Table of Contents
AMA Research AMA Research are pleased to announce the publication of the 12th Edition of the report 'Domestic Window Coverings Market Report - UK 2014-2018 Analysis'. The report incorporates original research and gives a comprehensive and up-to-date review of the UK window coverings market, with forecasts through to 2018.
Product areas covered:
• Curtains – ready-made, custom-made & curtain fabric.
• Blinds – roller, Venetian, Roman, pleated, vertical, soft, etc.
• Lightweight Curtains – net & lace curtains, sheers & voiles.
• Curtain Suspension Systems – poles and tracks.
Despite a difficult period in 2010-11, the domestic window coverings market has experienced some recovery in 2013/early 14 as the housing market and consumer spending slowly recover - though there are variations between key product sectors reflecting some polarisation in consumer demand.
Curtains represent the largest sector accounting for over 45% of the market, with blinds also a key sector. Prospects for the short-medium term in 2014-15 are for some growth in the window coverings market, benefiting from a steady recovery in consumer confidence and forecast improvements in the housing market. In addition, the sector is experiencing some changes in distribution with the internet channel continuing to take share from traditional outlets.
Of particular interest:
•Analysis of curtains, blinds, lightweight curtains and suspension systems by sector.
•Market polarisation - squeeze on mid-market in some sectors.
• Current trends in the blinds and curtains sectors.
• Industry restructuring - impact of imports, market maturity etc.
• Changes to retail distribution channels – growth of internet sales.
• Market forecasts through to 2018.
AMO Blinds, Apollo Window Blinds, Appeal Home Shading, Arding Marketing, Arena Blinds, Ashley Wilde Group, Bill Beaumont Textiles, Chiltern Mills, Cleland McIver, Colefax Group, Crowson Group, Curtains2go, Curtains4U.co.uk, CurtainsCurtainsCurtains, Decora Blind Systems, Dorma, Dunelm Mills, Eclipse Blinds, Edmund Bell & Company, Ena Shaw, Fabric Warehouse, Filigree Holdings Ltd, Hallis Hudson, Herbert Parkinson, Hillary’s Blinds, Hunter Douglas, J Rosenthal & Son, John Aird & Company, Louvolite, Luxaflex, Mandors, Montgomery Furnishings, Morgan Curtain Company, Morton Young & Borland Textile Group, Mostyns Curtains and Fabrics, Osborne & Little, Plumbs, Prestigious Textiles, Price & Company, Rectella, Romo, Rufflette Ltd, Sandersons, Silent Gliss, Speedy Products, Stevens (Scotland), Sunflex, Terry’s Fabrics, Texplan Manufacturing, Thomas Sanderson, Tropical Blinds, Tyrone Textiles, Velux, Walker Greenbank.
Key areas of coverage in the report include:
• Market Size by Value – 2008-13 with forecasts through to 2018.
• Product Mix - analysis of the market by sector in 2013, illustrating changes in market share since 2006.
• Purchase Motivation Factors – mix by purchase decision and key influences on purchasing behaviour including house moving, housebuilding and conservatories markets etc. Market size and trends for doors/windows, conservatories etc.
• International Trade – import penetration into UK market 2009-13, source countries for window coverings imports - changes/ trends.
• Future Prospects – key factors influencing future market growth – health of economy, fashion trends, etc - and prospects for individual market sectors. Impact on market of upturn in house building, house-moving, and general decline in consumer confidence – timing and speed of recovery.
• Market Size by Value - 2008-13 at retail prices, and forecasts of sector performance to 2018, key factors influencing market growth, curtain market characteristics and future prospects.
• Mix by Major Product Sectors - overall share mix for ready-made, custom-made and fabric (changes over the last decade), factors influencing performance of individual sectors, prospects for future developments.
• Influence of Fashion and Styles – styles, fabrics, linings, trends in curtain styles and influence on purchasing decisions.
• Key Suppliers – key suppliers to the market, market shares for leading suppliers of ready-made curtains and curtain fabric, changes to supply structure.
• Market Size by Value - from 2008 -13, with forecasts to 2018, market characteristics, innovations and design trends, key factors influencing market growth, future prospects.
• Analysis by End-Use Application – % mix by value 2013 for windows, doors and conservatories, changes to mix since 2007.
• Mix by Blind Type and Style – share mix for custom and ready-made blinds, mix by type – vertical, Venetian, roller, soft and pleated – 2013, key trends and developments for major blind styles since 2005.
• Controls and Automation – review of trends in controls sector 2011-13, identification of leading suppliers of control and automation systems.
• Key Suppliers - supply structure, review of leading suppliers to UK blinds market.
•Market Background, Characteristics and Size – by value at retail prices from 2008-13, with forecasts to 2018, key factors influencing current and future market development and recent trends.
•Product Mix – analysis by format – share by ready-made and off-the-roll, styles and trends in lightweight curtains.
•Key Suppliers - market share estimates and review of leading suppliers/distributors of lightweight curtains.
CURTAIN SUSPENSION SYSTEMS
•Market Size – analysis by value 2008 -13 with forecasts of market performance to 2018, key factors influencing future market development.
•Product Mix – share mix between metal, wood poles, tracks. Changes to mix of key product sectors in terms of volume, characteristics and style trends, examination of key product sectors.
•Key suppliers –review of leading suppliers to curtain suspension sector, estimated market share 2013.
• Analysis by Channel – identification of key distribution channels for domestic window coverings, channel share analysis, recent changes to share, leading companies within each major channel, growth of internet sales.
The domestic window coverings market in the UK comprises four major product sectors: curtains, blinds, lightweight curtains and curtain suspension systems. Our estimates indicate that the market was worth approximately £1,1bn in 2013, after seeing growth rates of around 3% during the year.
The upturn in the market in 2013 followed two years of decline and sales have improved in the past 12 to 18 months, however the degree of improvement varies between the different product sectors and also between retailers/retail outlets, with some reporting a relatively strong market and others struggling.
The growth was largely the result of improvements in the housing market, with signs of economic recovery boosting consumer confidence although household spending was still constrained by rising utility bills, inflation, stagnate wages and levels of unemployment which remained high in some areas of the UK.
Replacement purchases are the dominant sector, accounting for an estimated 68% of purchases in 2013, however the ‘new housebuilding’ and ‘move to a new home categories’ have also seen growth over the last 2 years. In contrast, the conservatories and home improvements category has seen a fall in share to 10%.
The UK market for curtains was worth an estimated £535 million in 2013, representing an increase of over 2%. Readymade curtains accounted for over 50% of sales with a share that has remained relatively unchanged since
2008. Custom mades and curtain fabric accounted for lower shares.
Demand for window blinds in the UK domestic sector has also improved since our last report, with growth of just over 3% seen in 2013. Conservatories, a key end-use application for blinds, still accounted for over 25% of sales in 2013, though the share has fallen since 2011. Windows still dominate the mix, with doors/rooflights/skylights accounting for a much smaller share.
Demand for custom made blinds accounts for around 75% of the sector, and is underpinned by the UK’s non-standard window sizes. Venetian Blinds are still the UK’s top-selling domestic blind, accounting for over 30% of sales.
Sales of lace and lightweight curtains have performed relatively well, due to affordability, the rise in number of rented properties and demand for student lets, the need to maximise access to natural light in the home, as well as provision of both privacy and security.
The supply and distribution of window coverings is both fragmented and diverse, reflecting product mix as well as delivery, installation and service requirements. Mail order, internet and catalogue stores now dominate the distribution mix, accounting for an estimated 30% of sales, closely followed by department stores/variety stores and grocery multiples.
The stronger economy is likely to have a positive influence on future sales. In early-mid 2014 Britain’s economy grew at it fastest pace in over six years, with further growth forecast into 2015 at least. Business optimism has improved significantly, and consumer confidence is on an upward trend, with consumers expected to spend more on home furnishings in coming months.
A stronger new housing market resulting in more homes with windows to be dressed should also drive sales, as well as a higher level of housemoving activity - driving growth in both new and replacement sales. In addition, we are likely to see more ‘trading up’ to higher value products as householders’ spending power continues to improve.
The market is likely to experience further fragmentation, as more suppliers/retailers offer a wider range of products and services to maximise sales potential and try to add value wherever possible. A further rise in online shopping is also forecast, particularly within the homewares sector, and tablets and smartphones are increasingly used.
Spending is still constrained however, by concerns over real income/pay increases, and levels of debt which remain persistently high, as well as the prospect of higher interest rates and the effect this will have on mortgage and debt repayments, and this may constrain market growth to some extent in the short to medium term.
Our forecasts are for the total windowcoverings market to experience further steady growth of around 3 – 4% per annum to 2016. Given the post-election uncertainties and the possibility of a future rise in interest rates, our forecasts are for growth to stabilise at a more moderate 2 – 3% per annum to 2018, with the market forecast to be worth around £1,285 million by 2018.
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