Bedroom Furniture will be the only furniture sector in United Kingdom (UK) to grow in 2017, as it benefits from its close links with customer wellbeing. Though spending remains constrained, replacing an uncomfortable mattress will be prioritized. Customers place more importance on the need to replace mattresses. Greater innovation from new pure-play entrants will also make mattresses the star performer in this sector.
IKEA has extended its lead atop the bedroom market as its excellent value and innovative solutions to storage support the retailer. A new advertising campaign around its bedroom offer will maintain awareness while its new stores in Reading and Sheffield will support growth. However, the biggest mover in the last three years has been Dreams, increasing its share by 1.5 percentage points between 2015 and 2017. The retailer has recovered strongly since entering pre-pack administration in January 2013, investing in improving product quality, service levels and store environment. With strong expansion planned in 2017, the gap between Bensons and Dreams will narrow in 2018.
Retailers must now be more design focused with 27.1% of customers saying they bought bedroom furniture as they wanted a new look or to be on trend. This was especially true for 25-34 year olds, with 37.7% saying offering fashionable ranges was a factor in where they bought from.
Stores still have a much greater role than online in pre-purchase research, reiterating this channel’s importance in bedroom. The next step for stores now is to integrate it more fully with online.
A key driver behind the growth of the bedroom market has been an increase in 25-34 year old customers. This age group remains the largest within bedroom furniture, accounting for 23.1% of shoppers, 4.4 percentage points higher than 2015. This is reflective of this age group moving house more frequently, with 19.1% of this age group stating that they purchased bedroom furniture after moving.
The report “Bedroom Furniture, 2017” is a comprehensive insight and analysis of the UK market, the major players, the main trends, and consumer attitudes.
In particular, this report provides the following:
- Analysis of the key strategies for success in United Kingdom (UK) market, as well as the most important market issues.
- Detailed data on the size of the market, the key drivers, and how spend is distributed.
- Profiles of the major players, and analysis of the key trends driving the market.
- Detailed insights on whose consuming, what they are buying, where they are buying, and what makes consumers purchase.
Companies mentioned in this report: Argos, Bensons for Beds, Carpetright, Dreams, Eve, Furniture Village, IKEA, John Lewis, Leesa, Next, Mattressman, Simba, Warren Evans
- Sales of non-bed bedroom furniture, such as wardrobes and bedside tables, will struggle up to 2018 as customers are forced to prioritise their spend. However, when the market recovers from 2019 onwards, retailers must ensure their offer is more design led and offers innovative storage solutions to resonate with customers.
- IKEA has extended its lead atop the market as its contemporary designs and low price points present excellent value while its innovative approach to storage resonates with a customers that increasingly wants to make the most of the space in their home.
- Bensons remains stable in second but is set to be pushed harder by Dreams which has had an exceptional 2016. From entering pre-pack administration in early 2013, Dreams has done exceptionally well to turn itself around with investment in product quality, store environment and customer service paying off.
- Retailers must now be more design focus in their products with 27.1% of customers saying they bought bedroom furniture to get a new look or to be on trend. This was especially true for the key age group of 25-34 year old customers, with 37.7% stating they bought from a retailer due to the more fashionable ranges that were on offer.
Reasons to buy
- Utilise our five-year forecasts to 2022 for individual sub-categories, online penetration and channels of distribution to enable targeted investment in high performing areas.
- Recognise which consumers to target and how to drive spend from them by utilising our shopper penetration data and understanding what influences their retailer selection and spending motivations.
- Understand how the online channel will impact upon the bedroom furniture by using our online penetration and expenditure forecasts and analysis on channels and online fulfilment.
- Gain a better understanding of consumer sentiment for the emerging mattress-in-a-box market, to discover brand awareness, where awareness is highest and what the main barriers to entry are.