniture (***) recorded the lowest value of the last five years taken into consideration.

Active enterprises in the sector (***) Italy, ****-****, in thousands Istat

In the ...

3.2 Value Chain

The children's furniture market includes several sections, each focusing on specific aspects of children's needs:

Sleeping section: this includes cribs, beds, chairs and changing tables. Furniture is designed to provide the comfort and support needed while babies are resting. Cribs are essential for infants, while beds for older children are often ...

3.3 Distribution channels

Furniture distribution in Italy is possible through three channels: direct sales, despecialized distribution, and specialized distribution. In recent years, the online channel is also playing a key role in the market under analysis.

3.4 Main actors

The following is an overview of the major players operating in the sector taken under analysis:

IKEA: IKEA is famous for its wide range of children's furniture, including tables, chairs, beds, and more, designed to be safe, functional, and appropriate for the energy of toddlers. Bimbostore: This store offers a wide ...

4 Supply analysis

4.1 Type of Offering

Children's furniture is divided into several categories, each designed to meet the specific needs of children at various stages of their growth. Some of the main types of products available in the Italian market are: a

Cribs and bassinets: these include cribs for infants, cribs with sides for toddlers and beds ...

4.2 Prices

The following are prices for some types of furniture used in furnishing bedrooms for infants and children:



Changing tables


4.3 New supply trends

A child's room tends to have several areas with varied functions among them: play, study, rest,... For these reasons, it is essential to know the new trends that dominate the offerings in this area.

Trending colors for children's bedrooms

Experts predict the popularity of bright colors, without setting a particular standard. ...

5 Regulations

5.1 Rules and regulations

Directive ****/**/EC: on general product safety.

Standard CEN EN ****: ****: establishes safety requirements for children's cribs.

Standard UNI EN *****:****: defines the safety requirements for seating in children's furniture.

Standard UNI EN ***-*:****: specifies safety requirements for children's beds for domestic use with an internal length greater than *** mm but not greater than ...

5.2 Furniture bonus

The furniture bonus is an Irpef deduction of ** percent for the purchase of furniture and large household appliances intended to furnish a property that has undergone building renovation. The deduction is to be calculated on a maximum amount of *,*** euros for **** and *,*** euros for ****.

To take advantage of the deduction on ...

6 Positioning of players

6.1 Segmentation

  • Ikea (Ikea Italia Retail s.r.l)
  • Bimbostore
  • Prenatal
  • Maisons du Monde
  • Leroy Merlin
  • Bainba
  • Smallable

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Latest news

  • **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)
Maisons du Monde
Leroy Merlin

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the baby furniture market | Italy

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