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AM20000 AMA BEDROOM FURNITURE MARKET 2000

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TABLE OF CONTENTS

1.

INTRODUCTION

5

2.

SUMMARY

7

3.

ECONOMIC ENVIRONMENT

10

3.1 General 10
3.2 GDP Growth 11
3.3 Interest Rates & Inflation 11
3.4 Unemployment 11
3.5 Household Consumption, Earnings & Spending 12
3.6 Sterling 12

4.

THE UK FURNITURE MARKET

13

4.1 Definition And Market Size 13
4.2 Consumer Characteristics 15
4.3 Product Mix - Overall Furniture Market 17
4.4 The UK Bedroom Furniture Market 19
4.4.1 Background 19
4.4.2 Definitions 19
4.4.3 Market History 21
4.4.4 Future Prospects 23
4.5 Market Comparisons 25
4.6 Fitted & Non-Fitted Bedroom Furniture 27
4.7 Household Penetration of Fitted Bedroom Furniture 31

5.

PRODUCT RANGE

36

5.1 Product Definitions 36
5.2 Type Of Bedroom Furniture 36
5.3 Method of Assembly 39
5.3.1 Mix By Assembly Type 39
5.3.2 Self-Assembly 40
5.3.3 Professionally Fitted 42
5.4 Styles Of Domestic Bedroom Furniture 43
5.4.1 General 43
5.4.2 Bedroom Furniture For Children And Teenagers 44
5.4.3 Study Bedroom/Home Office Furniture 46
5.4.4 Other Bedroom Furniture Trends 47
5.5 Sliding Wardrobe Doors 48
5.6 Materials And Finishes 49
5.6.1 Environmental Protection Act 52

6.

IMPORTS & EXPORTS

53

7.

SUPPLIERS

59

7.1 Supply Structure 59
7.2 Market Share 60
7.3 Major Suppliers 63
7.4 Other Suppliers 67

8.

DISTRIBUTION

70

8.1 Definitions 70
8.2 Distribution Channel Shares 70
8.3 Multiples 72
8.4 Furniture Independents 75
8.5 Retail Specialists 75
8.6 Mail Order 76
8.7 Department Stores, Variety Stores & Co-operatives 78
8.7.1 Department Stores 78
8.7.2 Variety Stores 78
8.7.3 Co-operatives - Co-operative Retail Services 78
8.8 DIY Multiples 79
8.9 Others 79
8.9.1 Off The Page Selling 79
8.9.2 E-shopping 80

9.

KEY MARKET INFLUENCES

81

9.1 The Housing Market 81
9.1.1 New Housebuilding Sector 81
9.1.2 Value Of Output - New Work And RMI 84
9.1.3 House Moving Levels 86
9.2 Inflation And Interest Rates 87
9.3 PDI And Savings Ratio 88
9.4 Dwelling Stock And Household Tenure 90
9.5 Population Mix 91

10.

FUTURE PROSPECTS

94

10.1 Overall Market 94
10.2 Product Trends 94
10.3 General 96

LIST OF TABLES AND CHARTS

Chart 1 The UK Domestic Bedroom Furniture Market (£m MSP) 1990-2004 7
Table 2 The UK Market For Domestic Furniture 1990-1999 (£m MSP) 14
Table 3 Average Weekly Expenditure On Household Goods And Furniture By Age Of Head Of Household (£'s) 1997/1998 15
Chart 4 UK Market Mix Of Furniture 1990, 1997 & 1999 17
Chart 5 Fitted And Non-Fitted Furniture 1999 - percent Share By Value 18
Table 6 UK Domestic Bedroom Furniture Market 1990-2004 - £m MSP 21
Chart 7 UK Domestic Bedroom Furniture Market 1990-2004 - Constant 1990 Prices £ Million MSP 23
Chart 8 Consumer Durables Market Growth 1990-2003 (1990 = 100) 26
Chart 9 Mix of Fitted & Non-Fitted Bedroom Furniture - 1999 By Value 29
Table 10 Fitted And Non-Fitted Kitchen, Bedroom And Bathroom Furniture Market Share By Value 1999 31
Chart 11 Household Pentration Of Fitted Bedroom Furniture 1985-2003 32
Table 12 Household Ownership Levels Of Consumer Durables 1987-2004 33
Chart 13 The UK Bedroom Furniture Market Value Mix Of Rigid/Flat Pack 1999 37
Chart 14 UK Bedroom Furniture Market By Type Of Assembly 1999 By Value 39
Chart 15 Self-Assembly Bedroom Furniture Market £ Million MSP 41
Table 16 Imports & Exports Of Wooden Bedroom Furniture 1990-99 By Value - (£ Million) 53
Table 17 Countries Of Origin For Imports Of Wooden Bedroom Furniture 1998 - Market Share By Value (£ Million) 55
Table 18 Export Destinations Of Wooden Bedroom Furniture - Market Share By Value (£ Million) 1998 57
Table 19 Furniture Manufacturers By Turnover Size 1998 59
Table 20 Major Suppliers To The Bedroom Furniture Market - Share By Value 1999 62
Table 21 Distribution Of Bedroom Furniture - Value Share 1999 71
Table 22 Housebuilding Completions (000’s Dwellings) 1990-2003 In GB 81
Table 23 Housing Starts 1990-2003 In Great Britain By Sector (‘000) 83
Table 24 Value Of New UK Housing Output And RMI Output (£M) 1990-1999 85
Table 25 Number Of Property Transactions In England And Wales 1990-1999 86
Chart 26 Interest Rates And Inflation (RPI) From 1990-2000 87
Chart 27 PDI & Savings Ratio - 1984-99 89
Table 28 Stock of Dwellings Great Britain - 1983-1999 90
Table 29 UK Households – percent By Type Of Tenure 1990, 1994 And 1998 91
Chart 30 Age Distribution Of The Resident UK Population 1998 (‘000) 92

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EXECUTIVE SUMMARY

The Bedroom Furniture sector forms part of the overall UK Furniture market which consists of "Upholstered Furniture & Beds", "Dining Room & Occasional Furniture", "Kitchen Furniture", "Bathroom Furniture" and "Home Office Furniture", and was worth an estimated £3.5 billion during 1999. The overall market was dominated by upholstered furniture and beds during 1999 with a value share estimated at 45 percent, kitchen furniture had an estimated 25 percent value share, dining and occasional furniture had 14 percent, whilst bathroom furniture recorded an estimated 2 percent value share.

The Bedroom Furniture sector accounts for around 14 percent of the overall furniture market with an approximate value during 1999 of £502 million. Forecasts to 2004 estimate annual increases of 3-4 percent to reach a value of £595 million by 2004.

In a mature sector, the bedroom furniture market has tended towards gradual growth sustained over the period, rather than the more volatile experiences of other sectors, ie Floorcoverings. The bedroom furniture market experienced 8 percent growth during 1997, supported by building society de-mutualisation dividends, a buoyant housing market and high levels of consumer confidence. Since 1997 the growth levels within the sector have slowed to 3-4 percent affected by the general economic downturn and the slowing down of the housebuilding and house moving sectors in 1998/early 1999.

Key characteristics of the bedroom furniture market are its deferrable purchase nature, a lack of "visibility" within the home setting and price sensitivity. It is a relatively mature market sector with some reliance on the new housebuilding and house moving markets, and as such, tends towards steady levels of growth during prosperous periods and low levels of decline when the economy is performing badly.

Free standing furniture items were estimated to account for 74 percent of the bedroom furniture sector during 1999, with fitted bedroom furniture accounting for the remaining 24 percent. The fitted bedroom sector was constrained by price pressures within the market during 1998/9, but future prospects for bedroom furniture are relatively optimistic with both volume and value increases forecast. The key drivers will be the recovering housebuilding and house moving markets and "trading up" activity of consumers. The free standing sector remains strong and expectations are that the sustained demand for pine bedroom furniture pieces and consumer emphasis on better quality items will result in value growth for this sector.

Household penetration levels of fitted bedroom furniture were estimated at 10 percent during 1999, and this is expected to increase steadily to approximately 12 percent by 2004. When compared with the penetration levels of central heating and fitted kitchens (90 percent and 65 percent respectively) there is considerable scope for future development of the fitted bedroom sector.

The self-assembly sector of the bedroom furniture market was estimated to have increased from 46 percent during 1997, to 49 percent during 1999. The major reasons for the increase are the immediacy, convenience and availability of flat pack furniture, the increasing quality of the furniture types available in this medium, and the growth in demand for modular/flexible furniture items.

The types of furniture offered in self-assembly format tend to be foil and paper finished products that are less expensive than solid wood and wood veneer counterparts.

Bedroom furniture for children and teenagers has also experienced relatively high growth, with furniture manufacturers developing specific children and teenage bedroom ranges, and a number of specialist furniture makers entering the sector. The introduction of modular ranges, which can be added to over time as the child grows have meant that parents are now more willing to purchase more expensive but better quality items for the bedrooms of their growing families.

The Home Office Furniture market was worth an estimated £144 million during 1999, and has significant implications for the future growth of the bedroom furniture sector. The growth in the number of people working from home or installing a "home office" has led to certain rooms within the home having to adopt a flexibility of purpose. As a result, there has been an increased demand for multi-purpose furniture with more efficient storage space. This is increasingly blurring the definition of what constitutes "bedroom furniture".

International trade in wooden bedroom furniture has been affected by the strength of Sterling. This has lead to greater import penetration of the UK market during 1999, with imports representing approximately 23 percent of the total market, and a decline in the export sector.

Estimates indicate that there are approximately 4000 companies within the bedroom furniture sector. Major suppliers of bedroom furniture are MFI Furniture Group (Hygena/Schreiber) with an estimated 12 percent market share, followed by Silentnight Holdings (Silentnight Furniture) with 9 percent and Limelight Group (Sharps Bedrooms) with an estimated 8 percent value share. During 1999, over 40 percent of the market was composed of businesses with less than 1 percent value share.

The furniture multiples have increased their share of the bedroom furniture distribution channel to 34 percent, (33 percent in 1997), largely due to the growth of IKEA and the re-organisation of the MFI Furniture Group. Distribution channels such as mail order and E-commerce are expected to increase in the medium term as consumer confidence about shopping on the Internet increases.

Text © 2000 AMA Research

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Last updated by Mendoza Spinelli 8th September 2000