editor in chief (international) of mÖbelmarkt ... · furniture malls in germany: • much more...

Editor in Chief (international) of MÖBELMARKT(International Interior Business Magazine)

and General Manager of CRP Consulting

Nuremberg, Germany

CRP Consulting – September 2015

The furniture market in

Germany and Europe

3CRP Consulting – September 2015


Germany – a fortunate island?

5

Germany: Facts and figures

• 82 Million inhabitants (decreasing).

• 40,4 Million households (increasing).

• Conclusion: More and more single households.

• Per capita living space: 43 sqm (more than ever!).

• More than 60% of all apartments/houses have balcony

or garden (Outdoor furniture!).


6

Germans are getting older.

More than 30 Million Germans are more than 50 years old, half of them are older than 65.Generation 60 Plus is a very interesting but extremly heterogenous target group (high purchasing power, but very different interests and tastes).


7

Germany: Economic growth in 2015:

+1.7 – 1,8%*

* Average forecast of several institutes



The European furniture sector –suffering from the economic crisis Some facts & figures:

• Italy: Market volume for furniture was decreasing by

7% in 2013, 4 % in 2014

• Spain: Decrease of the market volume for furniture

between 2006 and 2012: -60%. Between 2010 and

2012 50% of the Spanish furniture retailers had to give

up and to close shops.

Slight recovery of the market beginning of 2015

9

No crisis in Germany?Sales volume of the German furniture retail sector

2014:

31,3 billion Euro* (+1,8%).

*Total amount incl. kitchen and home accessories. Without kitchen and

home accessories: 14 billion Euro.

Market share: 28% kitchen, 18% upholstery furniture,

12% living and bedroom furniture.

Online furniture sales: 1.5 billion Euro (4%)

10

The German furniture retail business:

• Approx. 8.000 furniture retailers. They represent

75% of the total sales

• More than 80% are members of buying groups

• Total sales area: 23 million sqm

• Market is getting more and more splitted in low end

and medium to high end

• 25% of the business is generated by discount markets

(Roller, Poco, Boss).


Concentration:Top Ten retailers represent 48% of the total sales volume

11CRP Consulting - September 2015

12

Increasing number of big stores

2002: 116 stores bigger than 25.000 sqm.

2014: 165 stores bigger than 25.000 sqm.

Biggest store: Möbel Inhofer and Möbel Mahler,

each with 74.000 sqm sales area

(Distance between the two mega stores: approx. 10 km).


Furniture store Mahler, Neu Ulm

Furniture malls in Germany:

• Much more than furniture stores

• Big variety of products: furniture, kitchen,

home accessories, kitchenware, tableware,

home textiles, carpets, floring, kightings, gifts &

toys

• Restaurants & coffee shops

• Special events like f. e. Christmas markets,

beer festivals, holiday programs for children

etc.


14

Top players in the German furniture retail business:

1. Ikea DeutschlandTurnover: 4.12 billion Euro48 Ikea furniture stores

2. XXXLutz-Group

Turnover: 2.1 billion EuroRetail brands: XXXLutz, XXXLNeubert, XXXLMann, XXXLHiendl, XXL Rück, XXXL Kröger Mömax, Sparkauf

3. Krieger-GroupTurnover: 2.003 billion EuroRetail brands: Höffner, Möbel Kraft, Sconto, Kriegerhome

4. Otto Group

Turnover Living: 1.460 billion EuroRetail Brands: Otto, Küche&Co., Baur, Heine, Smatch.com, Quelle.de, Neckermann.de, Schwab, Manufactum, Baumarkt.direkt, Schlafwelt.de

15



5. Tessner-Group

Turnover: 1.446 billion EuroRetail brands: Roller, Tejo, SB Lagerkauf, Meda Küchen

6. PocoTurnover: 1.330 billion EuroRetail Brand: Poco, Poco SB-Lagerverkauf

7. Porta Möbel-Group

Turnover: 1.250 billion EuroRetail brands: Porta Möbel, Möbel Hausmann, SB-Möbel Boss

8. Ebay DeutschlandTurnover Living: 1.905 billion EuroSales concept: Online marketplace

16



9. Lars Larsen RetailTurnover: 1.017 billion EuroRetail Brand: Dänisches Bettenlager, Bolia

10. Segmüller

Turnover: 945 million EuroRetail Brands: Segmüller, Möbel Maxx

11. Amazon.deTurnover Living: 515 million EuroConcept: online marketplace

12. Karstadt WarenhausTurnover „Karstadt Home“: 440 Mio. million EuroRetail brand: Karstadt

17



13. Möbel MartinTurnover: 430 million Euro8 furniture stores

14. Depot/Gries Deco CompanyTurnover: 344 million Euro385 outlets selling home accessories and small furniture

15. SchaffrathTurnover: 340 million EurosRetail brands: Schaffrath 4 furniture stores, 10 kitchen-stores,3 Schaffrath Young Stores, 2 Casa Natura, 11 Electric Schaffrath,1 kitchen-express, Knuffmann 3 furniture stores, 1 „design collection“, 4 K.N.A.S.T.

18CRP Consulting

More than 80% of all German retailers are

member of a buying group


20CRP Consulting - Mai 2013

21


The German furniture industry (manufacturers):• Turnover 2014: 16.4 billion Euro

(under the prior crisis level of 17.2 billion Euro in 2008).

• Increase in 2014: +2.5% (2013: Decrease of 3.7%)

• 516 manufacturers (-10% in the past 10 years).

• Turnover per manufacturer

2005: 25,6 million Euro

2014: 31.8 million Euro

Conclusion: CONCENTRATION

22

German furniture exports Jan-June: • 4.93 billion Euro (+4.4%)

• Generally successful in EU countries (+4%), especially in UK (13.4%)in Asia and America (China +19.5, USA +23.4%).

• Problems in France -6.2%, Austria -4.6%, .• Big problems in Russia: -31.4% (before: +20% per year)



German furniture imports Jan-June:

• 6 billion Euro (+5.4%)

• Import share of the total sales volume: 61%!.

• Biggest importers:1. Poland (+3%)2. China (+24%)3. Czech Republic (+7.5%)


Why the situation in the German furniture

sector is better than in other countries?

• Consumers were not directly affected by Euro crisis• Low jobless rate (labor shortage in some industry sectors)

improves climate for private consumption• Cultural aspects. German love to live in a cozy environment.

So the per capita cosumption for furniture is higher than in other countries (more than 380 Euro per year).

25

How the Germans like to live today?Trends in the German furniture market


26

Trinity of design, quality and material!The combination is important, not only in the high end segment.



Trends:

• Nature is capturing apartments and houses.• Green passion is affecting the choice of materials.• Consumers want to have a cozy home• Harmonic shapes and colors.• Especially in the bigger cities:

Global trends are escalating

Photo: Erpo


29

Trend:• Wall units are getting more flexible, more individual, more intelligent (more functions)• Compatible with home entertainment systems• LED lighting


Photo: Gwinner


31

Variety of wood:

•Oak is Number 1, in different colors!

•Share of Walnut stays stable.


Photo: Voglauer


33

Sofa trends:

• People prefer to sit a bit softer.

• Seat comfort becomes more and more important.


Photo: Chateau d‘Ax


35

Sofas MUST convince by perfect functionality (Only in the low end sector you can sell sofas without function)


Photo: PM Oelsa



Photo: FM Munzer

38

Upholstered beds:

Mega trend boxspring


Photo: Tom Tailor/ADA


40

Color trends:• Furniture is getting more colorful

• White stays important, but losing market shares in favor of grey and silver

• Renaissance of black


41

Vielen Dank,Aitäh,

thank you!


editor in chief (international) of mÖbelmarkt ... · furniture malls in germany: • much more...

Documents