Germany Homewares Retailing Market Analysis
Germany Homewares Retailing Market grew in 2025 to nearly €12 billion, reflecting steady resilience from 2015–2025 as consumers prioritised affordable comfort, sustainability, and wellbeing at home. Looking ahead, the Homewares Retailing Market Size is forecast to expand by more than 15% in the foreseeable future around €13.8 billion, driven by experiential retailing, digital personalisation, and smart home innovation.
Germany Homewares Retailing Market Trends
Affordability drives demand as 64% of Germans opt for lower-priced homewares amid cost-of-living pressures, making value and durability key purchase factors within the Homewares Retailing Market.
Wellbeing and comfort matters since 74% of shoppers see stylish décor as essential for relaxation, and 62% view their home as a personal sanctuary, underscoring emotional engagement within the Homewares Retailing Market Share.
Younger consumers (Gen Z and Millennials) favour trendy, eco-friendly designs and impulse app-based shopping, while older buyers prioritise practicality and longevity.
Preferences are evolving where shoppers increasingly seek sustainable, circular, and experience-driven retail options that blend functionality with lifestyle and emotional fulfilment.
About The Report
The Germany Homewares Retailing Market Report 2025 provides comprehensive insights into the performance, trends, and future outlook of Germany homewares retailing market, covering consumer purchasing behaviour, key retailer performance, and opportunities for innovation. It explores areas such as market size and forecast, consumer attitudes and motivations, shopping channels, retailer strategies, and emerging trends in affordability, sustainability, and experiential retailing. The research is based on surveys, representing diverse age, income, and household segments to capture national shopping behaviour. This Germany Homewares Retailing Market Report benefits homeware retailers, manufacturers, marketers, and investors by providing actionable insights into consumer priorities, competitive dynamics, and growth opportunities within Germany’s evolving retail landscape.
Key Topics Analyzed in the Report
- Performance overview of the homewares retailing market and five-year outlook
- How German consumers purchase homewares and what products they purchase
- Retailers used to purchase homewares in Germany
- Key attributes that German consumers associate with different homewares retailers
- Reasons why consumers purchase homewares in Germany
- Consumer behaviours when shopping for homewares, including attitudes to and interest in second-hand shopping, bargain hunting and stylish functionality
- Market share, size and forecast
| Report Attributes | Details |
|---|---|
| Published Date | August 2025 |
| Data Range | 2015-2029 |
| Measurement Metrics | Revenue in € |
| Country Focus | Germany |
| Consumer Data | 2,000 internet users aged 16+, August 2024 |
| Number of Pages | 75 |
| Market Segmentation | Bedroom Linens, Kitchenware, Bathroom Accessories, Tableware, Home Décor Items, Lighting, and Storage Solutions |
| Leading Companies | IKEA, Action, dm, Depot, H&M Home, Zara Home, Tchibo, Poco, and Roller |
Meet the Expert Behind the Analysis
This report was written by Armando Falcao. Armando had over 15 years’ experience in market research when he joined Mintel in 2019 to write the European retail reports. He rejoined Mintel in 2023 as Associate Director, focusing on the German market. Armando studied Business and Economics at University of São Paulo and managed his own research business for 11 years prior to joining Mintel.
Despite economic pressures, homewares sales are growing as Germans prioritise their wellbeing at home and seek affordable sustainability and more experiential shopping.
Armando Falcao
Associate Director – Retail Reports
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EXECUTIVE SUMMARY
- What you need to know
- Opportunities
- Innovation highlights
- Market size and forecast
- Outlook
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OPPORTUNITIES
- Boost homeware sales with affordable sustainability
- Appeal to homewares shoppers by blending sustainability with affordability
- Help shoppers transform their homes with eco-friendly smart solutions
- Capture older shoppers with the power of stylish functionality
- Target older shoppers by blending functionality and style
- Guide shoppers to harmonise design and utility
- Transform homewares shopping into a culinary experience
- Excite and engage homewares shoppers with in-store culinary events
- Forge lasting impressions through brand partnerships
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CONSUMER
- Homewares purchased at retailers
- Bedroom linens have broad appeal
- Graph 1: homewares purchased at retailers, 2025
- Capture homewares shoppers with innovative fabrics to improve wellbeing
- Homewares sales are driven by the young
- Target the young and affluent with homewares for social gatherings
- Graph 2: homewares shoppers average age and net household income, by homeware category, 2025
- Win over young affluent families with trendy and functional homewares
- Gen Z loves using apps while older buyers shop in store and via websites
- Graph 3: channels used to purchase homewares, by age group, 2025
- Capture younger homeware shoppers with an engaging app experience
- Retailers used to purchase homewares
- Online retailers dominate homewares retail, ahead of discounters
- Graph 4: retailers used to purchase homewares, 2025
- Value and convenience shape homewares shopping
- Discounters use surprise and value to capture homeware shoppers
- Discounters gained prominence in the market
- Lifestage influences where Germans purchase homewares
- Graph 5: retailers used to purchase homewares, by household type, 2025
- Transform family shopping with engaging experiences and smart convenience
- Unlock the power of DIY to transform homeware retailing
- Attributes associated with homewares retailers
- Grocery retailers offer value, specialists offer style and a better shopping experience
- Unlock sales by bridging style and affordability
- Affluent buyers shop at DIY, furniture and homewares specialists
- Graph 6: shoppers’ average age and net household income, by retailer category, 2025
- Target affluent shoppers and families with personalisation and collaborations
- Price competition from online players is fierce
- Unlock growth by blending style with convenience
- Reasons to purchase homewares
- Half of shoppers bought homewares to replace broken items
- Graph 7: reasons why consumers purchased homewares, 2025
- Meet demand for durable and affordable homewares
- Target younger buyers with homewares for decoration and wellness
- Graph 8: reasons to purchase homewares, by generation, 2025
- Attract young shoppers by transforming homes into wellness havens
- Promote homewares that improve wellbeing
- Unlock the power of emotional homeware shopping with inviting store environments
- Leverage younger families’ need for socialising and impressing their guests
- Behaviours and attitudes when shopping for homewares
- The higher cost of living is shaping homewares shopping behaviours
- Graph 9: consumer behaviours when shopping for homewares, 2025
- Merge affordability and excitement to encourage ‘treasure hunting’
- Impulse buys and second-hand shopping are strongest when buying homewares to impress visitors
- Graph 10: behaviours when shopping for homewares, by reason to purchase homewares, 2025
- Target new home furnishers with enticing DIY collaborations
- Bargain hunting is key when furnishing a new home
- Harness the potential for second-hand homewares with strong influencer collaborations
- Well-decorated homes are key for consumers’ mental health
- Graph 11: consumer attitudes towards shopping for homewares, 2025
- Tap into the demand for stylish wellness solutions and wellbeing-focused homewares
- Target older shoppers by merging functionality with style
- Graph 12: agreement with select attitude statements, by generation, 2025
- Capture older shoppers with functional, durable and timeless homewares
- Unlock the power of social commerce to attract eco-conscious shoppers
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RETAILER ACTIVITY
- Leading specialists
- Leading homewares specialists
- Tchibo trials bold growth strategy in 2025
- Westwing launches omnichannel experience with new Munich store
- Depot starts over with a  new strategy
- Wayfair pulls out of the German market
- Market share
- Specialists account for a smaller share of the market
- The homewares retailing market is highly fragmented
- Graph 13: leading specialist retailers’ estimated share of the homewares market, 2024/25
- Market share evolution
- Homewares retail innovation
- Lidl opens its first non-food-only store
- Social media is celebrating intentional clutter at home
- IKEA France’s pop-up open-air library in Paris
- Casper highlights the importance of wellbeing at home
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MARKET
- Market drivers
- Germany is slowly recovering from economic uncertainty
- Graph 14: harmonised consumer price index, by category, 2022-25
- Focus remains on value despite improving consumer confidence
- Graph 15: changes in financial situation vs previous year, 2023-25
- Generative AI is transforming how consumers shop
- Demographic shifts and urban living drive new trends in homewares
- Shopping grows increasingly ethical and sustainable
- Market size and forecast
- Homewares retailing to reach €11.9 billion in 2025
- Graph 16: retail sales of homewares* (exc VAT), 2015-25
- Strong engagement drives homewares sales despite the high cost of living
- Demand for stylish and functional homes will drive homewares sales
- Graph 17: homewares* retail sales and forecast (exc VAT), 2019-30
- The importance of wellbeing at home will continue to drive homewares sales
- Forecast – note on US trade disruption
- Impact of US trade disruption for the homewares retailing market
- Market segmentation
- Curtains, carpets and textiles account for 56% of homewares sales
- Graph 18: breakdown of homewares retail sales into product categories, 2016-25
- Rising demand for affordable homewares with high visual impact on the home
- Homewares retail is a competitive mix of specialists and non-specialists
- Graph 19: estimated homewares retail sales breakdown into retailer categories, 2024/25
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APPENDIX
- Report scope and definitions
- Market definition
- Generations
- Abbreviations
- Methodology – consumer research
- Consumer research methodology
- A note on language
- Methodology – correspondence analysis
- Correspondence analysis – methodology
- Correspondence analysis: characteristics associated with homewares retailers
- Methodology – market size and forecast
- Forecast methodology
- Forecast methodology – fan chart
- Market size – value – homewares retail sales
- Market forecast and prediction intervals – value – homewares retail sales
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