Recent Study: Homewares in Sweden

From: Fast Market Research, Inc.
Published: Thu Jun 26 2014

In 2013, the major trend was transitions in distribution. Both internet retailers and modern grocery retailers increased their shares. More expensive purchases online was the main driver behind the strong growth in internet retailing. People were becoming more confident when using online shops and did not feel the same need to see the products in real life. In addition, there is a wide variety of safe payment solutions that help to alleviate anxiety about making purchases. The specialised homewares and home furnishings stores had a slower inflow of customers and many outlets suffered economically. One challenge will be to increase the amount of customers in the stores and at the same time maintain their high average spending.

Competitive Landscape

IKEA AB led sales in 2013 with a 39% value share. The company’s longstanding position and unique distribution strategy was traditionally rooted in the minds of Swedish consumers. Taking a holistic approach in its outlets, homewares products are usually put into context, more similar to a showroom than an ordinary store. In combination with the outlet design, the company offers low unit prices with which almost no other homeware outlet can compete. Hence, besides appealing to the national pride of Swedish consumers, wide product ranges, low unit prices and customer-oriented outlet design are the key factors for IKEA’s dominant position.

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Industry Prospects

The changes in the distribution landscape are expected to continue over the forecast period. Availability is becoming increasingly important and that is one reason why modern grocery and internet retailers are reaching a wide set of customers. There will be a strategic challenge for traditional homewares and home furnishings stores that still operate with one channel strategy. Mergers and acquisitions of single outlets can be expected. Financially-strong companies that are aiming to expand will acquire poorly-performing outlets in order to strengthen their regional presence.

Homewares Market Research

Analyse key trends and developments in Sweden for all product categories, competitors and channels.

Evaluate the market position and financial performance of the leading national and international market players.

Product coverage: Dining, Kitchen.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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