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MARKET OVERVIEW

1.1 Definition and scope of the study

Household linen means all fabrics for domestic use . They can be segmented into six product types :

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

Linen manufacturers have only partially benefited from the growing interest of the French in interior decoration in recent years. Indeed, consumption patterns based on a frequent renewal of products of average quality at attractive prices benefit more from imported products (mainly from Asia).

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

Formerly reserved for specialist shops, the distribution of household linen such as bathroom and table linen is now multi-channel. While the supermarket chains that offer their own brands have made great strides (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 Fremaux-Delorme , Anne de Solène , Alexandre Turpault , Garnier-Thiebaut or Beauvillé .

1.2 A growing global market

The the global linen market is estimated to be worth $***.* billion in **** and is expected to grow at a CAGR of *.*% to reach $***.* billion in ****. It is one of the most profitable markets in the global textile industry. [***]

Source: ****
L’ Asia-Pacific is the market leader, far ahead of Europe and North ...

1.3 The rise of the French market

According to French Fashion Institute and the IPEA the household linen market in France grew by *.*% in ****. *.* billion in ****.
Precisions according to the type of lingerie
The data Prodcom give us some figures concerning the manufacture of household linen in France according to type: bed linen, table linen, bathroom and kitchen ...

1.4 Foreign trade: Asia is the main supplier

France is major importer of household linen of all ranges. [ UN Comtrade In ****, the total amount of imports of household linen is estimated at *.* billion against ***.* million of exports - i.e. a coverage rate (***) of **.*%. France thus imports four times more household linen products than it exports.
The amount of ...

DEMAND ANALYSIS

2.1 The timid rise in household purchasing power

The volume demand for household and professional linen increased slightly in ****, up *% over the previous year.

Source: ****
Among the determining factors in the demand for interior decoration and household linen, the rise in the purchasing power of French households plays a dominant role. However, unlike the needs of professionals, which have ...

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 a home will tend to buy new furniture and consequently to acquire new accessories such as table linen, kitchen ...

2.3 A sector sensitive to professional spending on household linen

The professional sectors concerned
The renewal of household linen is an unavoidable expense for professionals in the hotel, restaurant, health or retirement home sector, due to the impeccable hygiene conditions that must be in place.
Therefore, all these sectors are essential outlets for the home textiles industry, while at the same ...

2.4 Trends in domestic consumption of household linen

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

MARKET STRUCTURE

3.1 A concentration of the industrial fabric

The number of players is falling sharply
The number of companies in the household linen sector, referenced under the NAF code **.**Z "Manufacture of textile articles, except clothing", has dropped **% in ten years The total number of structures in the sector will increase from *,*** in **** to *** in **** (***). However, it seems to ...

3.2 Strategies adopted for further growth

The turnover of household linen manufacturers, up *.*% over the ****-**** period, is expected to increase by around *% in ****: this growth is driven by dynamic demand, itself driven by new gains in purchasing power on the part of private individuals as well as an increase in the needs of professionals - particularly ...

3.3 The distribution of household linen

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

Source: ****
In addition, the online distribution of household linen, and more particularly bed linen, is experiencing significant growth via ...

ANALYSIS OF THE OFFER

4.1 Overview of the different types of household towels

Household linen can be segmented into six types of products:
The bedding sheets, duvet covers, pillowcases; The bedding items : duvets, pillows, plaids, blankets, bedspreads, quilts, etc. ; The bathroom linen : towels, gloves, bathrobes ; The table linen : tablecloths, napkins; The kitchen linen : dishcloths, towels; The textile decoration : upholstery fabrics, curtains, sheers.
According to ...

4.2 Rising producer and consumer prices

Prices in the household linen sector have been rising in recent years, partly due to an increase in production costs: the producer price index reached ***.* in August **** on a **** basis. Thus, in ****, the harmonized CPI for bed linen reached *** in **** base and that for table and bathroom linen reached ***.* in **** base. ...

4.3 High price differentials by linen range

There are fairly significant price differences depending on the product range (***): prices for top-of-the-range household linen are much higher than those for entry-level household linen, due to their better quality.
Example of bed linen
The site Ooreka allows you to compare the prices of entry-level bed linen with those of high-end ...

4.4 Synthetic fibres continue to grow, crushing traditional natural fibres

There are different types of linen fabrics. The fabric refers to the soft surface obtained by an assembly of interlaced and woven yarns. These yarns have themselves been produced from natural, synthetic or artificial fibres. The world production of textile fibres of all types has reached *** million tonnes in ****, an increase ...

REGULATION

5.1 NAF nomenclature

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

5.2 Global Harmonized Customs System

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 Harmonized System (***) for the classification of goods is a six-digit code system. [***]
The HS includes approximately *,*** item/product descriptions ...

POSITIONING OF THE PLAYERS

6.1 Segmentation

  • Linvosges
  • Fremaux-Delorme (Yves Delorme, Olivier Desforges)
  • Jalla Descamps (Descamps)
  • 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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Pierrick Cudonnec

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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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Azelie Prigent

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Jules Decour

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Alexia Vacheron

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Emil Ohlsson

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Anna Oeser

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Gabriel Salvitti

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