Research’s estimates indicate that the market for domestic window coverings in the UK was worth over £1.1bn in 2013, having experienced growth of around 3% over 2012. The upturn in the market in 2013 followed two years of decline, though the degree of improvement varied significantly between the different product sectors.
Growth was largely driven by improvements in the housing
market, with economic recovery boosting consumer confidence. The market is very
mature and replacement purchases are
the dominant sector, accounting for an estimated 68% of sales in 2013, though
the ‘new housing’ and ‘move to a new home’ categories have also
seen growth over the last 2 years.
The UK market for curtains was worth an estimated £535
million in 2013, representing a small increase over 2012. Readymade curtains
accounted for over 50% of sales with a share that has remained relatively
unchanged over the last 5 years, while custom made curtains and curtain fabric
accounted for lower shares.
Demand for window blinds has also been relatively buoyant,
with growth of over 3% in 2013. Conservatories, a key end-use application for
blinds, still accounted for more than a quarter of sales in 2013, though share
has fallen in recent years reflecting the declining consumer appeal of
conservatories. Custom made blinds account for over 70% of sales and venetian blinds
are still the top-selling domestic blind in the UK.
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 are now the largest distribution channel, but closely followed by
department stores/variety stores and grocery multiples.
Andrew Hartley, Director of AMA Research said: “The stronger economy is likely to have a
positive influence on future sales. Growth in housebuilding creates new demand,
while a recovery in housemoving will also help drive up sales, as new curtains
and blinds are seen as a relatively quick and low cost way of improving the
décor of a new home. In addition, we are
likely to see an increasing amount of ‘trading up’ to higher value products as
householders’ spending power continues to improve.”
The market is likely to experience further fragmentation,
as more suppliers and retailers broaden their 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.
Our forecasts indicate that the total windowcoverings
market will experience further steady annual growth of around 2–4% up to 2018, with
the market forecast to be worth around £1.28 billion by 2018.
Window Coverings Market Report - 2014-2018 Analysis’ report is published by
AMA Research, a leading provider of market research and consultancy services
within the construction and home improvement markets. The report is available
now and can be ordered online at www.amaresearch.co.uk or by calling 01242