Summary of our market study

The interior decoration market has seen growth globally, and this trend is expected to persist, particularly driven by the increasing urbanization and economic development in emerging countries. In the context of Portugal, the market has been stimulated by a real estate boom, marked by both new constructions and renovations, with properties often transformed into short-term rental accommodations to cater to the tourism surge. Notably, consumer interest is shifting towards eco-friendly materials, reflecting a broader demand for sustainability within the industry. However, since no specific numerical data post-2020 are provided in the text, the summary cannot include more recent figures.

Dynamic Growth in Portugal's Interior Decoration Sector

The interior decoration market in Portugal showcases a robust upward trend, closely interconnected with the nation's thriving real estate sector. With a consistent increase in market activity, a key driver of this boom can be traced to the real estate domain itself—both in terms of new constructions and significant renovations. A noteworthy contributor to this rise is the conversion of properties into short-term rental accommodations such as Airbnb and Booking platforms. This surge aligns with the heightened influx of tourists to Portugal, necessitating a distinct and appealing accommodation offering. Another prevailing trend within the Portuguese interior decoration market is the escalating popularity of sustainable home decor. Consumers are exhibiting a pronounced preference for decor that embodies a reduced environmental footprint, showcasing a broader shift towards eco-consciousness in consumer patterns. Although exact figures are not provided in the text, these broad trends indicate that the interior decoration market in Portugal is not only growing but also evolving with an emphasis on sustainability and tourism-driven demand. The real estate boom also hints at high volume deals and transactions, likely translating to multi-million Euro investments in home decor and furnishings, reflecting a strong and vibrant market poised for further expansion.

Key Market Players in the Booming Interior Decoration Sector

As the interior decoration market expands globally, with a notable boom in spaces like Portugal due to the thriving real estate and tourism sectors, several prominent players have positioned themselves strategically to meet the growing demand. These companies are not only catering to the traditional demand for decorative and functional home items but also incorporating sustainable practices to align with the eco-friendly trends emerging in the market.

  • IKEA - Renowned for its cost-effective and modular furniture, IKEA continues to be a household name across the globe. With an extensive range of products covering small and large furniture items, textiles, and decorative objects, IKEA offers an all-encompassing solution for those looking to furnish their homes or rental properties. Their focus on sustainable materials and minimalist design aligns well with the eco-conscious wave sweeping the interior decoration market.
  • HomeGoods - As a part of the larger TJX Companies, HomeGoods provides a vast array of home décor items and accessories in the United States. Known for its ever-changing variety of unique products, HomeGoods attracts customers seeking both value and variety. What makes them stand out is their approach to providing high-end designer goods at lower price points, making style affordable.
  • Zara Home - As part of the Inditex group, Zara Home specializes in the latest trends in home textiles, serving customers who are looking for modern and fashionable designs. They frequently update their collections to reflect contemporary styles, making them a go-to for customers seeking to keep their homes in vogue.
  • H&M Home - H&M, globally recognized for fashion retail, has delved into the world of interior decoration with H&M Home. Offering fashionable décor items and textiles that mirror current fashion trends, they provide stylish yet affordable options for those aiming to update their home's look regularly.
  • West Elm - Targeting the higher-end segment of the market, West Elm offers a sophisticated range of furniture and home decor. They emphasize sustainable sourcing and organic materials, appealing to environmentally conscious consumers who are willing to invest in quality and values.
  • Pottery Barn - Known for its classic and chic furniture and home accessories, Pottery Barn caters to a clientele looking for timeless design. They are known for their detail-oriented craftsmanship and a wide range of customization options, allowing for a more personal touch in home decoration.


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Summary and extracts

1 Market overview

1.1 Definition and scope of study

The interior decoration market consists of various accessories and items used to furnish and decorate a home.

The interior decoration market can be considered as follows:

  • Decorative objects and textiles (such as curtains, cushions, tablecloths, fabrics)
  • Small furniture (such as lamps, coffee tables, bedside tables)
  • Large pieces of furniture (such as beds, benches, sofas)

The world market is growing rapidly and is expected to continue to expand in the coming years. Growth is fuelled in particular by the increasing rate of urbanization and by global growth driven by developing countries.

In Portugal, it is the real estate boom that drives this market with successive increases in activity since 2014. Not only are new properties being built, but many are being renovated and refurbished converted into short-term accommodation (Airbnb, Booking, etc.), thanks in particular to the increase in tourism in Portugal and the need to have a differentiated offer in this area. Among the emerging trends, there is a growing demand for the use of materials with limited environmental impact in home decoration.

List of charts presented in this market study

  • World interior design market (estimate)
  • Taille du marché de la décoration d'intérieur
  • Commerce extérieur d'articles de décoration d'intérieur
  • Principales destinations des exportations portugaises
  • Origine des importations d'articles de décoration d'intérieur
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Latest news

All about JJA, the billionaire group with its Atmosphera and Hespéride brands - 09/09/2023
  • JJA sales in 2022: 1.2 billion euros
  • Number of employees in 2022: nearly 2,000
  • International activity: in 70 countries
  • Sales of Atmosphera (home furnishings), 5five (home utilities), Hespéride (garden furniture) and Secret de gourmet (tableware) brands: approx. 900 million euros
  • Number of stores in Portugal: 42 under the Hôma banner
  • Annual sales for distribution in Portugal: 110 million euros
  • French home decoration market: around 15 billion euros. Acquisitions: Luance and Tendance in 2019, and Stof in 2023.

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. :

Vista Alegre
Loja do Gato Preto
Espaço Casa
JJA Groupe

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