Competitive Landscape
Ikea Strengthens Its Lead as Omnichannel and Design Drive Stability
Home furnishings in Italy remains highly fragmented, with the leading company, Ikea Italia Retail Srl, holding a 17% share in 2025 and the second-largest, Iris Mobili Srl, at 8%. The remainder of share is dispersed among a large number of companies, none of which exceeds a 2% share beyond these top two.
Natuzzi and Designer Collaborations Reinforce Premium Positioning
A notable development in 2025 was the introduction of Natuzzi’s new “FeelWell” comfort philosophy, unveiled at Salone del Mobile 2025. The headline launch, the Bao sofa designed by BIG – Bjarke Ingels Group, features a fluid, enveloping structure with cushions that settle into soft folds, and is offered in noble velvets and fine cottons across updated colour palettes.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Furnishings industry in Italy 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 Italy, 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 Italy 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 Italy?
- Which are the leading brands in Home Furnishings in Italy?
- How are products distributed in Home Furnishings in Italy?
- 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 Italy - Category analysis
Key Data Insights
Home Furnishings Summary
Porada and Ikea Respond to Digital and Design-Led Demand
Egoitaliano and Arper Drive Eco Design into the Mainstream
Indoor Living Dominates While Outdoor Living Proves Resilient
Modular Design and Digital Innovation to Reshape Living Spaces
Urban Consumers Expected to Drive Growth in Indoor Living, with Demand for Flexible Solutions
Ikea Strengthens Its Lead as Omnichannel and Design Drive Stability
Natuzzi and Designer Collaborations Reinforce Premium Positioning
Homewares and Home Furnishing Stores Maintains Dominance with Value-Added Services
Amazon and Ikea Drive E-Commerce Gains as Digital Tools Convert Shoppers
Natuzzi and Mondo Convenienza Expand Experiential Formats to Meet Design and Value Demand
Home and Garden in Italy - Industry Overview
2025 Developments
Key Data Insights
Overall Decline, but Households Continue to Invest in Gardens
Ikea and Coincasa Enable Affordable Home Refreshes
Stiga and Gardena Capitalise on Outdoor Living as Gardening Outperforms
Outdoor Living Set to Continue to Contribute to Growth, with Climate-Adapted Products Popular
Ikea and Coincasa to Boost Homewares and Home Furnishings with Value
Digital Innovation and Omnichannel Services Set to Reshape Consumer Expectations and Business Strategies
Ikea Extends Its Lead with Omnichannel Strategy and Design Innovation
Homewares and Home Furnishing Stores Defends Channel Leadership as E-Commerce Grows
Alessi and Natuzzi Advance Retail Formats
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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