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Description

Description

Covered in this report

The bedroom sector is intensely competitive thanks to broad distribution, the loudly heralded entrance of several direct-toconsumer businesses selling boxed mattresses plus the trend for consumer shopping migrating online. Market growth has been steady between 2013 and 2018, up 27% to £3,487 million, helped by growth in household numbers and improving consumer confidence. In 2019 we estimate that the market will grow by a further 3.4% to reach £3,604 million. In the five years from 2019- 24 we forecast further growth of 20%, to reach £4,338 million, helped by demand for better storage and awareness of the importance of good quality sleep. Each of these key themes will encourage higher average transactions. People will increasingly want a tailored look to their rooms, with bedroom furniture with an individual style.

“Marketing themes around bedroom furniture are focusing on storage solutions and the message that controlling your possessions puts you in charge. Meanwhile bed brands and retailers are elevating their status as sleep experts, tapping into growing awareness of the importance of sleep for health and wellness. The entrance and rapid growth of boxed mattress specialists has boosted appreciation of good quality products, however, the boxed mattress brands have yet to move into profit, raising doubts over the future of the sector. Meanwhile Dreams and Sharps, both owned by Sun Capital Partners, are a success story, but several smaller retailers have failed and Bensons (along with its sister businesses) have been sold by Steinhoff to a turnaround company. While IKEA continues to forge ahead, Amazon is taking a bigger position in this market and will probably tempt even more shoppers to go online.”

- Jane Westgarth, Senior Retail Analyst

This report will look at the following areas:

  • Have boxed mattress companies revolutionised the industry?
  • Is there greater potential to sell fitted wardrobes?
  • What is the role of online selling in the market for beds and bedroom furniture?

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Market conditions remained positive in 2019
              • Desire for better storage will drive up typical spend
                • Figure 1: Consumer spending on bedroom furniture, beds and mattresses, 2014-24
              • It’s all about healthy sleep
                • Diverse market served by a wide variety of retailers
                  • Figure 2: Channels to market, beds and bedroom furniture, 2018
                • House moves and population growth support market growth
                  • Companies and brands
                    • Dreams moves into top slot
                      • Figure 3: Selected beds, mattresses and bedroom furniture specialists, total turnover (excluding VAT), 2017 and 2018
                    • Second-largest bed specialist sold
                      • Boxed mattress specialists grow turnover but fail to move into profit
                        • Legacy mattress companies see a slowdown
                          • Advertising jumped in 2017 and remained high in 2018
                            • The consumer
                              • More than 70% bought bedroom furniture or beds in the last three years
                                • Figure 4: Purchases for bedrooms in the last three years, October 2019
                              • IKEA is way ahead of competitors for bedroom furniture shopping
                                • Figure 5: Retailers used for bedroom furniture, October 2019
                              • IKEA, Argos and Dreams top the list of retailers used for beds and mattresses
                                • Figure 6: Retailers used for beds and mattresses bought in the last three years, October 2019
                              • 26% chose their retailer because they sell online
                                • Figure 7: Factors influencing choice of retailer, October 2019
                              • Shoppers display multichannel behaviour
                                • Figure 8: Shopping behaviour for beds and bedroom furniture, October 2019
                              • Quality sleep is widely recognised
                                • Challenges to mattress brands
                                  • Figure 9: Attitudes towards beds and mattresses, October 2019
                                • Young adults want multifunctional bedrooms
                                  • Figure 10: Attitudes towards bedrooms, October 2019
                                • What we think
                                • Issues and Insights

                                  • Have boxed mattress companies revolutionised the industry?
                                    • The facts
                                      • The implications
                                        • Is there greater potential to sell fitted wardrobes?
                                          • The facts
                                            • The implications
                                              • What is the role of online selling in the market for beds and bedroom furniture?
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Market conditions remained positive in 2018
                                                      • Desire for better storage will drive up typical spend
                                                        • More mattress advertising has stimulated demand
                                                          • It’s all about healthy sleep
                                                            • Diverse market served by a wide variety of retailers
                                                              • House moves and population growth support market growth
                                                                • The benefits of good sleep
                                                                • Market Size and Forecast

                                                                  • Robust market, continuing to grow
                                                                    • Figure 11: Consumer spending on bedroom furniture, beds and mattresses, 2014-24
                                                                    • Figure 12: Consumer spending on bedroom furniture, beds and mattresses, at current and constant 2019 prices, 2014-24
                                                                  • Forecast methodology
                                                                  • Market Segmentation

                                                                    • Boxed mattress brands boost demand for beds and mattresses
                                                                      • Figure 13: Consumer spending on beds and mattresses, 2014-24
                                                                      • Figure 14: Consumer spending on beds and mattresses, at current and constant 2019 prices, 2014-24
                                                                    • Bedrooms are places for the ultimate in organisation
                                                                      • Figure 15: Consumer spending on bedroom furniture, 2014-24
                                                                      • Figure 16: Consumer spending on bedroom furniture, at current and constant 2019 prices, 2014-24
                                                                  • Channels to Market

                                                                    • Diverse market served by a wide variety of retailers
                                                                      • J Sainsbury adds Argos and Habitat
                                                                        • Online competition hots up
                                                                          • DIY chains hit by Homebase disruption
                                                                            • Department stores led by John Lewis and Next
                                                                              • Figure 17: Channels to market, beds and bedroom furniture, 2018
                                                                          • Market Drivers

                                                                            • 64% of adults live in owner-occupied accommodation
                                                                              • Private renting has steadied
                                                                                • Figure 18: Housing tenure, June 2019
                                                                              • Housing sales fell slightly in summer 2019
                                                                                • Figure 19: Change in housing transactions, UK, September 2017-September 2019
                                                                              • People feel positive about their finances
                                                                                • Figure 20: Trends in how respondents would describe their financial situation, 2015-19
                                                                              • People beginning to bolster savings
                                                                                • Figure 21: Trends in selected activities done, January 2018-October 2019
                                                                              • Everyone needs a bed
                                                                                • Figure 22: Trends in the structure of the UK population, 2014-24
                                                                              • High awareness of the importance of sleep
                                                                                • Figure 23: Attitudes towards sleep, August 2017
                                                                            • Companies and Brands – What You Need to Know

                                                                              • Dreams moves into top slot
                                                                                • Second-largest bed specialist sold
                                                                                  • Sharps builds turnover, but Hammonds falters
                                                                                    • Boxed mattress specialists grow market share but fail to move into profit
                                                                                      • Long trial periods for mattresses
                                                                                        • Legacy mattress companies see a slowdown
                                                                                          • IKEA sells on third-party websites
                                                                                            • Moving into the city
                                                                                              • Sustainability raises its profile
                                                                                                • Focus on health and comfort
                                                                                                  • Advertising jumped in 2017 and remained high in 2018
                                                                                                  • Companies and Brands

                                                                                                    • Dreams moves into top slot
                                                                                                      • Bensons for Beds sold to investment company
                                                                                                        • Sharps builds turnover, but Hammonds falters
                                                                                                          • Boxed mattress specialists grow market share but fail to move into profit
                                                                                                            • Tough market conditions lead to turbulence among retailers
                                                                                                              • Loaf creates a successful multichannel business
                                                                                                                • Figure 24: Beds, mattresses and bedroom furniture specialists, total turnover (excluding VAT), 2013-18
                                                                                                              • Dreams generates the greatest profit in the sector
                                                                                                                • Figure 25: Beds, mattresses and bedroom furniture specialists, operating profit, 2013-18
                                                                                                              • Dreams and Sharps set the pace
                                                                                                                • Figure 26: Beds, mattresses and bedroom furniture specialists, operating margin, 2013-18
                                                                                                              • Retail beds specialists are dominated by two brands
                                                                                                                • Figure 27: Beds, mattresses and bedroom furniture specialists, store numbers, 2013-18
                                                                                                            • Non-specialist Retailers

                                                                                                                • IKEA is a market leader in bedroom furniture and beds
                                                                                                                  • Argos is a destination for bedroom furniture
                                                                                                                    • Beds in DFS and Carpetright
                                                                                                                      • Figure 28: Non-specialists selling beds and bedroom furniture, 2018
                                                                                                                  • Space Allocation

                                                                                                                    • Oak Furnitureland dedicates a third of space to bedrooms
                                                                                                                        • Figure 29: Selected furniture retailers – detailed space allocation estimates, July 2019
                                                                                                                    • Competitive Strategies

                                                                                                                      • Promising a better night’s sleep
                                                                                                                        • Filtering out the right mattress
                                                                                                                          • Guarantees reassure shoppers
                                                                                                                            • Oak Furnitureland differentiates with 100% solid wood
                                                                                                                              • Real customer rooms on show
                                                                                                                                • Digital planning aids
                                                                                                                                • Launch Activity and Innovation

                                                                                                                                  • IKEA sells on third-party websites
                                                                                                                                    • Moving into the city
                                                                                                                                      • Sustainability raises its profile
                                                                                                                                        • Creating an individual look
                                                                                                                                          • New look for Argos within the Selly Oak branch of Sainsbury’s
                                                                                                                                            • Figure 30: Sainsbury’s, furniture section for Argos and Habitat, 2018
                                                                                                                                          • Sleepeezee enters the dog bed market
                                                                                                                                            • Figure 31: Dog Beds, Sleepeezee, 2019
                                                                                                                                          • More health-focused sleep ranges
                                                                                                                                            • More new entrants to the mattress market
                                                                                                                                            • Manufacturers and Suppliers

                                                                                                                                              • Silentnight opens its fourth shop
                                                                                                                                                • Sales slowdown for mattress companies
                                                                                                                                                  • Figure 32: Selected manufacturers, turnover, msp, 2013-18
                                                                                                                                                • Operating profit under pressure
                                                                                                                                                  • Figure 33: Selected manufacturers, operating profit, 2013-18
                                                                                                                                                  • Figure 34: Selected manufacturers, operating margin, 2013-18
                                                                                                                                              • Advertising and Marketing Activity

                                                                                                                                                • 2018 advertising spend remained high
                                                                                                                                                  • Figure 35: Total above-the-line, online display and direct mail advertising expenditure on beds and bedroom furniture, 2014-18
                                                                                                                                                • Dreams retains its first place in 2017-18
                                                                                                                                                  • Intense competition among the boxed mattress brands
                                                                                                                                                    • Figure 36: Total above-the-line, online display and direct mail advertising expenditure on beds and bedroom furniture, by advertiser, 2014-19
                                                                                                                                                  • Television dominates media choice
                                                                                                                                                    • Figure 37: Above-the-line, online display and direct mail advertising expenditure on beds and bedroom furniture, by media type, 2018
                                                                                                                                                  • Campaign highlights
                                                                                                                                                    • Sharps shows a wide range of product features
                                                                                                                                                      • Figure 38: Sharps, TV advert, 2019
                                                                                                                                                    • Simba highlights the benefits of peace
                                                                                                                                                      • Eve wants legislation to champion sleep
                                                                                                                                                        • Figure 39: Eve Sleep, poster lobbying for the right to sleep, 2019
                                                                                                                                                      • IKEA positions itself as the solution to endangered sleep
                                                                                                                                                        • Nielsen Ad Intel coverage
                                                                                                                                                        • The Consumer – What You Need to Know

                                                                                                                                                          • More than 70% bought bedroom furniture or beds in the last three years
                                                                                                                                                            • 25-34s are very likely to buy built-in furniture
                                                                                                                                                              • IKEA is way ahead of competitors for bedroom furniture shopping
                                                                                                                                                                • IKEA, Argos and Dreams top the list of retailers used for beds and mattresses
                                                                                                                                                                  • 26% chose their retailer because they sell online
                                                                                                                                                                    • Four in 10 viewed items in-store that they first saw online
                                                                                                                                                                      • Quality sleep is widely recognised
                                                                                                                                                                        • Long trial periods popular with young adults
                                                                                                                                                                          • Challenges to mattress brands
                                                                                                                                                                            • Young adults and families with children want multifunctional bedrooms
                                                                                                                                                                              • Private renters want to move with their bedroom furniture
                                                                                                                                                                                • High environmental awareness
                                                                                                                                                                                  • Not just any bedroom
                                                                                                                                                                                  • Purchases for Bedrooms

                                                                                                                                                                                    • More than 70% bought bedroom furniture or beds in the last three years
                                                                                                                                                                                      • Figure 40: Purchases for bedrooms in the last three years, October 2019
                                                                                                                                                                                    • House moves and age bands influence demand
                                                                                                                                                                                      • Figure 41: Purchases for bedrooms in the last three years, by length of time in current home and age, October 2019
                                                                                                                                                                                    • Who is buying built-in bedroom furniture?
                                                                                                                                                                                    • Retailers Used for Bedroom Furniture

                                                                                                                                                                                      • IKEA is way ahead of competitors for bedroom furniture shopping
                                                                                                                                                                                        • Figure 42: Retailers used for bedroom furniture, October 2019
                                                                                                                                                                                      • IKEA captures over six in 10 16-34s
                                                                                                                                                                                        • Amazon is widely used for bedroom furniture
                                                                                                                                                                                          • Older shoppers frequent department stores and specialists
                                                                                                                                                                                          • Retailers Used for Beds and Mattresses

                                                                                                                                                                                            • IKEA, Argos and Dreams top the list of retailers used for beds and mattresses
                                                                                                                                                                                              • Figure 43: Retailers used for beds and mattresses bought in the last three years, October 2019
                                                                                                                                                                                          • Factors Influencing Choice of Retailer

                                                                                                                                                                                            • 26% chose their retailer because they sell online
                                                                                                                                                                                              • Advice and expertise
                                                                                                                                                                                                • Individual solutions
                                                                                                                                                                                                  • Figure 44: Factors influencing choice of retailer, October 2019
                                                                                                                                                                                              • Shopping Behaviour for Beds and Bedroom Furniture

                                                                                                                                                                                                • Shoppers display multichannel behaviour
                                                                                                                                                                                                  • Figure 45: Shopping behaviour for beds and bedroom furniture, October 2019
                                                                                                                                                                                              • Attitudes towards Beds and Mattresses

                                                                                                                                                                                                • Quality sleep is widely recognised
                                                                                                                                                                                                  • Try before you buy
                                                                                                                                                                                                    • Replace mattresses regularly
                                                                                                                                                                                                      • Long trial periods popular with young adults
                                                                                                                                                                                                        • Families prioritise beds with storage
                                                                                                                                                                                                          • Challenges to mattress brands
                                                                                                                                                                                                            • Figure 46: Attitudes towards beds and mattresses, October 2019
                                                                                                                                                                                                        • Attitudes towards Bedrooms

                                                                                                                                                                                                          • Bedrooms should be restful and organised
                                                                                                                                                                                                            • Young adults and families with children want multifunctional bedrooms
                                                                                                                                                                                                              • Private renters want to move with their bedroom furniture
                                                                                                                                                                                                                • High environmental awareness
                                                                                                                                                                                                                  • Shops remain relevant
                                                                                                                                                                                                                    • Not just any bedroom
                                                                                                                                                                                                                      • Figure 47: Attitudes towards bedrooms, October 2019
                                                                                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                      • Abbreviations
                                                                                                                                                                                                                        • Consumer research methodology
                                                                                                                                                                                                                          • Space Allocation
                                                                                                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                                                                                                            • Forecast methodology

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