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AM17001 AMA WINDOW COVERINGS MARKET UPDATE 2001

This report covers: window coverings, vertical blinds, soft blinds, roller blinds, venetian, roller, pleated, net curtains, tracks,

Companies covered include: Eclipse, Louver-Lite, Hunter Douglas, Hillarys, Swish, Harrison Drape

Key Areas
Table of Contents
Executive Summary
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KEY AREAS

AMA Research have recently published an interim review of the "UK Domestic Window Coverings Market Report ". The Update 2001 Edition reviews key aspects of the fifth edition of the Domestic Window Coverings Market Report, originally published in September 2000, and provides revised information on activities within the market during 2000. The Update 2001 edition also provides updated forecasts of future market performance based on recent events.

Product areas covered include: -

CURTAINS - Ready-mades, Custom-mades and fabric.
BLINDS - Venetian, Vertical, Roller, Soft and Pleated.
LACE/NET CURTAINS
CURTAIN SUSPENSION SYSTEMS - Wooden and Metal Poles, Metal and Plastic Tracks

The market is estimated to be worth over £1 billion at retail prices and has been subject to major changes in product mix during the last decade. The market continued to reflect moderate growth during 2000, continuing the pattern experienced in 1999. The prospects for the short term future are for further moderate levels of growth, though performance will vary between sectors.

The report is written by marketing professionals, with experience in the home improvement sector enabling us to provide comprehensive and detailed coverage of these changing markets. Information is collated from a wide range of trade and other sources providing data and comment that is both specific and relevant to the market involved. The 2000 Report Content Includes the following areas with Updated 2001 Analysis is Highlighted in Bold:

THE MARKET

Total Window Coverings Market - analysis of size by value, historical trends and forecasts to 2004. Includes revised forecasts for 2000 to 2004.
Increasing impact of fashion/trends aspect of the window coverings market. Effects of current economic climate.
Import & export of curtains and interior blinds. International Trade Update 2000
Analysis by major product sectors - Curtains, Blinds, Tracks & Poles and Lace/Nets.

CURTAINS

Market Update 2000 - revised forecasts for curtain market 2000 to 2004
Market size - value, historical trends & future prospects. percentage shares by product type. Trends in curtain fashions and styles.
Ready-made curtains - market size by value, trends, characteristics & future prospects.
Fabric - Size of market and trends by value. Fabric types.
Custom-made curtains - market size by value, historical trends, current situation, recent developments and future prospects.
Market share analysis of key suppliers to ready-made curtain and curtain fabric markets. Updated company financial information and recent corporate activity.

BLINDS

Market Update 2000 - revised assessment of blinds market during 2000 and forecasts to 2004.
Market size and trends, current popularity of soft, roller and Venetian blinds, future prospects for total market.
Reasons for relative buoyancy in the blinds market. Custom and ready-made blinds.
Shares by major blind style, volume and value, trends in each blind style - Venetian, Vertical, Roller, Soft and Pleated blinds. Identification of growth sectors.
Supply structure - Major manufacturers, product and market positioning, review of complex distribution structure. Financial updates and review of corporate activity.

NET CURTAINS

Market size, current performance, trends, history, major influences, future prospects.
Reasons for purchasing nets, mix between off the roll and ready-mades, styles and designs. Market and product trends.
Key net/lace curtain suppliers, market shares.

CURTAIN SUSPENSION SYSTEMS

Market Update 2000 - review of market performance during 2000, revision of forecasts 2000 to 2004.
Market size, past and present trends, future prospects.
Share by type - wooden poles, metal poles, metal tracks, plastic tracks. Identification of growth sectors, mix changes, product trends. Changes in attitude towards curtain suspension products.
Major track and pole manufacturers, their dominance of this sector, product and market positioning.

DISTRIBUTION AND FUTURE PROSPECTS

Major channels of distribution - shares by type of outlet, areas of growth and decline, future trends. Updated distribution mix 2000.
Summary of key companies within retail distribution.
Prospects for the window coverings market - major factors influencing future performance. Potential growth areas and fashion trends.

The report contains over 120 pages of ORIGINAL research on the window-coverings market and provides incisive and thought provoking views on its future development.

TABLE OF CONTENTS

TABLES AND CHARTS
1.	INTRODUCTION	8
2.	SUMMARY	10
2.1	CURTAINS	11
2.2	BLINDS	12
2.3	LACE/NET CURTAINS	12
2.4	CURTAIN SUSPENSION	12
2.5	DISTRIBUTION	13
3.	ECONOMIC ENVIRONMENT	14
3.1	GDP	14
3.2	INFLATION & INTEREST RATES	15
3.3	UNEMPLOYMENT & CONSUMER SPENDING	15
3.4	HOUSING & CONSTRUCTION	16
3.5	STERLING	17
3.6	CONCLUSIONS	17
4.	WINDOW COVERINGS MARKET OVERVIEW	18
4.1	DEFINITION	18
4.2	TOTAL MARKET SIZE	18
4.2.1	Market Development 1994 to 2000	18
4.2.2	Revised Forecasts 2001-2004	19
4.2.3	Market History	21
4.2.4	Market Performance 2000	21
4.2.5	Market Characteristics	22
4.2.6	Future Prospects - Update 2001	23
4.3	KEY MARKET INFLUENCES	26
4.3.1	Purchase Motivation Factors for Window Coverings	27
4.3.2	The Housing Market	28
4.3.2.1	New Housebuilding Sector	28
4.3.2.2	House Moving Market	29
4.3.3	Domestic Window Market	31
4.3.4	Market for Patio Doors	31
4.3.5	Domestic Conservatory Market	32
4.4	INTERNATIONAL TRADE IN WINDOW COVERINGS	34
4.4.1	International Trade - Updated Figures	37
4.5	MAJOR PRODUCT SECTORS	39
4.5.1	Value Share 1999	40
4.5.2	Value Share 2000	40
5.	CURTAINS	42
5.1	MARKET SIZE AND CHARACTERISTICS	42
5.1.1	Market Development 1994 to 2000	42
5.1.2	Revised Forecasts 2001 to 2004	43
5.1.3	Market History	44
5.1.4	Market Performance 2000	45
5.1.5	Market at Constant Prices	46
5.1.6	Future Prospects	47
5.2	CURTAIN PRODUCT SECTORS	48
5.2.1	Update 2000 - Curtain Market by Sector	50
5.2.2	Ready-Made Curtains	52
5.2.2.1	Market Development 1994 to 2000	52
5.2.2.2	Revised Forecasts 2001 to 2004	52
5.2.3	Fabric	55
5.2.3.1	Market Development 1994 to 2000	55
5.2.3.2	Revised Forecasts 2001 to 2004	56
5.2.4	Custom-Made Curtains	58
5.2.4.1	Market Development 1994 to 2000	58
5.2.4.2	Revised Forecasts 2001 to 2004	59
5.3	TRENDS IN CURTAIN FASHIONS	60
5.3.1	Curtain Styles	60
5.3.2	Fabric Types	60
5.3.3	Curtain Linings	61
5.4	KEY SUPPLIERS	61
5.4.1	Ready-Made Curtains	61
5.4.2	Key Fabric Suppliers	66
5.5	UPDATED CORPORATE INFORMATION	72
5.5.1	Company Financial Information	72
5.5.2	Updated Corporate Information	72
6.	BLINDS	74
6.1	MARKET SIZE AND CHARACTERISTICS	74
6.1.1	Market Development 1994 to 2000	74
6.1.2	Revised Forecasts 2001 to 2004	75
6.1.3	Comparison by Sector 2000	76
6.2	FUTURE PROSPECTS	78
6.3	APPLICATION AREAS BY END USE	79
6.3.1	Windows	80
6.3.2	Patio Doors	80
6.3.3	Conservatories	80
6.4	BLIND TYPES	81
6.5	BLIND STYLES	82
6.5.1	Market Trends- Update 2000	82
6.5.2	Venetian Blinds 84
6.5.3	Vertical Blinds	85
6.5.4	Roller Blinds	85
6.5.5	Soft Blinds	86
6.5.6	Pleated Blinds	87
6.6	FUTURE PROSPECTS	87
6.7	KEY SUPPLIERS	88
6.7.1	Supply Structure	88
6.7.2	Key Component Suppliers	91
6.7.3	Key Blinds Manufacturers	92
6.7.4	Key Conservatory Blinds Manufacturers	94
6.8	UPDATED CORPORATE INFORMATION	94
6.8.1	Updated Company Financial Information	94
6.8.2	Corporate Activity	95
7.	NET CURTAINS	96
7.1	MARKET SIZE	96
7.2	MARKET CHARACTERISTICS AND TRENDS	98
7.3	PRODUCT MIX	100
7.4	KEY SUPPLIERS	102
7.5	UPDATED COMPANY FINANCIAL INFORMATION	105
8.	CURTAIN SUSPENSION SYSTEMS	106
8.1	MARKET SIZE	106
8.1.1	Market Development 1994 to 2000	106
8.1.2	Revised Forecasts 2001 to 2004	107
8.2	PRODUCT MIX	108
8.2.1	Wooden Poles	109
8.2.2	Metal Poles	110
8.2.3	Metal Tracks	111
8.2.4	Plastic Tracks	111
8.2.5	Others	112
8.3	KEY SUPPLIERS	112
9.	DOMESTIC DISTRIBUTION	115
9.1	DEFINITION	115
9.2	DISTRIBUTION CHANNEL SHARES	115
9.3	INDEPENDENTS & SPECIALISTS	117
9.3.1	Independents	117
9.3.2	Specialists	118
9.4	DEPARTMENT STORES, VARIETY STORES & CO-OPERATIVES	119
9.4.1	Department Stores	119
9.4.3	Variety Stores	119
9.5	MAIL ORDER & CATALOGUE STORES	120
9.6	DISCOUNT WAREHOUSES/FURNITURE & FURNISHING MULTIPLES	121
9.7	DIY	123
9.8	OTHER DISTRIBUTION CHANNELS	124
10.	FUTURE PROSPECTS	125
CHART 1:	THE WINDOW COVERINGS MARKET - 1994 TO 2004 (£ MILLION AT MSP)	10
TABLE 2 :	TOTAL UK MARKET FOR DOMESTIC WINDOW COVERINGS (£ MILLION AT RSP) 1994-2000	19
TABLE 3 :	TOTAL UK MARKET FOR DOMESTIC WINDOW COVERINGS (£ MILLION AT RSP) 2000 TO 2004 REVISED FORECASTS	20
TABLE 4:	WINDOW COVERINGS MARKET BY VALUE (£ MILLION RSP) 1990-2004 CURRENT AND CONSTANT (1998) PRICES	24
TABLE 5:	UK MARKET FOR BLINDS AND CURTAINS - MAIN PURCHASE MOTIVATION FACTORS	27
TABLE 6:	HOUSING COMPLETIONS 1990-2000 GREAT BRITAIN ('000)	28
TABLE 7:	NUMBER OF PROPERTY TRANSACTIONS IN ENGLAND AND WALES 1996-2000	30
TABLE 8:	UK MARKET FOR PATIO DOORS - BY VOLUME 1994 TO 2000	32
TABLE 9:	UK DOMESTIC MARKET FOR CONSERVATORIES - BY VOLUME AND VALUE 1994 TO 2000	33
TABLE 10 :	INTERNATIONAL TRADE IN CURTAINS, INTERIOR BLINDS & CURTAIN/BED VALANCES 1994-1999 (£ MILLION AT MSP)	34
TABLE 11:	INTERNATIONAL TRADE IN CURTAINS AND INTERIOR BLINDS BY COUNTRY 1999	36
TABLE 12 :	INTERNATIONAL TRADE IN CURTAINS, INTERIOR BLINDS & CURTAIN/BED VALANCES 2000 AND 1ST QUARTER 2001(£ MILLION AT MSP)	37
TABLE 13:	INTERNATIONAL TRADE IN CURTAINS AND INTERIOR BLINDS WITH COUNTRIES WITHIN THE EC DURING 2000	38
TABLE 14:	INTERNATIONAL TRADE IN CURTAINS AND INTERIOR BLINDS WITH COUNTRIES OUTSIDE THE EC DURING 2000	39
TABLE 15:	UK WINDOW COVERINGS MARKET SECTORS MIX BY VALUE 1999 AND 2000 - (£ MILLION AT RSP)	40
TABLE 16:	UK MARKET FOR CURTAINS (£ MILLION RSP) 1994-2000	42
TABLE 17:	UK MARKET FOR CURTAINS (£ MILLION RSP) REVISED FORECASTS 2000 TO 2004	43
CHART 18:	UK MARKET FOR CURTAINS (£ MILLION AT RSP) - CONSTANT 1998 PRICES	46
CHART 19:	UK CURTAIN MARKET BY SECTOR VOLUME & VALUE percent 1999	50
TABLE 20:	UK MARKET FOR CURTAINS BY TYPE percent MIX BY VALUE 1988 AND 1999	51
TABLE 21:	UK MARKET FOR READY-MADE CURTAINS (£ MILLION AT RSP) 1994-2000	52
TABLE 22:	UK MARKET FOR READY-MADE CURTAINS (£ MILLION AT RSP) REVISED FORECASTS 2000 TO 2004	53
TABLE 23:	UK MARKET FOR FABRIC (£ MILLION RSP) 1994-2000	55
TABLE 24:	UK MARKET FOR CURTAIN FABRIC (£ MILLION RSP) REVISED FORECASTS 2000 TO 2004	56
TABLE 25:	UK MARKET FOR CUSTOM-MADE CURTAINS (£ MILLION RSP) 1990-2000	58
TABLE 26:	UK MARKET FOR CUSTOM-MADE CURTAINS (£ MILLION RSP) REVISED FORECASTS 2000 TO 2004	59
TABLE 27:	MARKET SHARES OF LEADING SUPPLIERS OF READY-MADE CURTAINS IN 1999	62
TABLE 28:	MAJOR UK FABRIC SUPPLIERS 1999 - percent MARKET SHARE	67
TABLE 29:	UPDATED COMPANY FINANCIAL INFORMATION*	72
TABLE 30:	UK DOMESTIC BLINDS MARKET BY VALUE (£ MILLION RSP) 1994 TO 2000	74
TABLE 31:	UK DOMESTIC BLINDS MARKET BY VALUE (£ MILLION RSP) REVISED FORECASTS 2000 TO 2004	75
CHART 32:	COMPARISONS OF WINDOW COVERING PRODUCTS BY VALUE (£ MILLION AT RSP) 1994-2000	76
CHART 33:	UK BLINDS MARKET BY END USE SECTOR - percent BY VALUE 2000	79
CHART 34:	BLIND TYPES - percent SHARES BY VOLUME - 1986, 1995,1997 AND 2000	83
TABLE 35:	BLIND TYPES - percent SHARE BY VOLUME & VALUE 2000	84
CHART 36:	SUPPLY STRUCTURE FOR BLINDS IN THE DOMESTIC MARKET	89
TABLE 37:	UPDATED COMPANY FINANCIAL INFORMATION*	95
TABLE 38:	UK MARKET FOR NET/LACE CURTAINS BY VALUE - £ MILLION AT RSP	97
TABLE 39:	UK MARKET FOR NET/LACE CURTAINS 1999-2004 BY VALUE - £ MILLION RSP	98
CHART 40:	UK MIX OF LACE/NET CURTAIN PRODUCTS BY TYPE 2000	101
TABLE 41:	SUPPLIERS SHARES OF THE NET MARKET percent MIX BY VALUE 1999	103
TABLE 42:	UPDATED COMPANY FINANCIAL INFORMATION*	105
TABLE 43:	UK MARKET FOR CURTAIN SUSPENSION SYSTEMS1994 TO 2000 - VALUE £ MILLION AT RSP	106
TABLE 44:	UK MARKET FOR CURTAIN SUSPENSION SYSTEMS 2000 TO 2004 - BY VALUE £ MILLION AT RSP	107
TABLE 45:	MARKET SHARE BY PRODUCT TYPE - VOLUME & VALUE 1999 & 2000	108
TABLE 46:	MARKET SHARES BY TRACK & POLE MANUFACTURER percent BY VALUE 1997 (REPRODUCED FROM 1998 EDITION OF WINDOW COVERINGS REPORT)	112
TABLE 47:	DISTRIBUTION OF WINDOW COVERINGS 2000 - SHARE BY VALUE ( percent)	116

EXECUTIVE SUMMARY

The UK domestic window coverings market is comprised of four major sectors - curtains, blinds, nets/lace and curtain suspension systems (tracks, poles and accessories). At the end of 1999, these four product groups combined were estimated to be worth £1034 million, which had increased to just under £1.1 billion during 2000. The following table illustrates the performance of the window coverings market since 1990 with updated forecasts to 2004: -

The Window Coverings Market - 1994 to 2004 (£ million at MSP)

Source: AMA Research/Trade Estimates

As a mature market sector with largely deferrable products, the window coverings sector tends to stagnate or decline during periods of economic uncertainty, with consumers either delaying purchases or trading down to less expensive products.

Following buoyant growth during 1996/7 the slowing down of the economy led to a static window coverings market in 1998. Although trading conditions improved during the second half of 1999, the driving down of average prices within the sector led to only moderate market growth for the whole year, reaching an estimated £1,048 million. The market continued to show moderate growth during 2000, ending the year at an estimated value of £1,093 million, a 4 percent value increase. However, certain sectors of the window coverings market continue to outperform the overall market with blinds the prime example.

Forecasts of growth to 2004 indicate that the overall market will show only moderate annual growth of 3-4 percent, reach an estimated £1.2 billion at the end of the period. This expectation of moderate growth reflects the overall maturity of the market.

Curtains

Curtains represent the largest sector of the window coverings market with a 59 percent share in value terms, which was estimated to be worth £619 million in 1999. During 2000, curtains maintained value reaching an estimated value of £645 million, increasing by 4 percent on the previous year. The curtain market is divided into three distinct sectors: ready-mades which accounted for 56 percent of the market in value terms during 2000, custom-mades accounting for 30 percent share and curtain fabric accounting for the remaining 14 percent.

Key features of the ready-made market include the wider availability of designs and styles, but the level of over-supply within the market and the increasing penetration of lower value imports have combined to restrict growth within the sector, with average prices being driven down. Custom-made curtains have experienced some renewed interest during the last two years with the introduction by a number of manufacturers and retailers of the "custom-ready-made" concept. However, the level of competition is again squeezing prices and constraining value growth within the sector. The curtain fabric sector is currently under pressure from low-cost imports and the situation was exacerbated by the continued buoyancy of the Sterling exchange rate affecting export performance. The current popularity for voiles has helped to sustain the fabric market, with this sector outperforming the market as a whole.

In terms of suppliers, imported finished curtains and curtain fabrics are taking an increasing percentage of the UK curtain market. Leading suppliers of ready-made curtains include Coats Viyella, Rectella and Courtaulds with estimated individual market share of 9-15 percent. Within the curtain fabric sector the leading supplies are Headlam, Cornwell Parker and Crowson with a combined estimated market share of 35 percent. However, a feature of the UK textile manufacturing sector during 2000 was the number of manufacturers re-assessing their commitment to the sector, and particularly the continuation of production in the UK, in the face of pressure on prices and margins derived from imported textile ranges.

Blinds

Blinds are the second largest window coverings sector with a 23 percent share of the market, worth an estimated £240 million in 1999, which increased to an estimated £255 million in 2000. The current popularity of soft blinds and renewed interest in roller blinds and Venetian blinds styles, as well as the continued demand for conservatories, has helped to sustain this market sector at a time when sales of other window coverings products were slowing down.
The blinds sector has continued to benefit from the trend for minimalism within interior design, with soft blinds particularly being used as an alternative to other more traditional window coverings within the main rooms of the home. The move to home working has meant that consumers are now demanding the shading and solar glare reduction properties for their domestic blinds that they have experienced in commercial offices. Innovations in fabric coatings and control systems have combined to add value to blind purchases and stimulate some value growth.

Lace/Net Curtains

This sector of the window coverings market is in long-term decline and has been affected by the introduction and widespread acceptance of voiles and voile panels, but has also come under pressure from the use of lightweight blinds. This sector represents 8 percent share of the market in value terms and was worth an estimated £80 million in 1999, whilst the indications for 2000 show that the sector has again declined by an estimated 4 percent in value terms. Key features of the sector include the continued penetration of imports into the market and the driving down of retail prices.

The fashion trend away from lace/net curtains to other forms of window covering has meant that suppliers to the market have had to look at other product lines to maintain market share, or have left the sector. Leading suppliers to the lace/net market include Filigree, Northern Nets, Tyrone Textiles and John Aird.

Curtain Suspension

This sector represents a 10 percent value share of the window coverings market with an estimated value of £109 million in1999. The curtain suspension sector has benefited from the trend to plainer curtain styles and the current vogue for tab-top curtains. Growth within this sector for 2000 is estimated at 5-6 percent with an approximate market value of £116 million. The demand for more decorative products has seen the poles sector increase, with growing demand for the natural or "hand-made" look which has particularly benefited the metal poles sector with wrought and cast metal styles.

The most significant change in this sector has been in terms of the suppliers to the market. International corporate activity means that the sector is now dominated by the Newell-Rubbermaid Corporation (USA) which comprises the Swish, Harrison Drape, Kirsch and Acrimo brands.

Distribution

In terms of domestic distribution, the main change has been the increase in the number of retail outlets for window coverings products, with ready-made voiles in particular being available in a larger number of outlets. The number of window coverings independents is declining, due to increased competition from the home furnishing and DIY multiples sectors who are able to negotiate substantial discounts for large orders. In addition, the home furnishing multiples are extending their product range to include ready-made and custom-made curtains and blinds products, as well introducing "custom-ready-made" and home measuring services. Department stores and independents are the mainstay for custom-made window coverings products, whilst the DIY multiples retain their position as leading suppliers of ready-made blinds and curtain suspension products.

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Last updated by Duncan Nottage 13th October 2001