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KN17010 KEY NOTE CARPETS AND FLOORCOVERINGS APRIL 2000

ISBN 1-84168-060-5

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TABLE OF CONTENTS

: Executive Summary; 1. Market Definition; INTRODUCTION; MARKET SECTORS; Carpets; Smooths; MARKET POSITION; Expenditure on Household Textiles and Soft Furnishings; Table 1: Expenditure on Household Textiles and Soft Furnishings (£m), 1994-1998; MARKET TRENDS; House Moves; Table 2: Annual Number of Property Transactions in England and Wales (000), 1995-1999; Rugs; Linoleum; Carpet Styles; 2. Market Size; THE TOTAL MARKET; Manufacturers’ Sales of Carpets and Floorcoverings; Table 3: Manufacturers’ Sales of Carpets and Floorcoverings by Value (£m), 1996-1999; Retail Sales of Carpets and Floorcoverings; Table 4: Retail Sales of Carpets and Floorcoverings by Value (£m), 1995-1999; Table 5: Retail Sales of Carpets and Floorcoverings by Volume (million square metres), 1995-1999; The Contract Market; FOREIGN TRADE; By Value; Table 6: Imports and Exports of Carpets and Floorcoverings by Value (£000), 1998; By Volume; Table 7: Imports and Exports of Carpets and Floorcoverings by Volume (million square metres), 1998; By Sector; Imports; Table 8: Imports of Carpets and Floorcoverings by Sector by Value (£000), 1998; Exports; Table 9: Exports of Carpets and Floorcoverings by Sector by Value (£000), 1998; 3. Industry Background; HISTORICAL; BACKGROUND; INDUSTRY CONCENTRATION; By Turnover; Table 10: Analysis of UK Manufacturers of Carpets and Floorcoverings by Turnover Size (number of units and percent), 1999; Carpets and Rugs; Table 11: Analysis of UK Manufacturers of Woven, Tufted and Other Carpets and Rugs by Turnover (number of units and percent), 1999; Plastic Floorcoverings and Ceramic Tiles; Table 12: Analysis of UK Manufacturers of Plastic Floorcoverings and Ceramic Tiles by Turnover Size (number of units and percent), 1999; EMPLOYMENT; Table 13: Analysis of UK Manufacturers of Carpets and Floorcoverings by Number of Employees (number of units and percent), 1999; DISTRIBUTION; Wholesale; Distribution; Retail Distribution; Multiples; Buying Groups; Table 14: Number of Outlets Belonging to Carpet and Floorcoverings Buying Groups, 1998; Independents; 17 TRADE ASSOCIATIONS; British Carpet Manufacturers’ Association; The Fibre Bonded Carpet Manufacturers’ Association; Other Trade Associations; EXHIBITIONS; The National Floor Show Brighton; Floorcoverings Domotex Expotile Other Events; 4. Competitor Analysis; THE MARKETPLACE; Table 15: Selected UK Manufacturers and Retailers of Carpets and Floorcoverings by Turnover and Pre-Tax Profit (£m), 1998/1999; MARKET LEADERS; Manufacturers; Axminster Carpets Ltd; Financial Results; Brintons Ltd; Financial Results; Carpets International (UK) Ltd; Financial Results; Forbo-Nairn Ltd; Financial Results; Gaskell Carpets Ltd; Financial Results; Interface Europe Ltd; Financial Results; James Halstead PLC; Financial Results; Richards PLC; Financial Results; Ryalux Carpets Ltd; Financial Results; Stoddard International PLC; Financial Results; Retailers Allied Carpets Group PLC; Financial Results; Carpetright PLC; Financial Results; Carpetworld Ltd; Financial Results; Wools of New Zealand; ADVERTISING AND PROMOTION; Manufacturers; Table 16: Main Media Advertising Expenditure by Manufacturers of Carpets and Floorcoverings (£000), Year Ending December 1998 and 1999; Retailers; Table 17: Main Media Advertising Expenditure by Retailers of Carpets and Floorcoverings (£000), Year Ending December 1998 and 1999; 5. Strengths, Weaknesses, Opportunities and Threats; STRENGTHS; WEAKNESSES; OPPORTUNITIES; THREATS; 6. Buying Behaviour; CONSUMER PENETRATION; Table 18: Ownership of Floorcoverings by Type ( percent of households), 1999; Loose and Fitted Carpets; Rugs; Ceramic Tiles; Cushioned Vinyl Flooring; Other Vinyl/Linoleum Floorcoverings; Vinyl Tiles; HOUSEHOLD EXPENDITURE ON FLOORCOVERINGS; Table 19: Average Weekly Household Expenditure on Floorcoverings by Gross Income Decile Group (£), 1998/1999; 7. Outside Suppliers to the Industry; FIBRES; UNDERLAY; CHEMICALS AND TREATMENTS; TOOLS AND MACHINERY DISTRIBUTION DISPLAY; 8. Current Issues; ACQUISITIONS, MERGERS AND CLOSURES; Allied Carpets Group PLC; Gaskell Carpets Ltd Acquires Tomkinsons; Headlam Group PLC Acquires Cliffords Carpets 39; Other Corporate News; Carpets Direct UK Ltd; Latif-Dianzi; JVC; RAISING THE INDUSTRY’S PROFILE 40 NEW PRODUCTS; Corterra Dynomite First Light Lantana Marmoleum Dual Natural Collection Natural Harvest Collection Vanish Carpet Care; CONTENTIOUS ISSUES; Flammability; Health Aspects; Paying for Samples; Price Differential; 9. Forecasts; INTRODUCTION; FORECASTS 2000 TO 2004; Table 20: Forecast Retail Sales of Carpets and Floorcoverings by Value (£m), 2000-2004; Table 21: Forecast Retails Sales of Carpets and Floorcoverings by Volume (million square metres), 2000-2004; 10. Company Profiles; Allied Carpets Group PLC; Brintons Ltd Carpetright PLC; Gaskell Carpets Ltd; Richards PLC; 11. Further Sources; Associations; Periodicals; Directories; General Sources; Bonnier Information Sources; Government; Publications; Other Sources; Understanding TGI Data Number, Profile, Penetration Social Grade Standard Region; Key Note Research; The Key Note Range of Reports

EXECUTIVE SUMMARY

According to the Chairman of Carpets International (UK) Ltd, the UK is the second-largest consumer of carpets in the world, buying over 270 square metres per year. While other trade estimates are lower than this figure, there is no doubt that the market is one of considerable value, with retail sales worth an estimated £1.64bn in 1999. However, this figure has fallen since the earlier years of the decade, partly as a result of the stagnant housing market which served to depress demand during much of the 1990s.

Fierce competition, by both manufacturers and retailers, has resulted in drastic discounting and a consequential fall in the market’s value. Moreover, such discounting has done little to improve consumers’ perception of its products. The UK industry is increasingly recognising that, to raise the market’s value, it must emphasise design and quality, and produce higher-value items. By adding value and by increasing product differentiation, the market will also be vulnerable to the foreign competition that has been so damaging to the UK industry.

In 1993, the UK had a trade deficit of £136.7m, but by 1998, the figure had risen to £342m. This reflects the effects of a strong pound and declining overseas demand. The UK carpet sector is part of the wider textile industry, which is in deep depression. As well as facing competition from imports, the sector has suffered falling demand as consumers have favoured alternative floorcoverings. While retail sales of carpets declined in value by 20.7 percent between 1995 and 1999, sales of smooth floorcoverings (smooths) rose by 39.4 percent. Unfortunately, as well as being at the expense of the carpet sector, this growth in smooths is insufficient to compensate for the reduction in carpet sales and is, therefore, not enough to grow the overall market.

Trends in the UK are expected to mirror those in the US, where the industry has undergone extensive consolidation. High turnovers do not guarantee high profits and some mergers and takeovers will be inevitable to maximise economies of scale. However, such activity will not be without further job losses.

Recently, the highest-profile takeover has been on the retail side, when, in October 1999, the Allied Carpets chain was acquired by a leading French carpets and floorcoverings retailer — Saint-Maclou Group. The new group will trade from approximately 440 stores in five countries across Europe, providing a formidable market in which department stores and specialist retailers must compete. An improved housing market, increased consumer spending, innovative and improved products, and an ever-increasing number of single households will all contribute to growth, albeit modest, over the next few years.

Key Note forecasts that market value will rise by a marginal 0.9 percent in the year 2000. Thereafter, modest growth of 3.4 percent between 2000 and 2004 will bring the market’s value to £1.71bn.

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Last updated by Duncan Nottage 5th May 2000