The global garden furniture market experienced notable trends and growth starting from 2020, with a significant impact from the COVID-19 pandemic, as more consumers turned to enhancing their outdoor living spaces during confinement periods. This shift in consumer behavior led to an estimated growth of around 20% higher for the market, with a strong trend towards online purchases, evidenced by the doubling of e-commerce sales, and a continued expectation for growth. Italy, a major player in this market, with a strong tradition in manufacturing and appreciation for furniture design, saw its garden furniture sector grow in line with these global trends. Despite the lack of precise figures for 2020-onwards, based on previous patterns, Italy’s garden furniture market was valued at approximately €437.5 million, indicating a likely increase in value and reflecting Italians’ affinity for outdoor furniture, as around 88% of households have some form of outdoor living space.

Rising Interest and Investment in Outdoor Living Spaces Fuel Demand in Italy's Garden Furniture Market

In recent years, Italy has displayed a significant interest in outdoor living spaces, which has spurred demand in the garden furniture market. Recognizing the Italian flair for design as well as their penchant for home ownership—with a noteworthy 72% of the population owning a residential property—there's been an evident shift towards making outdoor areas such as gardens, balconies, and terraces not only functional but aesthetically pleasing. The steady growth of the Italian market, with an estimated annual expenditure on garden furniture of between 7.3 euros per person per year, underlines the value Italians place on their outdoor spaces. This segment of the market is approximately between 425 and 450 million euros, which, while modest in comparison to the global market, signals a strong niche industry within Italy that capitalizes on the country's love for comfortable and well-designed outdoor furnishings. Consumer spending trends indicate that tables, chairs, and benches are the most popular garden furniture items, comprising about 65% of total sales. This suggests that Italians prioritize spaces for socialization and relaxation in their outdoors. Moreover, the attention to materials—with wood, plastic, and metal being the primary choices—reflects a dual concern for aesthetic and durability, particularly in a country diverse in climate and seasons.

The landscape of the garden furniture market in Italy reveals a multi-faceted distribution channel. Non-specialized stores, such as supermarkets and DIY stores, account for 31% of the distribution, followed by furniture manufacturing chains (21%), garden centres (9%), and individual independent stores (over a third). E-commerce, an evolving channel within this market, now makes up 7% of sales, highlighting a growing preference for online purchasing. Interestingly, second-hand marketplaces for garden furniture, both online and through retail outlets like IKEA and Leroy Merlin, indicate a healthy recycling culture that benefits cost-conscious consumers while providing an avenue for the market's growth. In a country where outdoor residential spaces are ubiquitous, with 88% of households owning a garden, terrace, or balcony, the potential for expanding the garden furniture market is substantial. Furthermore, Italy's commendable position among European countries for household expenditure on furniture further underscores the robustness of the domestic market for both indoor and outdoor furniture pieces. The thriving trade in garden furniture mirrors a larger Italian lifestyle trend that seamlessly blends indoor comfort with outdoor living, a reflection of the country's Mediterranean heritage that cherishes social life in natural surroundings.

Key Market Players in the Italian Garden Furniture Industry

The Italian garden furniture market is rich with a variety of players, each bringing unique contributions to the field. From big-name furniture manufacturers with a diversified product range to specialist companies that focus specifically on outdoor furnishings, the market is both competitive and vibrant. Below is an overview of some of the most significant companies in the Italian garden furniture landscape.

Major Furniture Manufacturers 

  • Ikea Italia: Globally renowned for its flat-pack furniture solutions, Ikea Italia is crucial in the Italian market. Although not exclusively outdoor-focused, it does offer an extensive selection of garden furniture that remains popular due to its affordable prices and modern design. 
  • Iris: Iris commands a significant presence in the Italian furniture scene with a broad catalog that includes items suitable for garden settings. 
  • Design Holding: This umbrella brand encompasses several high-end design companies, offering sophisticated options for those looking to elevate their outdoor spaces with stylish garden furniture.
  • Poltronesofà: Known mainly for its indoor options, Poltronesofà also extends its line of comfort-oriented furniture to the garden realm, offering plush seating suitable for alfresco relaxation.
  • Natuzzi: As a respected brand in the furniture sector, Natuzzi provides luxurious garden furniture options that bring indoor elegance outside.
  • Lifestyle Design: With a focus on modern and chic furniture, Lifestyle Design's products can enhance any garden with a touch of contemporary flair.
  • Scavolini: Originally recognized for its kitchen solutions, Scavolini also offers outdoor furniture, allowing homeowners to create seamless transitions from indoor to outdoor living spaces.

Outdoor Furniture Specialists

  • Nardi: Leading the segment of outdoor furniture specialists, Nardi's range is reputable for its durability and design, catering to outdoor spaces with a variety of functional and attractive pieces.
  • Paola Lenti: Paola Lenti is synonymous with premium garden furniture, offering high-quality, design-forward options for those seeking genuine statement pieces for their outdoor areas.
  • EMU: EMU's strengths lie in its craftsmanship and history, producing metal garden furniture that is both elegant and enduring.
  • Talenti: An up-and-coming brand in outdoor luxury, Talenti designs modern garden furniture with an eye for sophistication and comfort.
  • Roday: This company rounds out the list with its functional and well-crafted garden furniture, providing reliable choices for outdoor settings.
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  • Number of pages : 30 pages
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  • Last update : 20/03/2021
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Summary and extracts

1 Market overview

1.1 Definition and scope of study

The garden furniture market covers the entire range of outdoor furniture: garden chairs, garden sheds, but also lamps, tables and big appliances.

The market, in global stagnation for five years, is mainly characterized by the level of renovations, replacement purchases are more important than original equipment purchases. Because of the very long life of the furniture, brands therefore rely on three factors to increase their sales: fashion and design effects, the construction of new homes and the mobility of the population.

The furniture sector is very healthy in Italy, being one of the world's top exporters. The garden furniture market has been steadily growing since the turn of the decade and is currently valued between 425 and 450 million euros. It is driven by consumer attention to outdoor furniture but remains strongly influenced by its seasonality and economic cycles as a whole. Although demand remains linked to these exogenous factors, a new trend is taking hold: last minute purchases. Contrary to what one might think, the buying habits of these products - often associated with an important and thought out investment - can represent an impulsive expenditure.

In the meantime, the supply side is attempting to stimulate purchasing decisions with a greater frequency in innovation, translating in an increasing attention paid to design and manufacturing materials. To date, there are a few thousand companies active in the production of garden items, whose survival is questioned by a progressively more competitive climate. In fact, the market is characterized by intense competition between the various distribution channels, such as large furniture manufacturers, outdoor furniture specialists, supermarkets, DIY stores, large gardening centres and classic furniture stores now have to cope with the remarkable growth of e-commerce.

The advent of the COVID-19 pandemic was beneficial to this market. With people spending more time at home, they turned to furnishing, decorating and rendering their outdoor living spaces more comfortable and welcoming.

1.2 Steady growth for the global market

The global outdoor furniture market is estimated to be worth approximately **.* billion dollars for the year ****. Growth forecasts provided by Grand View Research give a compound annual growth rate of *% over the period ****-****. Furniture made of wood accounts for approximately two thirds of the total furniture stock. This is far ...

1.3 The growing Italian market

There are no precise figures that delineate the true size of the garden furniture market in Italy. This is because garden furniture falls under the broader category of “outdoor furniture, decorations and gardening”, but also under that of furniture. The former market naturally includes garden furniture but also any element which ...

1.4 Imports & exports

Garden furniture is a sub-category of outdoor furniture, which in turn is a sub-category of furniture in general. Furniture manufacturers don't usually specialise in terms of outdoor or indoor furniture but rather types of furniture (***). Since this is the case it is difficult to identify the precise trade flows in and ...

1.5 The impact of COVID-19

**** was the year that marked a shift in the garden furniture market. Previously considered end-of-spring and summer-time accessories, in **** garden furniture became a year-round hot topic. For people with gardens, terraces, balconies and external spaces, the months of confinement truly blurred the lines between indoor and outdoor. The need to have ...

2 Demand Analysis

2.1 Italians and their gardens

Italians are a home-owning population, in fact **% of them own at least one residential property. Outdoor living spaces are quite common in Italy, even in cities. In fact, **% of households have either a garden, a terrace or a balcony. This phenomenon is distributed quite equally geographically speaking, Piedmont has the highest ...

2.2 Italians and their furniture

Italians seem to be a population that appreciates furniture. In fact, when looking at both continental and national figures this observation holds true.

When comparing household consumption on furniture and home furnishings with other countries in Europe, Italy ranks second only behind Germany. Italian households spend more on furniture than countries ...

2.3 Best sellers

In Italy **% of sales of garden furniture revolved around * types of furniture: tables, chairs and benches. Since these often come in already made sets and are bought in this way rather than individually, a further breakdown would be speculative at best. The remaining sales are partitioned between couches (***).

Sales of outdoor ...

2.4 Latest trends in demand

The new trends in demand are quite varied and sometimes unrelated, however, manufacturers have been able to keep up with what consumers seem to want most.

Outdoor homing

Outdoor spaces have become a very important part of the modern household. Families often gather outside (***), but also hosting friends over and parties. ...

3 Market structure

3.1 Overview of the market's value chain

The garden furniture sector follows a distribution chain pattern which is specific to the furniture market, where second-hand goods have an important place.

The recycling of garden furniture is made easier by private sales platforms such as Seconda Mano or Mercatino Usato. Sales on social media marketplaces, in particular Facebook, are ...

3.2 Intense competition

The sale of furniture is subject to intense competition between supermarkets, specialised businesses and stores, online sales and general furniture retailers. There are certain companies with a specific area of expertise (***) and furniture manufacturing giants which produce all kinds of articles as well as huge retail and DIY stores like IKEA ...

3.3 Distribution and e-commerce

In Italy, non-specialised (***) stores such as Bricofer, Bricocenter and supermarkets make up **% of distribution channels for garden furniture. Furniture manufacturing chains and companies in fact represent **% of distribution channels for these types of goods. A relatively new phenomenon, the garden centre, which specialises in selling tools and materials for gardening and ...

4 Analysis of the offer

4.1 Typology of the offer

The products of garden furniture are above all intended to create moments of relaxation or conviviality between friends. The range of products has developed over time, and today includes a wide variety of products, which are divided into four main categories.

Garden furniture

This category includes "typical" outdoor furniture, but also ...

4.2 Different types of manufacturers

In **** in Italy there were more than **.*** firms that manufactured furniture. A large majority of these, *.*** were either individual entrepreneurs, self-employed or freelance manufacturers. 

Number of furniture manufacturing firms Italy, ****-****, in number of firms Source: ****

'Other forms' includes cooperative societies, social cooperative societies, other partnerships and legal forms. There are ...

4.3 Location and profile of manufacturers

A study conducted by Homi Outdoor Home & Dehors has given partial insights regarding manufacturers in Italy that also produce outdoor furniture. The regions of Lombardy, Veneto, Campania, Tuscany and Sicily all have over *.*** furniture manufacturing firms, a large minority of the total. 

In terms of cities Naples has the most, counting ...

5 Regulation

5.1 General regulations

There are various bodies responsible for developing draft standards:

CEN (***) in Europe ISO (***) worldwide

 CEN and ISO are responsible for the development of European and global standards in line with market needs, but there is a standardisation body for each country.

Worldwide, ISO has already developed nearly ** *** International Standards and ...

5.2 National, regional and municipal regulations

In Italy there are regulations for furniture that apply at a national level. In the case of urban planning in particular, which is covers outdoor/garden furniture, regions and municipalities often act on their own discretion.

At the national level there are numerous laws, normatives and decrees dealing with issues such ...

6 Positioning of the players

6.1 Segmentation

  • Poltronesofà
  • IKEA Italia
  • Iris Mobili (Mondo Convenienza)
  • Tecnomat
  • Nardi
  • Bricofer
  • Natuzzi

List of charts

  • Taille de marché du mobilier de jardin
  • Répartition du mobilier de jardin, décoration extérieure et jardinage
  • Marché du mobilier de jardin, décorations extérieures et jardinage
  • Taille de marché des meubles par type
  • Répartition du marché des meubles par type
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Latest news

Mondo Convenienza: a new agreement with trade unions - 11/03/2024
  1. Date of the agreement between Mondo Convenienza and the National Association of Integrated Services (ANSI): January 17.
  2. Effective date of the agreement: March 1.
  3. Application of the contract from the CCNL Logistics, Freight and Shipping to contractors working for Mondo Convenienza.

Company data:

  1. Presence of more than two million Mondo Convenienza customers.
  2. Mondo Convenienza's turnover: over one billion euros.
  3. Mondo Convenienza also operates in Spain.
  4. Market share of Mondo Convenienza in the retail sector in Italy: 46%.
  5. Total market share of Mondo Convenienza: above 13%.
  6. Increase in sales compared to the pre-pandemic period, due in part to increased presence in remote sales channels.

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 Italia
Iris Mobili (Mondo Convenienza)

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