the interior design market | France

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 ...

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 ...

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 ...

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 ...

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