The garden furniture market - Italy

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.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 20/03/2021

Summary and extracts

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
• Principaux exportateurs de meubles
• Importations, exportations et taux de couverture du marché des meubles
• Principaux pays d'origine des meubles à l'import en Italie
• Principales destinations des meubles italiens à l'export
• Volonté des Italiens à acheter de nouveaux meubles
• Résidences avec espace extérieurs par région
• Part des ménages disposant d'un espace extérieur par type
• Comportements des Italiens à l'égard de l'entretien de la maison et du jardin
• Dépenses des ménages en meubles, articles d'ameublement, tapis et autres revêtements de sol
• Variation des ventes de biens de consommation non alimentaires en Italie en 2019 par catégorie
• Fréquentation au salon du meuble de Milan
• Ventes de meubles extérieurs par catégorie
• Principaux fabricants de meubles en termes de revenus
• Principaux fabricants italiens de meubles et de design
• Canaux de distribution des meubles d'extérieur
• Nombre d'entreprises de fabrication de meubles
• Nombre d'employés et évolution, dans les entreprises de fabrication de bureaux et de logements
• Répartition des propriétaires d'entreprises de fabrication de meubles par profil