MARKET REPORT


AUTOMATION TO LEAD THE WAY


Trading up activities continue to underpin growth in the UK window coverings market, but price competition remains a key characteristic, according to the latest report from AMA Research.


T


he UK domestic window coverings market has shown overall growth of 15% between 2013 and 2017, but lower growth rates of


around 2-3% are currently forecast for 2018. The market has benefited from increased consumer spending in recent years, as well as returning confidence in the housing market and the trend of trading up to more premium products for replacement purchases. Window coverings are considered a fashion item, reflecting the latest styles and tastes, therefore encouraging more frequent updates; consumer demand for convenience has also led to rapid growth in online sales.


Whilst the window coverings 10 DIY WEEK 7 SEPTEMBER 2018


market can be considered mature, the sector is highly innovative, with frequent product introductions. new materials,


These include contemporary


designs and the uptake of motorised options; the latter are becoming more affordable and mainstream. The shutters sector is also continuing to grow faster than other areas of the market with impressive annual growth rates. The market does however remain highly competitive, with greater transparency of prices on the internet enabling consumers to easily compare product offers and with widespread discounting taking place between suppliers and retailers.


Curtains account for the largest


share of the product mix in 2017- 18, but given the significant growth


in online sales, the sector has


been subject to widespread price competition which has constrained overall value growth. In order to differentiate and maintain margins some suppliers have expanded their custom made services. The blinds sector has seen overall growth of 16% between 2013 and 2017 but again has experienced significant price competition from the growth of online sales. However, the advances in fabric and controls technologies have helped to underpin market value as consumers increasingly trade up to more premium products for replacement purchases.


Both the shutters and curtain suspension sectors have benefited from the current interior design trends that favour controllable shading options as well as highly


decorative elements. The shutters sector continues to benefit from the aspirational nature of the product as well as the range of colour options and increasingly attractive prices. Ease of use as well as focus on decorative elements


have underpinned


modest, but consistent, annual value growth for the curtain suspension systems sector. The supply of window coverings is fragmented but has been subject to some consolidation amongst major players. Most significant was Hunter Douglas’s acquisition of Hillarys in 2017. The distribution sector is highly diverse and subject to continued growth in online sales by both generalists


and specialists in


window coverings. Most suppliers with physical stores now have an


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