Germany is one of the largest markets for home textiles in Europe. It is one of the prominent countries in western Europe for bed, bath, and table linen consumption. Due to the increase in real private expenditure consumer spending is increasing on home textile products in Germany.
Germany is also the largest importer and exporter of home textiles in Europe. There is a rising trend for eco-friendly home textiles in Germany. Germany has traditionally led Europe's demand for organic cotton, with mail-order companies, accounting for the bulk of sales in this category.
The country also conducts a global trade fair known as Heimtextil for home textiles, interior design, and interior trends annually. As per the eventŐs statistics, 31% of the visitors show interest in bed linen, 30% for textile home accessories and cushions, 23% for bathroom textiles, and 18% for bedcovers.The online trade of Germany in the household and home textiles segment is developing positively despite COVID-19. By April 2020, the online sales of home textiles were increased by 20.8% over 2019.
Key Market Trends
Positive Housing Market Fuels Demand for Home Textile Products
The developments in the housing market also affect the European market, for home decoration and household textiles. Between 2017 and 2019, there was an increase in new-build housing in Europe, especially in countries like Germany. This demand for new housing units is expected to continue further in the future.
This is an important indicator of the housing market, as the construction of new houses implies that the houses need to be furnished and decorated, which may indicate growth in consumption for the home decoration and household textiles sectors. Home textile products, such as duvet covers, have high potential, to develop in countries like Germany.
Rising Imports of Home Textiles in Germany
Germany is the largest importer of the home textile products in Europe with nearly 18% of the imports in home decorations and home textiles in the region in 2018. Most of the German imports of home textiles arrive from within Europe while the rest of the imports are from developing countries such as China, India, and Turkey. In addition to being EuropeŐs main importer and largest market, Germany also exports a lot of home textile products. Most of the home textile exports consist of re-exports since Germany is not a significant home textiles producer.
The German home textile industry is highly competitive and fragmented with some of the major players such as Tirotex, Bimatex, and H&M. The industry is primarily, composed of small and medium-sized companies that, over recent decades, have seen a transformation from low-cost high-volume production to that of high quality.
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