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Bedrooms and Bedroom Furniture - UK - October 2012

“Tough times call for tough measures. Demand for beds and bedroom furniture has been depressed because of consumer uncertainty in a difficult economy and most retailers and manufacturers have addressed their costs and overheads in a move to become leaner and fitter businesses. At the same time manufacturers have risen to the challenges with a range of innovative fabrics, construction and styling that help add value to the products. Meanwhile we see retailers that have invested in e-commerce and improved store environments gaining market share.”

– Neil Mason, Head of Retail Research

Some questions answered in this report:

  • Is premiumisation helping to sell more beds?
  • Are consumers influenced by sustainability?
  • How can retailers break out of a discounting culture?
  • What do people think about self-assembly furniture?
  • Is there too much capacity in the market?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Consumer expenditure on beds and mattresses, 2007-17
              • Figure 2: Consumer spend on bedroom furniture, 2007-17
              • Figure 3: Purchasers of beds and bedroom furniture, by age, 2012
            • Market factors
              • Figure 4: Purchasers of beds and bedroom furniture, by length of time in present home, 2012
              • Figure 5: Number of bedrooms in home, 2008-12
              • Figure 6: Complaints suffered, 2008 and 2012
            • Companies, brands and innovation
              • Retail distribution
                • Figure 7: Retail distribution of beds and bedroom furniture, 2011
              • The consumer
                • Figure 8: Any bedroom furniture; any beds; purchased in the last three years, July 2012
                • Figure 9: Bedroom furniture and bed purchases, last three years, July 2012
                • Figure 10: Beds and bedroom furniture, factors influencing purchases, July 2012
                • Figure 11: Beds and mattresses, factors influencing choice, July 2012
                • Figure 12: Bedroom furniture, factors influencing choice, July 2012
                • Figure 13: Customer target groups, beds and bedroom furniture, by factors influencing choice of retailer, July 2012
              • What we think
              • Issues in the Market

                  • Is premiumisation helping to sell more beds?
                    • Are consumers influenced by sustainability?
                      • How can retailers break out of a discounting culture?
                        • What do people think about self-assembly furniture?
                          • Is there too much capacity in the market?
                          • Trend Application

                            • Minimise Me
                              • Boomerang Generation
                                • 2015 trend – Old Gold
                                • Internal Market Environment

                                  • Key points
                                    • Purchasing bed and bedroom furniture by age band
                                      • Figure 14: Purchasers of beds and bedroom furniture, by age, 2012
                                    • Families drive demand
                                      • Figure 15: Purchasers of beds and bedroom furniture, by lifestage, 2012
                                    • Moving house helps stimulate demand
                                      • Figure 16: Purchasers of beds and bedroom furniture, by length of time in present home, 2012
                                    • Prices bubble upwards
                                      • Figure 17: CPI for furniture and furnishings, January 2008-June 2012
                                    • Beds to deal with health issues
                                      • Figure 18: Complaints suffered from and allergies prone to in the last 12 months, 2008-12
                                    • Dust mite allergies
                                      • Putting a price on the environment
                                        • Figure 19: Agreement with attitudinal statement relating to propensity to pay more for environmentally friendly products, 2008-12
                                      • Controls for marketing store cards
                                        • Competition from biomass use
                                          • Stamping out illegal timber
                                            • Science of comfort
                                              • Sleep research
                                                • … the comforting noise of traffic
                                                  • … there is some truth in beauty sleep
                                                    • … buy a bed that fits!
                                                      • … backaches are common
                                                      • Broader Market Environment

                                                        • Key points
                                                          • Fewer bedrooms per household
                                                            • Figure 20: Number of bedrooms in the home, 2008-12
                                                          • Improve not move?
                                                            • Figure 21: Ownership of home extensions, 2008-12
                                                          • The connected society
                                                            • Figure 22: Broadband penetration, 2008-12
                                                            • Figure 23: Ownership of smartphones and tablet computers, January 2011 and January 2012
                                                          • Reduced house buying activity
                                                            • Figure 24: Number of residential UK property transactions with a value of £40,000 or above – seasonally adjusted, Q1 2006-Q1 2012
                                                          • Adding to the housing stock
                                                            • Figure 25: UK households, by size, 2007-17
                                                          • Mote 25-34s will help boost demand
                                                            • Figure 26: Trends in the age structure of the UK population, 2007-17
                                                          • Growth in ABs will help premiumisation
                                                            • Figure 27: Forecast adult population trends, by socio-economic group, 2007-17
                                                          • Interest in the home
                                                            • Figure 28: Agreement with selected lifestyle statements, 2007-11
                                                        • Competitive Context

                                                          • Key points
                                                            • Comparing spend on household goods
                                                              • Figure 29: Comparison of spend on bedroom furniture and beds with other consumer markets, 2007-11
                                                            • Weak demand for furniture
                                                              • Beds outplay bedroom furniture
                                                                • Floorcoverings bottom of the pile
                                                                  • Small appliances an affordable treat
                                                                    • Garden spend robust
                                                                      • Soft furnishings do well
                                                                      • Strengths and Weaknesses in the Market

                                                                        • Strengths
                                                                          • Weaknesses
                                                                          • Who’s Innovating?

                                                                            • Key points
                                                                              • Homebase adds Habitat to its brand stable
                                                                                • Next opens more superstores
                                                                                  • Not on the high street sources the unusual
                                                                                    • Stuff for smaller rooms
                                                                                      • Banana veneer
                                                                                        • Privacy for room-mates
                                                                                        • Market Size and Forecast

                                                                                          • Key points
                                                                                            • Spending on beds loses its bounce
                                                                                              • Figure 33: Consumer spending on beds and mattresses, 2007-17
                                                                                            • Bedroom furniture sees a real dip
                                                                                              • Figure 34: Consumer spending on bedroom furniture, 2007-17
                                                                                            • Forecast
                                                                                              • Figure 35: Consumer expenditure on beds and mattresses, 2007-17
                                                                                              • Figure 36: Consumer spend on bedroom furniture, 2007-17
                                                                                          • Companies and Products

                                                                                            • Key points
                                                                                              • Leading manufacturers and brands
                                                                                                • Airsprung Furniture Group
                                                                                                  • Hilding Anders
                                                                                                    • Silentnight Group
                                                                                                      • Simmons Bedding Group
                                                                                                        • Symphony Group
                                                                                                          • Vi-Spring
                                                                                                            • Other manufacturers
                                                                                                              • Figure 37: Selected other companies in the bedroom market
                                                                                                          • Channels of Distribution

                                                                                                            • Key points
                                                                                                              • Channels of distribution
                                                                                                                • Figure 38: Distribution of beds and bedroom furniture, 2007-11
                                                                                                              • Difficult times for furniture specialists
                                                                                                                • Tough times precipitate change
                                                                                                                  • Who’s expanding?
                                                                                                                    • March of the supermarkets
                                                                                                                      • Emerging businesses
                                                                                                                        • Online shopping
                                                                                                                          • Figure 39: Consumer spending on home goods and home goods online, 2007-11
                                                                                                                        • Argos
                                                                                                                            • Figure 40: Argos: Space allocation, June 2012
                                                                                                                          • Dreams
                                                                                                                              • Figure 41: Dreams financial performance, 2006-10
                                                                                                                            • Hammonds Furniture
                                                                                                                              • IKEA
                                                                                                                                  • Figure 42: IKEA: Space allocation, June 2012
                                                                                                                                • Steinhoff UK
                                                                                                                                  • Other furniture specialist retailers
                                                                                                                                    • And So to Bed
                                                                                                                                      • Carpetright
                                                                                                                                        • Feather & Black
                                                                                                                                          • Furniture in Fashion
                                                                                                                                            • Furniture Village
                                                                                                                                              • Figure 43: Furniture Village: Space allocation, June 2012
                                                                                                                                            • Oak Furniture Land
                                                                                                                                              • Sharps
                                                                                                                                                • Sliderobes
                                                                                                                                                  • Starplan
                                                                                                                                                    • Strachan Furniture
                                                                                                                                                      • Tempur
                                                                                                                                                        • Warren Evans
                                                                                                                                                          • Other general retailers with beds
                                                                                                                                                            • B&Q
                                                                                                                                                              • Homebase
                                                                                                                                                                • Figure 44: Homebase: Space allocation, June 2012
                                                                                                                                                              • John Lewis
                                                                                                                                                                • Laura Ashley
                                                                                                                                                                  • Marks & Spencer
                                                                                                                                                                    • Next
                                                                                                                                                                      • Tesco
                                                                                                                                                                        • Asda
                                                                                                                                                                          • Sainsbury’s
                                                                                                                                                                            • Other
                                                                                                                                                                            • Brand Communication and Promotion

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Brand communication and promotion
                                                                                                                                                                                  • Figure 45: Main media advertising expenditure for bedroom furniture and beds, by company, 2008-12
                                                                                                                                                                                • Television dominates media choice
                                                                                                                                                                                  • Figure 46: Main media advertising expenditure for bedroom furniture and beds, by media type, 2008-11
                                                                                                                                                                                • Dreams is the largest advertiser in the sector
                                                                                                                                                                                  • Figure 47: Main media advertising expenditure for bedroom furniture and beds, by company, 2011
                                                                                                                                                                                  • Figure 48: Main media advertising expenditure for bedroom furniture and beds, by company, 2008-12
                                                                                                                                                                                • Advertising specifics
                                                                                                                                                                                • The Consumer – Who is Buying Beds and Bedroom Furniture?

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Purchasing overview
                                                                                                                                                                                        • Figure 49: Any bedroom furniture; any beds; purchased in the last three years, July 2012
                                                                                                                                                                                      • Purchases in the last three years
                                                                                                                                                                                        • Figure 50: Bedroom furniture and bed purchases, last three years, July 2012
                                                                                                                                                                                      • Creating a kids room
                                                                                                                                                                                          • Figure 51: Bedroom furniture and bed purchases, last three years, July 2012
                                                                                                                                                                                        • Repertoire
                                                                                                                                                                                          • Figure 52: Repertoire for beds or bedroom furniture purchased in the last three years, July 2012
                                                                                                                                                                                      • The Consumer – Factors Influencing Choice of Retailer

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • What consumers feel is important about their retailers
                                                                                                                                                                                            • Figure 53: Beds and bedroom furniture, factors influencing purchases, July 2012
                                                                                                                                                                                          • Service is king
                                                                                                                                                                                            • Great availability
                                                                                                                                                                                              • Genuine discounts
                                                                                                                                                                                                • Exchange deal
                                                                                                                                                                                                  • Touch before you buy?
                                                                                                                                                                                                    • A new competitive landscape
                                                                                                                                                                                                      • Easy payment plans popular
                                                                                                                                                                                                        • Nice but not necessary?
                                                                                                                                                                                                          • The Consumer – Factors Influencing Choice of Beds
                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Factors influencing choice of beds
                                                                                                                                                                                                                • Figure 54: Beds and mattresses, factors influencing choice, July 2012
                                                                                                                                                                                                              • All out for quality
                                                                                                                                                                                                                • Stylish beds for younger consumers
                                                                                                                                                                                                                  • Figure 55: Beds and mattresses, factors influencing choice, stylish appearance/colour, by age, July 2012
                                                                                                                                                                                                                • Standardising sizes
                                                                                                                                                                                                                  • Storage is at a premium
                                                                                                                                                                                                                    • Young customers crave co-ordination
                                                                                                                                                                                                                      • Foam or springs?
                                                                                                                                                                                                                        • Brands are well down the pecking order
                                                                                                                                                                                                                          • Orthopaedic means more to 55-64s
                                                                                                                                                                                                                            • Figure 56: Beds and mattresses, factors influencing choice, orthopaedic, by age, July 2012
                                                                                                                                                                                                                          • Certification – no thanks
                                                                                                                                                                                                                          • The Consumer – Factors Influencing Choice of Bedroom Furniture

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Factors influencing choice of bedroom furniture
                                                                                                                                                                                                                                • Figure 57: Bedroom furniture, factors influencing choice, July 2012
                                                                                                                                                                                                                              • Quality before low prices
                                                                                                                                                                                                                                • Style please
                                                                                                                                                                                                                                  • Wardrobe wars
                                                                                                                                                                                                                                    • Standardising?
                                                                                                                                                                                                                                      • Do people like self-assembly?
                                                                                                                                                                                                                                        • Fitted furniture
                                                                                                                                                                                                                                          • Hidden storage
                                                                                                                                                                                                                                          • The Consumer – Target Groups

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • Target groups
                                                                                                                                                                                                                                                  • Figure 58: Customer target groups, beds and bedroom furniture, by factors influencing choice of retailer, July 2012
                                                                                                                                                                                                                                                • Enthusiasts (35%)
                                                                                                                                                                                                                                                    • Figure 59: Customer target groups, by factors influencing choice of retailer, enthusiasts, July 2012
                                                                                                                                                                                                                                                    • Figure 60: Factors influencing choice of beds and mattresses, Enthusiasts, July 2012
                                                                                                                                                                                                                                                    • Figure 61: Factors influencing choice of beds and mattresses, Enthusiasts, July 2012
                                                                                                                                                                                                                                                  • Discounters (22%)
                                                                                                                                                                                                                                                      • Figure 62: Customer target groups, by factors influencing choice of retailer, Discounters, July 2012
                                                                                                                                                                                                                                                      • Figure 63: Factors influencing choice of beds, Discounters, July 2012
                                                                                                                                                                                                                                                      • Figure 64: Factors influencing choice of bedroom furniture, Discounters, July 2012
                                                                                                                                                                                                                                                    • Value Seekers (23%)
                                                                                                                                                                                                                                                        • Figure 65: Customer target groups, by factors influencing choice of retailer, Value Seekers, July 2012
                                                                                                                                                                                                                                                        • Figure 66: Factors influencing choice of beds, Value Seekers, July 2012
                                                                                                                                                                                                                                                        • Figure 67: Factors influencing choice of bedroom furniture, Value Seekers, July 2012
                                                                                                                                                                                                                                                      • Consulters (20%)
                                                                                                                                                                                                                                                          • Figure 68: Customer target groups, by factors influencing choice of retailer, Consulters, July 2012
                                                                                                                                                                                                                                                          • Figure 69: Factors influencing choice of beds, Consulters, July 2012
                                                                                                                                                                                                                                                          • Figure 70: Factors influencing choice of bedroom furniture, Consulters, July 2012
                                                                                                                                                                                                                                                      • Appendix – Internal Market Environment

                                                                                                                                                                                                                                                          • Figure 71: Purchasing of beds and bedroom furniture in the last 12 months, by demographics, 2012
                                                                                                                                                                                                                                                          • Figure 72: Ownership of home extensions, by demographics, 2012
                                                                                                                                                                                                                                                          • Figure 73: Complaints suffered from and allergies prone to in the last 12 months, by demographics, 2012
                                                                                                                                                                                                                                                          • Figure 74: Agreement with attitudinal statement relating to the home, by demographics, 2012
                                                                                                                                                                                                                                                          • Figure 75: Broadband penetration, by demographics, 2012
                                                                                                                                                                                                                                                          • Figure 76: Number of bedrooms in home, by demographics, 2012
                                                                                                                                                                                                                                                      • Appendix – The Consumer – Who is Buying Beds and Bedroom Furniture?

                                                                                                                                                                                                                                                          • Figure 77: Beds or bedroom furniture purchased in the last three years, top five responses, by demographics, July 2012
                                                                                                                                                                                                                                                          • Figure 78: Beds or bedroom furniture purchased in the last three years, next five responses, by demographics, July 2012
                                                                                                                                                                                                                                                          • Figure 79: Beds or bedroom furniture purchased in the last three years, last five responses, by demographics, July 2012
                                                                                                                                                                                                                                                          • Figure 80: Repertoire for beds or bedroom furniture purchased in the last three years, by demographics, July 2012
                                                                                                                                                                                                                                                      • Appendix – The Consumer – Factors Influencing Choice of Retailer

                                                                                                                                                                                                                                                          • Figure 81: Beds and bedroom furniture, factors influencing choice of retailer, July 2012
                                                                                                                                                                                                                                                          • Figure 82: Beds and bedroom furniture, good after-sales service influencing purchases, by demographics, July 2012
                                                                                                                                                                                                                                                          • Figure 83: Beds and bedroom furniture, installation service available influencing purchases, by demographics, July 2012
                                                                                                                                                                                                                                                      • Appendix – The Consumer – Factors Influencing Choice of Beds

                                                                                                                                                                                                                                                          • Figure 84: Most popular beds and mattresses, factors influencing choice, by demographics, July 2012
                                                                                                                                                                                                                                                          • Figure 85: Next most popular beds and mattresses, factors influencing choice, by demographics, July 2012
                                                                                                                                                                                                                                                      • Appendix –The Consumer – Factors Influencing Choice of Bedroom Furniture

                                                                                                                                                                                                                                                          • Figure 86: Bedroom furniture, factors influencing choice, top six, by demographics, July 2012
                                                                                                                                                                                                                                                          • Figure 87: Bedroom furniture, factors influencing choice, lowest six, by demographics, July 2012
                                                                                                                                                                                                                                                      • Appendix – The Consumer – Target Groups

                                                                                                                                                                                                                                                          • Figure 88: Target groups, by demographics, July 2012

                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                      • Airsprung Furniture Group PLC
                                                                                                                                                                                                                                                      • Allergy UK
                                                                                                                                                                                                                                                      • Alstons (Cabinets) Ltd
                                                                                                                                                                                                                                                      • And So To Bed Ltd
                                                                                                                                                                                                                                                      • Cauval Industries Sa
                                                                                                                                                                                                                                                      • Collins and Hayes Furniture
                                                                                                                                                                                                                                                      • Corndell Furniture Co Ltd
                                                                                                                                                                                                                                                      • DM Design
                                                                                                                                                                                                                                                      • Dreams Plc
                                                                                                                                                                                                                                                      • Dunlopillo
                                                                                                                                                                                                                                                      • Ercol Furniture Ltd
                                                                                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                                                                                      • Forest Stewardship Council
                                                                                                                                                                                                                                                      • Gainsborough Sofa Beds
                                                                                                                                                                                                                                                      • Harrods Group Total
                                                                                                                                                                                                                                                      • Hilding Anders Uk Plc
                                                                                                                                                                                                                                                      • IKEA
                                                                                                                                                                                                                                                      • John Lewis Partnership
                                                                                                                                                                                                                                                      • Jysk (UK)
                                                                                                                                                                                                                                                      • Leggett & Platt, Incorporated
                                                                                                                                                                                                                                                      • Millbrook Beds Ltd
                                                                                                                                                                                                                                                      • Pocket Spring Bed Company
                                                                                                                                                                                                                                                      • Rest Assured Ltd
                                                                                                                                                                                                                                                      • Sealy UK
                                                                                                                                                                                                                                                      • Silentnight Holdings
                                                                                                                                                                                                                                                      • Simmons Bedding Company
                                                                                                                                                                                                                                                      • Slumberland, Inc.
                                                                                                                                                                                                                                                      • Tempur-Pedic International Inc.
                                                                                                                                                                                                                                                      • Tesco Plc
                                                                                                                                                                                                                                                      • The Symphony Group PLC
                                                                                                                                                                                                                                                      • Twitter, Inc.
                                                                                                                                                                                                                                                      • Vi-Spring Ltd

                                                                                                                                                                                                                                                      Bedrooms and Bedroom Furniture - UK - October 2012

                                                                                                                                                                                                                                                      US $2,672.70 (Excl.Tax)