the household linen market | France

1.1 Definition and scope of the study

Linen refers to all fabrics for domestic use. They can be segmented into six types of products:

• Bedding;
• Bedding items;
• Bathroom linen;
• Table linen;
• Kitchen linen;
• Textile decoration.

Household linen manufacturers have only partially benefited from the growing interest of the French in interior decoration over the past few years. Indeed, the modes of consumption centered on a frequent renewal of products of average quality at attractive prices benefit more to the imported products (mainly coming from Asia).

French manufacturers, producing quality but much more expensive decorative textile products, are focusing more and more on the high-end 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 specialty stores, the distribution of household linen such as toiletries and table linens is now multi-channel. While mass retailers offering their own brands have made significant progress (30% of sales), distance selling (30%) remains important thanks to the expansion of e-commerce.

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