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MARKET SUMMARY

1.1 Presentation and market definition

The Linen of house refers to all fabrics for domestic use . They can be segmented into six product types

  • The bed linen ;
  • The bedding items
  • The bathroom linen ;
  • The table linen ;
  • The kitchen linen
  • The textile decoration .

Household linen manufacturers have only partially benefited from the growing interest of the French in interior design in recent years. Indeed, consumption patterns based on a frequent renewal of medium quality products at attractive prices are more beneficial to imported products (mainly from Asia). In the high-end segment, luxury bedding is growing in 2018 in the world Bath) More generally, the luxury market is tending to run out of steam after years of sustained growth, even if the share of high-end bedding is relatively low. ( The World )

French manufacturers, producing high-quality but much more expensive decorative textile products, are increasingly focusing on high-end and export: the notions of tradition and know-how are more appreciated in higher income countries than in France, such as Switzerland or Germany

 

Once reserved for specialised shops, the distribution of household linen such as bathroom linen and table linen is nowadays multi-channel . While mass retail chains offering their own brands have made significant progress (30% of sales), distance selling (30%) remains important thanks to the expansion of e-commerce

All the major brands now offer an online sales site. In France, the leading companies in the market are Linvosges the group, the group Fremaux-Delorme , Anne de Solène , Alexandre Turpault Garnier-Thibaut or Beauvillé .

 

 

1.2 A growing high-end global market

The growth of the global household linen market
The world market for household linen is estimated at ***.* billion in **** and is expected to grow at a CAGR of *.*% to reach $***.* billion in ****. This is the one of the most profitable markets in the textile industry worldwide. [***]

Source: ****
Asia-Pacific is a market ...

1.3 The French market for high-end household linen

Assuming that the proportion of high-end household linen in total household linen is stable (***) regardless of the country considered, it can therefore be established that the high-end household linen market represents *.*% of the total household linen market in France
However, according to data from the French Fashion Institute and the IPEA ...

1.4 Foreign trade: Asia is the main supplier

France is mainly importing of household linen from all ranges. [ UN Comtrade In ****, total imports of household linen are estimated at $*.* billion compared to $***.* million in exports - i.e. a coverage rate (***) of **.*%. The France therefore imports four times more than it exports household linen products
The amount of the ...

DEMAND ANALYSIS

2.1 The increase in the purchasing power of French households

Among the determining factors in the demand for interior decoration and household linen, especially in the higher range, the increase in the purchasing power of French households plays a major role In particular, domestic consumption is stimulated by a recovery in purchasing power since ****, with growth at more than *% per year ...

2.2 The dynamism of the furniture market

Another determining factor in the demand for household linen is the evolution of the real estate market and the dynamics of the furniture market in France. Indeed, a household that invests in housing will tend to buy new furniture and consequently to buy new accessories such as table linens, kitchen towels, ...

2.3 A sector sensitive to the expenses of online home professionals

The professional sectors concerned
The renewal of household linen is an essential expense for professionals in the hotel, restaurant, health and retirement home sectors, because of the hygiene conditions that must be impeccable. This is why all these sectors are essential opportunities for the home textile industry.
Characteristics of the hotel ...

2.4 Trends in domestic consumption in the home line

Socio-cultural developments and fashion effects have a significant influence on the value of household linen sales The French enthusiasm for their habitat increases from year to year. It is estimated that the annual expenditure on interior furnishings (***) is between ***€ and ***€ per household. [***]
Another trend is the expansion of the very definition ...

MARKET STRUCTURE

3.1 A concentration of the industrial fabric

The number of players is down sharply
The number of companies in the household linen sector, listed under NAF code **.**Z "Manufacture of textile articles, except clothing", has fallen by **% in ten years from **** companies in **** to *** companies in **** (***). However, it seems to have stabilized since ****

Source: ****
Similarly, the number of ...

3.2 Internationalisation of sales and move upmarket

French players are adopting very specific strategies to return to growth, including the following three
Strengthening their national logistics tool
This allows players to position themselves internationally and boost exports. For example, in **** Linvosges opened a new **** m* building in Gérardmer, in the Vosges, to export its products to Germany. ...

3.3 The distribution of high-end household linen, a niche segment

There are various distributors of household linen in France, among which we find
The department stores bHV or Galeries Lafayette type; The food supermarkets (***) ; The specialty stores in household equipment (***).

Source: ****
The graph above shows the distribution of household linen sales in France in **** by distribution channel. Household linen of all ...

3.4 Household linen and the rise of e-commerce

The online distribution of household linen, and more particularly bed linen, is experiencing significant growth via e-commerce sites in France. In ****, the online sales of household linen amounted to *** million euros, or **% of the market share  of e-commerce in France. [***]

Source: ****
According to a report from the Crédit Agricole in ...

ANALYSIS OF THE OFFER

4.1 Overview of the different types of household linen

Household linen can be segmented into six types of products
The bed linen : sheets, duvet covers, pillowcases; The bedding items Duvets, pillows, blankets, blankets, bedspreads, quilts, etc..; The bathroom linen : towels, gloves, bathrobes; The table linen : tablecloths, towels; The kitchen linen : cloths, towels; The textile decoration Furniture fabrics, curtains, curtains, curtains. ...

4.2 Higher prices

The site Ooreka allows you to compare the prices of entry-level bed linen with those of high-end bed linen. This comparison shows that the prices of high-end bed linen are between * and ** times higher than the prices of entry-level bed linen. The following segmentation is proposed:
Source: ****

4.3 Synthetic fibres are constantly progressing, crushing traditional natural fibres

There are different types of fabrics in household linen. Fabric refers to the flexible surface obtained by an assembly of intertwined and woven yarns. These yarns were themselves produced from natural, synthetic or artificial fibres World production of all types of textile fibres reached *** million tonnes in **** an increase of *.*% per ...

RULES AND REGULATIONS

5.1 NAF Nomenclature

The manufacture of home textiles is referenced by INSEE under the code **.**Z entitled "Manufacture of textile articles, except clothing"
It includes all the following articles
Articles made of all textile materials, including knitted fabrics: blankets and plaids, household linen (***), quilts, duvets, pillows, poufs, pillows, sleeping bags, etc; Textile furnishing articles ...

5.2 International Nomenclature

The Harmonized System is an international nomenclature for the classification of products. It allows participating countries to classify goods traded on a common basis for customs purposes. At the international level, the e Harmonized System (***) for the classification of goods is a six-digit code system. [***]
The Harmonized System was introduced in ...

POSITIONING OF THE ACTORS

6.1 Segmentation of actors

  • Linvosges
  • Yves Delorme
  • Olivier Desforges
  • Anne de Solène
  • Alexandre Turpault
  • Garnier-Thiebaut
  • Beauvillé
  • BHV
  • La Redoute
  • Amazon

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chargé d'études économiques, Xerfi

Hugo Schott

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Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Pierre Doussau

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Arnaud Walter

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Amaury de Balincourt

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Maelle Vitry

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Héloise Fruchard

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Imane Essadiq

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Michela Grimaldi

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Gabriel Salvitti

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