Summary of our market study

The global linen market, valued at $132.4 billion in 2021, is expected to reach $151.8 billion by 2025, with a CAGR of 3.51%. Bed linen is the main driver, anticipated to grow from $55.8 billion in 2019 to over $72.1 billion by 2025. Bathroom linen is the second considerable segment, estimated at over $30.3 billion by 2025. Despite a slump in linen searches when COVID-19 closed in April 2020, there has been a recovery with renewed interest and companies forecasting improved sales.

The French market specifically seems less energetic than its global counterparts, with a projected value of $3.17 billion by 2025, compared with $2.99 billion. In terms of production, the French sector is experiencing a trend towards concentration, with a 9.9% decrease in companies but a 9.5% increase in average sales per company from 2015 to 2021. Despite competition from Asian imports, French manufacturers are focusing on quality, top-of-the-range products and exports, banking on the reputation of "Made in France" to strengthen their international presence.

Trends in French household linen consumption

In France, the household linen market has seen modest annual growth, reflecting the French public's growing interest in interior design and decoration. However, market dynamics are driven by the dynamism of products imported from Asia, due to their affordability and despite their average quality. Despite this, French manufacturers, renowned for the quality and price of their textile products, have strategically redirected their activities towards the high-end and export segments. French excellence in textiles and decorative products is more appreciated in high-income countries such as Switzerland and Germany.

As far as market spending is concerned, French household spending on household linen presents a varied picture. On average, a French household has spent between 80 and 90 euros a year on linens in recent years, which represents a significant drop compared to spending ten years ago, when annual expenditure was close to 150 euros. These spending patterns are influenced by factors such as the modest recovery in household purchasing power, a market that has seen only a slight upturn in recent years, and the constant demand from the home furnishings, andthe constant demand from the professional sector in hotels, restaurants and healthcare industries, which require regular linen replacement to maintain hygiene standards.

In addition, trends in consumer behavior reveal a seasonal interest in household linen, with peaks in searches for linen products in the New Year, suggesting that this period may be particularly favorable for the renewal and purchase of household items. In essence, while the French household linen market appears less dynamic compared to the global context, it is supported by strategic shifts towards high-end offerings, a specific interest in high-quality French products on the international scene, and the underlying stability offered by the demands of the professional sector. The industry has seen a recovery over the past year, but this has been limited by modest increases in the purchasing power of French households.

Key players shaping the French household linen landscape

When it comes to household linen, France boasts a wide range of esteemed manufacturers and distributors, each contributing to the fabric of this diverse market.

Among notable manufacturers, the Fremaux-Delorme group is a symbol of quality and tradition, offering a range of high-end linen products that resonate not only in France, but also beyond international borders.

  • Descamps, another prominent name in the industry, carries a heritage of elegance and sophistication in its collection, delighting consumers who seek a blend of luxury and comfort in their domestic spaces.
  • Rosa, though less well known than the other two, holds its own thanks to a significant commercial presence and its commitment to meeting the refined needs of the home linen market.
  • Looking at distribution channels, the landscape is dominated by giants such as BHV and La Redoute.
  • BHV (Bazar de l'Hôtel de Ville) is historically known as one of Paris's classic department stores, offering customers a rich assortment of linens from its extensive product range.
  • La Redoute, France's mail-order institution and today's e-commerce leader, has become a preferred destination for those looking to decorate their homes with stylish, easy-to-shop-for linens online. Its success in the digital sphere underlines the shift in consumer behavior towards online shopping.
  • Amazon, with its vast marketplace, is a key distributor of linens in France, offering a huge variety of options at all price levels. Its platform facilitates the fusion of accessibility and variety, allowing customers to find a range of bed linen, bath linen and sundries in the comfort of their own home, further shaping the way French consumers interact with the home linen market.

These leading players, with their unique blend of traditional expertise and modern distribution methods, create a market rich in choice and quality, reflecting the ever-changing tastes and preferences of today's consumers.

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  • Last update : 09/11/2023
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Summary and extracts

1 Market overview

1.1 Definition and scope of the study

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

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

Household linen manufacturers have only partially benefited from the French public's growing interest in interior design in recent years. In fact, consumption patterns based on frequent renewal of medium-quality products at attractive prices have benefited more from imported products (mainly from Asia).

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

Once the preserve of specialist stores, the distribution of household linen such as toiletries and table linen is now multi-channel. While mass retailers offering their own brands have made great strides (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, market leaders include Linvosges, the Fremaux-Delorme group, Anne de Solène, Alexandre Turpault, Garnier-Thiebaut and Beauvillé.

1.2 A growing global market

The global linen market is valued at $***.* billion in ****, and is expected to reach $***.* billion by ****. The market is therefore expected to grow at a rate of *.**% per year between **** and ****. It is one of the most profitable markets in the global textile industry. [***]

Linen market size and forecasts World, ****-****, ...

1.3 The European market is losing momentum

The European market is growing, but appears less dynamic than the Asian and North American markets. It is also in the process of being overtaken by North America. Bed linen and bathroom linen account for the majority of the market, with respectively **.*% and **.*% of European market share.

Breakdown of the European ...

1.4 The French household linen market

The French market is growing, but appears less dynamic than the rest of the world. Among its European neighbors, however, it is on a par with Germany in terms of growth, and slightly behind all countries in the "rest of Europe" category.

The market stood at $*.** billion in **** and should reach ...

1.5 Foreign trade in household linen

France is a major importer of all ranges of household linen. [***] In ****, total imports of household linen are estimated at $*,*** million against $*** million in exports - a coverage rate (***) of **.*%. France therefore imports four times more than it exports in household linen products.

The coverage rate has been trending upwards since ...

1.6 The impact of Covid-19 on the household linen market

The NAF code **.**Z, which groups together the various categories of household linen, enables us to analyze the activity of sector players during the years ****-****-**** in comparison with the year ****, which serves as a benchmark.

In March and April ****, textile manufacturing activity (***) fell sharply. It lost **.*% in March and ...

2 Demand analysis

2.1 Timid growth in household linen consumption, and seasonal interest

Household and professional volume demand for household linen increased in ****, after declining slightly over the previous four years.

Household and professional linen consumption France, ****-****, in % of annual change in volume Source: ****

In addition, the graph below represents the proportion of searches for a given keyword in a given region and ...

2.2 Determinants of household demand

Among the determining factors in demand for interior decoration and household linen, the rise in purchasing power of French households plays a predominant role. However, unlike the needs of professionals, which have increased due to a rise in their activity, particularly in the hotel-restaurant sector, household spending remains limited due to ...

2.3 A sector sensitive to professional spending on household linen

Professional sectors concerned

The renewal of household linen is an unavoidable expense for professionals in the hotel, restaurant, healthcare and retirement home sectors, because of the impeccable hygiene conditions required.

This is why all these sectors are essential outlets for the home textiles industry, while also ensuring a certain stability over ...

2.4 Trends in domestic linen consumption

Socio-cultural developments and fashion trends have a significant influence on the value of household linen sales.

French people's passion for their homes is growing year on year: it is estimated that each household spends between €*** and €*** a year on interior furnishings (***).[***]

Another trend is the broadening of the very definition of ...

3 Market structure

3.1 A concentrated industrial base

Stable sales

sales trends in the manufacture of other textile articles France, ****-****, in billions of euros Source: ****

This stability in total sales, combined with the decline in the number of players present on the market, leads to an increase in sales per company. The average sales index for companies in ...

3.2 Strategies for further growth

Sales for household linen manufacturers are up +*.*% over the ****-**** period. This growth is driven by buoyant demand, itself driven by new gains in purchasing power on the part of consumers, as well as increased requirements on the part of particularly in the hotel-restaurant, retirement home and healthcare sectors, where linen ...

3.3 Linen distribution

IPEA data enables us to analyze the various distribution channels for household linen. IPEA, l'Instititut de Prospectives et d'Etudes de l'Ameublement, provides data on the furniture market that gives the best and most recent possible approximation of the distribution of household linen.

There are a number of distributors of all ranges ...

4 Offer analysis

4.1 Overview of the different types of household linen

Household linen can be segmented into six product types:

Bed linen: sheets, comforter covers, pillowcases; Bedding: comforters, pillows, plaids, blankets, bedspreads, eiderdowns, etc. ; Bathroom linen: towels, gloves, bathrobes; Table linen: tablecloths, napkins; Kitchen linen: tea towels, hand towels; Textile decoration: upholstery fabrics, curtains, net curtains.

According to **** data, almost **% of the ...

4.2 Rising producer and consumer prices

Prices in the household linen sector have risen sharply in recent years, due to higher production and raw material costs: the producer price index reached ***.* in March ****, based on ****.having reached its lowest point in January **** (***), the producer price index has risen by **% since then.

Linen producer price index for the ...

4.3 High price differentials according to linen range

There are quite significant price differences depending on the product range (***): top-of-the-range linens are much more expensive than entry-level linens, due to their higher quality.

Example of bed linen

The Ooreka website allows you to compare the prices of entry-level bed linen with those of top-of-the-range bed linen. This comparison shows ...

4.4 Synthetic fibers are making steady progress, crushing traditional natural fibers

There are different types of linen fabrics. Fabric refers to the supple surface obtained by assembling interwoven and woven threads. The yarns themselves are produced from natural, synthetic or man-made fibers. Global production of textile fibers of all types reached *** million tons in ****, up *.*% on the previous year. [***]

Share of textile ...

4.5 Zoom sur le linge de lit en lin

Le lin est un des tissus les plus populaires utilisés pour le linge de lit. C'est une plante cousine du chanvre qui permet de réaliser des tissus fins et légers, particulièrement agréables lorsqu’il fait chaud [***]. La France est réputée pour sa production de ...

5 Regulations

5.1 NAF nomenclature

The manufacture of home textiles is referenced by Insee under code **.**Z entitled "Manufacture of textile articles, except apparel".

It covers all the following items:

Articles made from all textile materials, including knitted fabrics: blankets and plaids, household linen (***), comforters, quilts, cushions, poufs, pillows, sleeping bags, etc... ; Textile furnishings: curtains, drapes, ...

5.2 World Customs Harmonized System

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

The HS comprises around *,*** item/product descriptions, which appear as ...

5.3 Regulatory framework

Like all textile products, household linen must comply with certain regulations in terms of :

Chemicals: the European Reach regulation defines the legislative framework for the use of chemicals. [***] Labeling: textile products must be labeled so that their fiber composition is known to the consumer, in accordance with regulation n°****/****.[***]

An investigation ...

6 Positioning the players

6.1 Segmentation

  • Linvosges
  • Fremaux-Delorme (Yves Delorme, Olivier Desforges)
  • Descamps
  • BHV Exploitation
  • La Redoute AMPM
  • Home Heritage Dodo Groupe
  • Anne de Solène (Dodo Groupe)
  • Blanche Porte
  • Tisseray
  • Carré Blanc
  • Harmony Textile
  • Vanderschooten
  • O Linge de Maison
  • Les 3 Suisses
  • Alexandre Turpault
  • Alinéa
  • Beauvillé
  • Becquet
  • Blanc Cerise
  • Blanc des Vosges
  • Drouault (Groupe Dodo)
  • Essix (Vanderschooten Groupe)
  • Françoise Saget
  • Garnier-Thiebaut
  • H&M Groupe
  • La fabrique hexagonale
  • Le Jacquard français
  • Le Monde Sauvage
  • Linder
  • Linge Mat
  • Madura
  • Simone et Georges
  • Maison Thevenon
  • Zara Home Espagne
  • Jean Vier

List of charts presented in this market study

  • Linen market size and forecasts
  • Global linen market size, by region
  • World market for household linen, by product category
  • Share of household linen sales by value, by product type
  • Breakdown of the European household linen market, by product, by value
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Latest news

Host and Primark: The nightmare continues for H&M, overtaken by Shein - 15/12/2023
  • H&M posted annual sales up 6% to 21 billion euros
  • Spanish brand Zara saw an 11% increase in sales for the first nine months of the year, representing 25.6 billion euros and a profit in excess of 4 billion euros.
  • British brand Primark achieved sales in excess of 23 billion euros at the end of its September trading year.
  • Chinese online retailer Shein is targeting sales of €40 billion this year, while its rival Temu is aiming for €33 billion.
  • H&M reduced the number of its stores and cut 1,500 jobs last year as part of a rescue plan.
La Redoute makes home and decoration its center of gravity - 24/11/2023
  • Ready-to-wear sales in France have been declining for almost 15 years.
  • The main players in fast fashion are Zara and H&M, as well as the Chinese websites Shein, AliExpress and Temu
  • Vinted is the second most visited e-commerce site in France.
  • During the Covid pandemic, consumers renewed their interest in home decoration.
  • La Redoute shifted its focus to the sale of products for the home and aims to become a European leader in the sector.
  • La Redoute has two brands: La Redoute Intérieurs (good value for money) and AM.PM (high-end designer furniture).
  • Six new points of sale will be added to the 60 existing in Switzerland and Italy
  • 35% of La Redoute's sales are generated internationally, and the group has passed the billion euro sales mark.
  • La Redoute aims to increase its home and decoration business volume to 75%, up from 67% today and 60% five years ago.
  • La Redoute accounts for around a quarter of home linen sales in France.
  • La Redoute develops its marketplace
Bazar de l'Hôtel de Ville (BHV) in Paris sold by Galeries Lafayette - 10/11/2023
  • The Bazar de l'Hôtel de Ville (BHV) in Paris has been sold by the Galeries Lafayette group to Société des Grands Magasins (SGM).
  • The BHV store at Parly 2, located in the Yvelines near Versailles, is included in the sale.
  • BHV has been in difficulty for years, and the problems have recently become more acute.
  • SGM is a retail property company run by Frédéric and Maryline Merlin.
  • In 2021, SGM acquired seven regional Galeries Lafayette stores in Angers, Dijon, Grenoble, Le Mans, Limoges, Orléans and Reims.
  • SGM manages a dozen city-center shopping malls in France, located in places such as Roubaix, Tourcoing, Châlons-en-Champagne, Lille, Nîmes, Saint-Nazaire, Kremlin-Bicêtre, Mulhouse and Montigny-le-Bretonneux.
  • Galeries Lafayette owned the BHV in Paris for 30 years.
Beauvillé showcases its unique know-how in a museum - 01/11/2023
  • The Alsatian textile printing company of Ribeauvillé is located in the Haut-Rhin region of France.
  • This summer, it opened its own museum on its production site.
  • The company employs around 100 people. Beauvillé has been awarded the Entreprise du Patrimoine Vivant (Living Heritage Company) label, and has its own design studio.
  • The company's production is divided between the high-end Beauvillé household linen brand and the production of furnishing fabrics for publishers under the Manufacture d'Impression sur Etoffes (MIE) brand.
  • 75% of the company's production is exported to the USA, Japan, Switzerland and Mexico.
  • The flat-frame printing technique reproduces the effects of original gouache or watercolor drawings on fabrics.
Maison de la Literie sold to Delorme household linen - 13/10/2023
  • Luxury goods and household linen group Fremaux-Delorme chosen as buyer
  • 84 of the 85 production site employees will be retained, including 66 at Saint-Forgeot and 18 at Confolens
  • La Maison de la Literie was placed in receivership on July 6
  • Sales of 20 million euros in 2020
  • The distribution division comprises 301 stores, 35 of which are directly owned
  • The Fremaux-Delorme group has 450 stores worldwide
  • The group took over Olivier Desforges in 1997, which has 121 outlets and 115 employees.
La Redoute launches its second-hand marketplace - 12/10/2023
  • La Redoute sales volume in 2022: €1.07 billion, -8% vs. 2021 and +21% vs. 2019
  • Average number of products for sale on the site: 800,000
  • Proportion of sales generated by the company's own offerings: 75% (of which 15% via purchased brands and 25% via the marketplace)
  • International share of sales: 35%
  • Weight of physical retail: 5%
  • Number of stores: 11 (6 AMPM and 5 La Redoute Intérieurs)
  • Number of corners: 47 (24 AMPM and 23 La Redoute Intérieurs)
  • Number of employees: 2,000 (including 1,400 in France) Budget invested in technology between 2022 and 2027: €100m
  • La Redoute, through its La Reboucle site, presents second-hand products selected by the platform and its partners
  • The La Redoute site attracts around 12 million unique visitors a month.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Fremaux-Delorme (Yves Delorme, Olivier Desforges)
BHV Exploitation
La Redoute AMPM
Home Heritage Dodo Groupe
Anne de Solène (Dodo Groupe)
Blanche Porte
Carré Blanc
Harmony Textile

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