IKEA continued to lead home furnishings in Germany in 2014. Home furnishings accounted for €3.7 billion of IKEA’s total home and garden sales of €4 billion. IKEA’s leadership stems from its strong brand name as a home furnishings store. Leveraging the name and its one-stop shopping positioning for consumers’ home decorating needs, IKEA has a distinct advantage over other rival brands, especially given the rather low brand awareness when it comes to home furnishings in Germany.
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Over the forecast period home furnishings is predicted to register a value CAGR of 1% at constant 2014 prices. This will be an improvement on the flat value CAGR of the review period. Growth will be driven largely by lighting, particularly LED lamps and lighting fixtures. The LED category is expected to grow strongly as a result of EU legislation. With LEDs growing, lighting fixtures is also expected to see strong growth as many LEDs come incorporated in lighting fixtures as they last a long time and rarely need to be replaced.
Home Furnishing Market ResearchAnalyse key trends and developments in Germany 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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