Competitive Landscape
After a 5% sales decline in 2013, Ikea France managed to stabilise its sales in 2014; thereby maintaining its leadership in home furnishings with a 13% value share. The company’s transition in its kitchen furniture range – from Fektum to Metod – was slightly detrimental to its overall performance. Its closest rivals, Conforama and But International, managed to nibble away at its share thanks to store acquisitions (Sesame and Maga by the latter and some Atlas outlets by Conforama), coupled with successful web strategies. Maisons du Monde took fourth position from Groupe Rapp (Atlas, Fly and Crozatier), which underwent judicial restructuring and dismantlement.
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Industry Prospects
Over the next five years home furnishings is expected to remain static in value terms at constant 2014 prices, as sales of furniture (74% share of value sales) are likely to remain in the doldrums until 2017. In spite of the enforcement of the new Pinel law from late 2014 (to curb the damaging effects on property investments caused by the earlier Alur/Duflot law), the housing market is not expected to fully recover until 2016-2017, mainly due to the lack of confidence and "wait-and-see" attitude amongst consumers and investors. As the housing market is a key driver of demand for home furnishings, the category is likely to continue to bear the brunt. Other non-furniture categories – barbecues, home textiles and lighting – are expected to grow at a slower pace because of maturity and the deflationary price trend.
Home Furnishing Market Research
Analyse key trends and developments in France for all product categories, competitors and channels.Evaluate the market position and financial performance of the leading national and international market players.
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