Evolution and Digitization of the Furniture and Decoration Market

Amazon ranks first in Italy and Spain as a furniture brand, both in terms of sales and value. The American giant comes in 2nd place in the ranking in France, and only 3rd in Germany and the UK.

Ikea is still going strong: the brand ranks in 2nd position in France, Italy and Spain, and 3rd in Germany and the UK.

The brand has managed to evolve and meet consumer expectations, taking advantage of the booming market. It now offers home delivery – a service implemented during the confinements. In stores, we can find the ‘As-is’ section: discontinued items, display models, and second-hand articles at bargain prices. If consumers can buy preloved products in-store, they also have the possibility of reselling what they no longer use. (You can find a buyback calculator on the brand’s website.)

As Traditional Players Go Digital… DNVBs Open Physical Stores

While historic leaders learned to digitize to capture market share in the furniture and decoration sector, DNVBs took the opportunity to … open physical stores. After offering corners at Le Bon Marché and several Monoprix, the online flea-market Selency has opened a permanent store at BHV Marais.

L’Armoire de Bébé, a historic pure player, has opened around 10 physical stores since 2021.

Meanwhile, Leroy Merlin is launching its first Naterial showroom in France – its new brand dedicated to the garden and outdoor design sector.

Bye-Bye Made.com

On the other hand, the online furniture store Made.com went out of business at the end of 2022. And yet, its economic model seemed enticing: a no-stock, online-only store. Customers pre-ordered on the brand website, and production only started when orders reached a set quota. Unfortunately, the current climate deeply affected the brand production – a drop in demand, combined with supply chain disruptions worldwide, have caused the business model to collapse.