IKEA kept its leadership in the France furniture stores market in 2012 thanks to great promotional campaigns and advantages on price. Consumers like its cheap and colourful products at affordable prices. So, the growth rate of IKEA is slightly higher than that of its key competitor – Conforama.
The majority of retailers in furniture and homewares stores dedicated more space to kitchen utensils in 2012. The reason for that is the cocooning trend in France, as well as the French increasingly considering cooking as a leisure activity.
Constant value sales of furniture and furnishings stores are forecast to stagnate over the forecast period. Sales will essentially continue to be driven by the performances of chained operators while smaller players should continue to find it difficult to increase their profitability per store due to the unlikelihood of an improvement in the population‟s purchasing power. In fact, over the forecast period, consumers are expected to continue being careful in their spending, particularly on goods that are not essential and can be deferred, such as furniture and furnishings. In addition, when people do decide to purchase such products, they will tend to look for low prices.
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