Competitive Landscape
Ikea and Private Label Leverage Value and Digital Strength to Defend Share
Home furnishings in Germany in 2025 remained fragmented, with no single company approaching a dominant position. Ikea Deutschland GmbH & Co KG held the largest individual share, with a 13% retail value share in 2025, although the combined share of private label players stood at 24%.
Philips and Nobilia Drive Smart Kitchen Integration to Boost Innovation
The most notable product innovation in 2025 was the partnership between Philips Hue and Nobilia, which introduced built-in smart lighting as a standard option in new Nobilia kitchens. From early 2025, German homeowners could specify kitchens with integrated Philips Hue lighting, including colour-capable recessed spotlights and gradient light bars, shipped with a Hue bridge and tap dial switch for full smart home integration.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Furnishings industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Home Furnishings industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Furnishings in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Furnishings in Germany?
- Which are the leading brands in Home Furnishings in Germany?
- How are products distributed in Home Furnishings in Germany?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Home Furnishings?
- Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Home Furnishings?
- Where is future growth expected to be most dynamic?
Home Furnishings in Germany - Category analysis
Key Data Insights
Home Furnishings Summary
Bett1 and Ikea Set New Standards with Circular Solutions
Lighting Sees Growth Momentum While Modular Solutions Gain Traction
Ikea and Bett1 to Drive Circularity as Sustainability Becomes Standard
Philips Hue and Ikea Reimagine the Home with Smart Lighting
Westwing and Cairo Blend Digital and In-Person Experiences to Win Loyalty
Ikea and Private Label Leverage Value and Digital Strength to Defend Share
Philips and Nobilia Drive Smart Kitchen Integration to Boost Innovation
Homewares and Home Furnishing Stores Deepen Omnichannel Strategies to Defend Leadership
Retail E-Commerce Rises, While Emerging Concepts Set to Make an Impact
Home and Garden in Germany - Industry Overview
2025 Developments
Key Data Insights
Villeroy & Boch, Westwing and Diy Chains Redefine Shopper Journeys with Omnichannel Integration
Discounters Capture Trading-Down Shoppers with Price Investment and Private Label Expansion
Toom, Compo and Gardena Drive Eco-Friendly and Convenience-Led Gardening Choices
Value and Premium Brands to Shape a Polarised Landscape
Online-First Retailers Integrate In-Store Experiences to Retain Loyalty
Retailers to Substantiate Eco Claims as Circularity Becomes the Norm
Ikea and Private Label Consolidate as Innovation Reshapes the Competition
Home Products Specialists Defends Lead with Hybrid Journeys
Action and Woolworth Drive Sales with Value-Led Expansion
Catalysts for Next-Generation Home Solutions
Pioneering Launches in Smart and Sustainable Design
Commercial Outcomes of Advanced Product Development
Country Reports Disclaimer
The following categories and subcategories are included:
Home Furnishings
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- Bath Textiles
- Bed Textiles
- Kitchen and Dining Textiles
- Living Room Textiles
- Rugs
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- Beds
- Chests of Drawers
- Mattresses
- Wardrobes
- Dining Furniture
- Home Office Furniture
- Kitchen Furniture
- Living Room Furniture
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- Sofa Beds
- Other Sofas
- Other Sitting Furniture
- Storage Furniture
- Other Indoor Furniture
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- Blinds
- Curtains
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- Charcoal Barbecues
- Electric Barbecues
- Gas Barbecues
- Outdoor Furniture
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- Lighting Fixtures
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- Incandescent Lamps
- Halogen Lamps
- Linear Fluorescent Lamps (LFL)
- Compact Fluorescent Lamps (CFL)
- Light-Emitting Diode Lamps (LED)
Home Furnishings
The furniture and other moveable articles in a home that are necessary or useful for comfort and convenience. Items must be new when sold to the consumer; second-hand/used home furnishings are excluded. Antiques are also excluded. Home furnishings refers to indoor living (home textiles, indoor furniture and window coverings), outdoor living (BBQ's, garden sheds and outdoor furniture) and lighting (lighting sources and light fixtures).
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Home Furnishings research and analysis database.
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