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  4. > Window Coverings Market Report – UK 2014-2018 Analysis

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.


Companies included:

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:

THE MARKET

• 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.


CURTAINS

• 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.


BLINDS

• 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.


LIGHTWEIGHT CURTAINS

•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.


DISTRIBUTION CHANNELS

• 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.

Table Of Contents

Window Coverings Market Report - UK 2014-2018 Analysis
1. INTRODUCTION 7
1.1 BACKGROUND 7
1.2 SOURCES OF INFORMATION 7
2. SUMMARY AND FUTURE PROSPECTS 9
2.1 SUMMARY 9
2.2 FUTURE PROSPECTS 11
3. ECONOMIC ENVIRONMENT 12
3.1 GDP 12
3.2 INFLATION and INTEREST RATES 13
3.3 UNEMPLOYMENT 14
3.4 HOUSEHOLD CONSUMPTION 15
3.5 HOUSING and CONSTRUCTION 15
3.6 STERLING 16
3.7 POPULATION PROFILE 17
3.8 CONCLUSIONS 17
4. WINDOW COVERINGS MARKET OVERVIEW 19
4.1 DEFINITION 19
4.2 TOTAL MARKET SIZE 19
4.3 MARKET TRENDS AND CHARACTERISTICS 20
4.4 PURCHASE MOTIVATION FACTORS FOR WINDOW COVERINGS 22
4.4.1 Replacement Purchases 23
4.4.2 Property Transactions 24
4.4.3 New Housebuilding 25
4.4.4 Conservatories and other home improvements 26
4.5 INTERNATIONAL TRADE 27
4.5.1 Major Import Countries 27
4.6 MAJOR PRODUCT SECTORS 29
5. CURTAINS 31
5.1 MARKET SIZE AND CHARACTERISTICS 31
5.1.1 Market Size 31
5.1.2 Market Characteristics and Trends 32
5.2 CURTAIN PRODUCT SECTORS 33
5.2.1 Ready-Made Curtains 35
5.2.2 Custom Made Curtains 36
5.2.3 Curtain Fabric 38
5.3 FACTORS INFLUENCING CHOICE OF CURTAIN 39
5.4 KEY SUPPLIERS 39
5.4.1 Ready-Made Curtains 40
5.4.2 Key Fabric Suppliers 42
6. BLINDS 45
6.1 MARKET SIZE AND CHARACTERISTICS 45
6.1.1 Market Size 45
6.1.2 Market Trends and Characteristics 46
6.2 APPLICATION AREAS BY END USE 47
6.2.1 Windows 49
6.2.2 Conservatories 50
6.2.3 Doors, rooflights, skylights, etc. 50
6.3 BLIND TYPES 51
6.4 BLIND STYLES 52
6.5 CONTROLS AND AUTOMATION 54
6.6 SUPPLY STRUCTURE and KEY SUPPLIERS 55
7. LIGHTWEIGHT CURTAINS 59
7.1 MARKET SIZE and BACKGROUND 59
7.2 MARKET CHARACTERISTICS AND TRENDS 60
7.3 PRODUCT MIX 60
7.3.1 Lightweight Curtain Formats 60
7.3.2 Lightweight Curtain Styles 61
7.4 KEY SUPPLIERS 62
8. SUSPENSION SYSTEMS 64
8.1 MARKET SIZE 64
8.2 PRODUCT MIX 65
8.2.1 Metal Poles 66
8.2.2 Wooden Poles 66
8.2.3 Curtain Tracks / Rails 67
8.2.4 ‘Others' 67
8.3 KEY SUPPLIERS 67
9. DISTRIBUTION 69
9.1 DEFINITION 69
9.2 DISTRIBUTION CHANNEL SHARES 69
9.3 INDEPENDENTS and SPECIALISTS 71
9.4 DEPARTMENT STORES, VARIETY STORES AND GROCERY MULTIPLES 73
9.4.1 Department Stores 73
9.4.2 Variety Stores and Grocery Multiples 73
9.5 THE INTERNET, MAIL ORDER and CATALOGUE STORES 74
9.5.1 Internet Services 74
9.5.2 Mail Order and Catalogue Stores 74
9.6 DIY MULTIPLES 75
9.7 FURNITURE and FURNISHING MULTIPLES 76
CHART 1 UK WINDOW COVERINGS MARKET AND FORECASTS 2008 -2018 - BY VALUE (£ MILLION AT RSP) 9
TABLE 2 GDP DATA - 2011-2014 - KEY CONSTITUENT ELEMENTS 12
CHART 3 INTEREST RATES AND INFLATION (CPI) FROM 1994-2018 14
CHART 4 PDI and SAVINGS RATIO AT CURRENT PRICES 1995-2018 15
TABLE 5 EXCHANGE RATE FLUCTUATIONS 2008-2014 - STERLING TO THE DOLLAR, AND THE EURO, SPOT RATES 17
TABLE 6 UK MARKET FOR DOMESTIC WINDOW COVERINGS 2008 -2018 BY VALUE (£ MILLION AT RSP) 20
CHART 7 PURCHASE MOTIVATION FACTORS FOR WINDOW COVERINGS 2013 - % BY VALUE (NEW HOUSING, REPLACEMENT, HOUSE MOVING, CONSERVATORIES) 23
TABLE 8 NUMBER OF UK RESIDENTIAL PROPERTY TRANSACTIONS 2009 -2013 - BY VOLUME (THOUSANDS) 24
TABLE 9 HOUSE BUILDING STARTS AND COMPLETIONS (GREAT BRITAIN) 2008 TO 2018 - BY VOLUME (‘000 DWELLINGS) 25
TABLE 10 INTERNATIONAL TRADE IN CURTAINS, INTERIOR BLINDS and CURTAIN/BED VALANCES 2008 TO2013 - BY VALUE (£ MILLION) 27
CHART 11 SOURCE COUNTRIES FOR WINDOW COVERINGS IMPORTS 2013 - % BY VALUE 28
TABLE 12 WINDOW COVERING IMPORTS BY COUNTRY 2009, 2011 AND 2013 BY VALUE (£ MILLION) AND % CHANGE 2011 - 2013 28
TABLE 13 IMPORT SOURCE COUNTRIES FOR WINDOW COVERINGS ASIA and OCEANIA* VERSUS EUROPEAN UNION 2005 - 2013 (% SHARE BY VALUE) 29
TABLE 14 UK WINDOW COVERINGS MARKET - PRODUCT MIX BY VALUE 2013 (£ MILLION AT RSP) - CURTAINS, BLINDS, LIGHTWEIGHT CURTAINS, CURTAIN SUSPENSION 29
CHART 15 UK MARKET AND FORECASTS FOR CURTAINS 2008 - 2018 - BY VALUE (£M AT RSP) 31
CHART 16 UK MARKET FOR CURTAINS MIX BY PRODUCT TYPE 2013 (CUSTOM MADE, READYMADE, FABRIC) - % BY VALUE 34
TABLE 17 UK MARKET FOR CURTAINS MIX BY CURTAIN TYPE 2005, 2011 and 2013 - % BY VALUE 35
CHART 18 UK MARKET AND FORECASTS FOR READY-MADE CURTAINS 2008 - 2018 - BY VALUE(£ MILLION AT RSP) 36
CHART 19 UK MARKET AND FORECASTS FOR CUSTOM-MADE CURTAINS 2008 TO 2018 - BY VALUE (£ MILLION AT RSP) 37
TABLE 20 UK MARKET AND FORECASTS FOR CURTAIN FABRIC 2008 TO 2018 - BY VALUE (£ MILLION AT RSP) 38
TABLE 21 MARKET SHARES OF LEADING SUPPLIERS OF READY-MADE CURTAINS - 2013 40
TABLE 22 MAJOR UK FABRIC SUPPLIERS 2013 - MARKET SHARE 42
TABLE 23 UK DOMESTIC BLINDS MARKET AND FORECASTS 2008-2018 - BY VALUE (£ MILLION AT RSP) 45
CHART 24 UK BLINDS MARKET BY END USE SECTOR (WINDOWS, CONSERVATORIES AND DOORS) 2013 - % BY VALUE 48
TABLE 25 UK BLINDS MARKET BY END USE APPLICATION MIX 2007, 2011 and 2013 - % BY VALUE (WINDOWS, CONSERVATORIES, DOORS/ROOFLIGHTS) 49
CHART 26 UK MARKET FOR BLINDS PRODUCT MIX (CUSTOM MADE AND READYMADE BLINDS) 2013 - % BY VALUE 51
CHART 27 UK MARKET FOR DOMESTIC BLINDS - PRODUCT MIX 2013 - % BY VALUE (VERTICAL, VENETIAN, ROLLER, SOFT, PLEATED, OTHER) 54
CHART 28 UK MARKET AND FORECASTS FOR LIGHTWEIGHT CURTAINS 2008 TO 2018 BY VALUE - £ MILLION AT RSP 59
CHART 29 UK MIX OF LIGHTWEIGHT CURTAIN PRODUCTS 2007, 2011 and 2013 - % BY FORMAT (OFF-THE-ROLL, READYMADE) 61
TABLE 30 MARKET SHARE FOR LEADING SUPPLIERS OF LIGHTWEIGHT CURTAINS 2013 62
TABLE 31 UK MARKET AND FORECASTS FOR CURTAIN SUSPENSION SYSTEMS 2008 - 2018 - BY VALUE (£ MILLION AT RSP) 64
CHART 32 PRODUCT MIX FOR UK CURTAIN SUSPENSION MARKET 2013 -BY VOLUME (METAL POLES, WOOD POLES, TRACK, OTHERS) 65
TABLE 33 MARKET SHARES BY TRACK and POLE SUPPLIER % BY VALUE 2013 68
TABLE 34 DISTRIBUTION CHANNEL MIX OF WINDOW COVERINGS 2013 - SHARE BY VALUE (%) - MAIL ORDER/INTERNET/CAT., INDEPENDENTS/SPECIALISTS, DEPT. / VARIETY STORES, DIY, OTHERS 70
TABLE 35 MIX OF TEXTILE RETAILERS BY TURNOVER 2009, 2011 AND 2013

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