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MARKET OVERVIEW

1.1 Presentation and definition of the market

The interior decoration market includes several types of products:

  • decorative objects and home textiles
  • furnishing, lightning, and household appliances
  • tableware

The global market is growing and should continue doing so for the years to come. Market growth is driven in particular by the the increasing rate of urbanization and global growth driven by developing countries.

The French market for interior decoration seems to resist relatively well to less favourable economic contexts, which confirms the French's attraction and interest in interiror design.

The market is also characterized by a strong resistance of consumption from physical distribution channels; nevertheless, the expansion of E-commerce cannot be overlooked, nor can its influence in the purchasing decision process.

 

1.2 A growing global market

In ****, the world market for interior design was estimated at $*** billion. [***]
Globally, the market is benefiting from the growth of urbanization. In ****, the UN  reports that more than half of the population (***) lived in urban areas, a proportion which is expected to increase to **% in **** . The market will continue to benefit ...

1.3 A solid French market

The French market for interior decoration was estimated to be worth between €** and ** billion in annual sales in ****. [***]
In addition, an estimate of the size of the interior design market can also be obtained based on figures for the furniture market. Indeed, it is estimated that in **** the furniture segment will ...

1.4 Évolution du marché et tendances

On peut affirmer que le marché a connu une belle année en ****. En effet tous les secteurs de la maison ont été en croissance cette année-là.
Malheureusement l'impact du Covid-** s'est fait durement ressentir, dans un marché où la plupart des ventes se font dans les points de ventes ...

1.5 Le commerce extérieur d'article de décoration intérieur

Commerce extérieur du linge de table et des articles de décoration de table
Francéclat et Ecostat ont publié en mars **** un bilan sur le commerce extérieur **** de la France en arts de la table. On y trouve notamment les balances commerciales des segments : Linge de table et ...

DEMAND ANALYSIS

2.1 Culturally strong French demand

Interior decoration is an integral part of French culture; consequently, the sector holds an important place in the heart of many French people. For example, in ****, **% of French said they viewed their interior decoration as important. [***]
The importance given to decoration also varies greatly according to which room in the house ...

2.2 A sector strongly linked to the real estate market

The interior design market is strongly linked to the French real estate market. Thus, a good indicator to take into account is the number of real estate transactions. Indeed, with each real estate transaction, new owners are likely to invest in interior decoration for their installation. We can observe that the ...

2.3 Cyclical demand

Source: ****
The graph above represents the proportion of searches on the keyword "decoration" in France over the last five years, compared to the time when the rate of use of this keyword was highest (***). For example, a value of ** means that the keyword has been used half as often in the ...

2.5 Le confinement motive les projets de rénovation

Selon un sondage réalisé par Opinion Way du ** au ** mai **** pour l'agence de conception rénovation Little Worker rapporté par le Parisien, ** % des Français souhaite s'investir pour rendre leur logement plus agréable, et ** % souhaite faire de même pour le rendre plus confortable. *
Quel type de travaux envisagez-vous ...

MARKET STRUCTURE

3.1 A French market shared by many players

There are many types of players on the French interior design market
- furniture superstores
- brands specialising in household equipment and decoration
- bazaar and destocking signs
- the pure players: Amazon and La Redoute for example
- decoration specialists
Home furnishings superstores account for the largest market share in ...

3.2 French people's favourite brands

Below follows a brand analysis based on a satisfaction score (***).

Source: ****
As we can see IKEA's brand has a strong reputation amongst consumers, mainly due to its affordability. Maison du Monde and Alinéa are second and third place respectively. 

3.3 "Made in France" production

The Made-In Country Index is an indication of the reputation of products from different countries around the world . It was conducted in **** for ** countries and the European Union. On behalf of Statista, Dalia Research surveyed **,*** people from ** countries on their perception of products from different countries of origin. Data was collected ...

3.4 Distribution remains physical despite the rise of E-commerce

Physical stores are the leading distribution channel in the interior decoration sector: **% of French people still prefer to go to a physical store if the chosen brand has both a store and a website. [***]
Nevertheless, the effect of Internet competition is tangible, and distribution networks are beginning to show signs of ...

ANALYSIS OF THE OFFER

4.1 Different product categories

If we look at the websites of the different furniture and decoration brands, we can distinguish several categories of products on the interior decoration market. The presentation below is based on the website World House , a major player in the sector:
Decorative objects and home textiles Bed linen Household linen Table ...

4.2 Prices for interior decoration

The very wide range of interior decoration products on offer, as described above, logically implies a very wide range of prices depending on the type of article considered. It is therefore very difficult to give an overview of the prices on the interior design market. Nevertheless, one can consider the main ...

4.3 Supply trends

The DIY (***)
According to the Observatory on Society and Consumption (***) and the Maif the consumption of the French is moving towards "handmade". In ****, **% of the respondents had at least once engaged in an activity that involved the creation of something. Among them, **% of the individuals surveyed did some DIY, and **% did ...

REGULATIONS

5.1 European regulations on general product safety

The General Product Safety Directive is a European directive, the aim of which is to guarantee a high level of safety for products distributed on the European market. [***]
According to this directive, a product is considered safe if it complies with the safety provisions laid down by European law, thus preventing ...

5.2 Trade regulations

Among the main obligations imposed by trade regulations for the sale of decorative and furnishing articles are labelling requirements. Indeed, certain information must appear on product labels, including :
The price and whether or not it is inclusive of delivery The main materials and materials making up the piece of furniture The ...

COMPANIES

6.1 Segmentation

  • Ikea France
  • Conforama France
  • BUT
  • Gifi
  • Maison du Monde
  • Alinéa
  • Casa
  • Centrakor
  • Amazon
  • Home 24
  • Vente-unique.com
  • La Redoute
  • Les 3 Suisses
  • Made.com

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Method

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Analysts 1 sector analyzed
in 40 pages
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Analysts

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Analysts

chargé d'études économiques, Xerfi

Hugo Schott

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Associate Consultant

Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Analyst

Pierre Doussau

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President Ross Alumni Club France

Arnaud Walter

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Consultant

Pierrick Cudonnec

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Project Finance Analyst, Consulting

Maelle Vitry

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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EDHEC

Imane Essadiq

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Auditeur

Vincent Defrenet

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Eva-Garance Tison

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Market Research Analyst

Michela Grimaldi

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Market Research Analyst @Businesscoot

Azelie Prigent

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Market Research Analyst @Businesscoot

Cantiane Gueguen

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Consultant

Jules Decour

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Alexia Vacheron

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Emil Ohlsson

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Anna Oeser

Anna Oeser

Gabriel Salvitti

Gabriel Salvitti