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 .
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