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Home furnishings, equipment and DIY retail in Poland 2011Market analysis and development forecasts for 2011-2013
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The report describes in detail the market of home furnishings in Poland, including segments such as furniture, carpets and flooring, floors and floor panels, lighting, home textiles, kitchen appliances and sanitary articles.
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European Marketing Research Manager, international retail company
“As a London-based company, with operations abroad, we looked for the best-in-class Market Intelligence supplier. PMR brought us quality reports that improved our CEE market knowledge and understanding.”
Development Manager, GVA Grimley
“PMR's retail publications give me detailed insight into retail developments in Poland, even concerning 'minor' developments. It is the most informative English-language resource that I have found.”
General Manager, Royal Ahold, The Netherlands
“It's a great pleasure to cooperate with PMR because of its analysts' wealth of experience in understanding the local market. We consider PMR a competent and professional company which helps us conduct our business. I would also like to state that PMR's team is always ready to respond to emerging customer needs. We can recommend it as a reliable partner.”
Business Analyst, Hilti Distribution, Russia
“The regular updates from PMR give us a detailed insight into the retail market that we couldn't possibly gather ourselves without significant resources. This information helps guide our strategy and decision-making in marketing and in selling our products to the retail market in Eastern Europe and Russia.”
Market Development Manager, Zebra Technologies Europe Limited
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Senior Trade and Investment Adviser, British Embassy in Warsaw
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Senior Trade and Investment Adviser, British Embassy in Warsaw
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Member of the Managment Board, SCA Hygiene Products
The publication presents the value of the market broken down into these segments and closely analyses channels of distribution. The report also contains estimates and forecasts until 2013 and presents a survey of consumer behaviour and preferences in the area of furniture at home and furniture purchases.
The report identifies the biggest players on the market and describes their activity. It also covers the key trends and factors shaping the market.
Key topics covered in this report:
Did you know...
“IKEA is the chain generating highest sales on the home furnishings market in Poland.”
“The market is becoming more polarised, with two prominent client groups. The first category is mainly price-oriented, while the other is oriented to quality, functionality and modern character of products. The first category has been growing mainly as consumers opt for cheaper products and delay purchases.”
“The Polish market of home furnishings is highly fragmented. In 2010, there were more than 9,600 stores with just furniture and lighting articles.”
“There are seven nationwide DIY chain operators on the market, with stores in at least ten Polish provinces.”
“The largest DIY hypermarket chain in terms of store number is Castorama, boasting 56 stores in October this year. The leader among DIY chains of stores smaller than 5,000m2 is PSB-Mrówka with 90 outlets, followed by Bricomarche with 78.”
- total value of the home furnishings market by segments and channels of distribution
- mid- term forecast until 2013
- relevant factors impacting the market
- key market trends
- comparative analysis of distribution channels (specialist stores, DIY stores, hypermarkets, the internet) and their value
- detailed profiles of the major market players – sales, number of stores and expansion plans
- systematic analysis of consumer behaviour and preferences
- complete overview of Poland’s economy.
Questions addressed in this study:
- What is the value of the Polish home furnishings market and of its individual segments?
- How fast is the market of home furnishings going to grow over the coming years?
- What are they key players on the market?
- What new chains have appeared in Poland recently?
- What is the competition like on the market?
- How are the individual channels of distribution developing on the market?
- What has the biggest impact on the growth of the market?
- What trends can be observed on the market?
- What furniture and furnishings are consumers planning to purchase in the near future?
Strengths of the publication:
- significant findings of a survey of consumer behaviour and preferences
- additional profiles of new market players like Kler, Meblohurt, Rosenthal, Meblik, Cafe Decor
- accurate market forecasts until 2013
- precise sales value for the home furnishings market in Poland including a growth forecast
In what business situations will the report be an asset?
- entering the market of home furnishings
- examining the market potential
- estimating product demand
- analysing market saturation
- developing a growth strategy
- investigating market competitors
This report is recommended to:
- executive staff, managers and marketing departments of companies operating on or planning to enter the market of furnishings
- suppliers of furnishing articles
- consulting, research and analysis companies
- government institutions, embassies
- chambers of commerce, industry organisations
- financial institutions (banks, broker houses, investment funds).
Extract from this report
- The largest segment of home furnishings is furniture, which accounts for 43% of the market.
- In store number terms, the top home furnishings store chain is Firaneczka, which offers home textiles. It belongs to Galtex and comprises 344 stores. Together with its other chains – Belviso and Strefa Niskich Cen, Galtex operates nearly 400 stores, whose product range is dominated by curtains. The second largest chain is Bodzio, with 307 outlets.
- New players on the Polish DIY market include Jula, a Swedish multi-market chain. Two new outlets are to open in Warsaw in November 2011 – in Targowek and in Janki. They are expected to be 3,000-4,000m2 in size and will operate as discount stores, offering private label products that are cheaper, but so far unfamiliar to the Polish consumer.
Market commentary by expert
The financial crisis has corrected the housing market due to the significantly lower accessibility of consumer loans. As there was no clear signal that the crisis has ended Polish consumers have been conservative in their decisions, putting off larger spending. However, a high deficit of apartments in the country, estimated at 1.8m, and a drop in their prices, means good perspectives for the market of home furnishings in the long term. Poles are slowly catching up with rich EU states and as they are becoming more aesthetically conscious their spending on renovation, redecorating and replacing old-fashioned furniture is likely to increase.Jarosław Frontczak
Retail market analyst
Request sample pages/interactive screenshare
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Methodology p. 11
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Executive summary p. 15
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General economic situation of Poland p. 23
- Basic macroeconomic indicators for Poland p. 23
- GDP p. 23
- Employment p. 26
- Wages p. 27
- Inflation p. 28
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Household income and spending p. 28
- Income p. 29
- Spending p. 30
- Spending on home furnishings p. 32
- Financial condition of households and consumer optimism p. 34
- Demographics p. 38
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Market drivers p. 43
- Overview of the housing market p. 44
- Availability of housing loans p. 44
- Residential construction market and renovation works p. 45
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Consumer behaviour and preferences – findings of a consumer survey p. 51
- Introduction p. 51
- Sample p. 51
- Summary p. 54
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Results of the analysis p. 54
- Recent furniture purchases p. 54
- Planned furniture purchases p. 56
- Online furniture purchases p. 58
- Profiles of furniture buyers p. 60
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Value and change of the market p. 61
- Value and change of segments p. 64
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Distribution channels p. 67
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Specialist chains p. 73
- Value of sales p. 73
- Major players p. 74
- Number of stores p. 75
- Largest chains p. 79
- Franchising on the home furnishings market p. 80
- Expansion p. 81
- Expansion of chains in smaller towns p. 85
- Impact of the crisis on chain expansion p. 86
- New brands on the market p. 87
- Expansion of specialist home furnishing centres p. 87
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Profiles of selected players p. 90
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Furniture and accessories p. 90
- IKEA p. 90
- JYSK p. 92
- Meble Vox p. 93
- Bodzio p. 94
- Abra Meble p. 94
- Black Red White p. 95
- Kler p. 96
- Meblohurt p. 96
- Meblik p. 97
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Flooring p. 98
- Komfort p. 98
- RuckZuck p. 99
- Majster Plus p. 99
- Dobre Dla Domu p. 100
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Kitchenware and tableware p. 101
- Rosenthal p. 101
- Villeroy&Boch p. 102
- Megapunkt p. 102
- Duka p. 103
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Home textiles p. 104
- Eurofirany p. 104
- Home&You p. 104
- Firaneczka/belvisio p. 105
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Tiles and bathroom accessories p. 105
- Glazura Krolewska p. 105
- Mirad p. 106
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Decorative accessories p. 106
- Almi Decor p. 106
- Cafe decor p. 107
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Furniture and accessories p. 90
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DIY chains p. 109
- Segmentation of retail chains p. 109
- Expansion p. 111
- DIY chains by region p. 114
- Sales value p. 115
- Major players p. 117
- Home furnishings in DIY chains p. 118
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Profiles of leading players p. 121
- Castorama p. 121
- Leroy Merlin p. 122
- OBI p. 123
- Praktiker p. 124
- Bricomarche p. 125
- Nomi p. 126
- PSB-Mrowka p. 127
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Hypermarket chains p. 129
- Sales value p. 129
- Major players p. 130
- Expansion p. 131
- Home furnishings in hypermarkets p. 132
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Internet p. 133
- Sales value p. 133
- Home furnishings online p. 134
- Online stores p. 136
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List of graphs p. 139
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List of tables p. 143
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About PMR p. 145
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Contact PMR p. 146
List of graphs
- Value (PLN m) and change (%) for the Polish market of home furnishings, 2007-2013 17
- Change of the segments of the Polish market of home furnishings, 2010-2013 18
- Share of individual distribution channels in the Polish market of home furnishings (%), 2007-2013 19
- Real change of gross domestic product in Poland (%, y-o-y), 2007-2013 24
- GDP per capita by purchasing power parity (100=EU-27 average), 2009-2010 25
- Unemployment rate in Poland (%, end of period), 2007-2013 26
- Average employment in retail businesses in Poland (’000), Q1 2008-Q3 2011 27
- Average monthly gross wage in Polish economy (PLN), 2005-2010 27
- Yearly prices of consumer goods and services in Poland (%), 2007-2013 28
- Average monthly household income and expenses per capita in Poland (PLN), 2007-2010 29
- Average monthly disposable income per capita in households in Poland (PLN), by source, and its real change (%, y-o-y), 2010 30
- Average monthly expenses on consumer goods and services per capita in households in Poland (PLN), by source, and their real change (%, y-o-y), 2010 31
- Nominal change of expenses on consumer goods and services in households in Poland by main source of income (%), 2009-2010 31
- Structure of monthly expenses per capita for households in Poland (%), 2010 32
- Yearly expenses on furnishing and running a household per capita in Poland – value (PLN) and change (%), 2005-2010 33
- Yearly expenses on home furnishings in Poland by source of income – value (PLN) and share in total expenses (%), 2010 33
- Household optimism index – financial condition of households in Poland, October 2007-September 2011 35
- Consumer optimism index and its components, October 2007-September 2011 36
- Consumer confidence index in Poland (%), October 2007-September 2011 37
- Population of Poland (’000) in 2008-2010 and forecasts until 2020 38
- Population of Poland by place of residence (%), 2010 39
- Towns and cities of Poland by population (number, %), 2010 40
- Urban population in Poland by voivodship (%), 2010 40
- Current and forecasted structure of population in Poland by age group, 2009-2020 41
- Value (PLN m) and number (’000) of new loans in Poland, Q2 2009-Q2 2011 45
- Number of building permits, investments in progress and completed apartments in Poland (’000), 2005-2011 46
- Number of building permits and investments in progress in Poland (’000), January-August 2011 47
- Percentage of apartments purchased at different stages of construction in Poland (%), H1 2010 and H1 2011 47
- Investment activity of households in Poland, 2010-2011 48
- Apartments completed in Poland, January-August 2011 49
- Planned renovations in households in Poland, 2010-2011 50
- Sample structure by gender 52
- Sample structure by age 52
- Structure sample by place of residence 52
- Sample structure by education 53
- Sample structure by monthly income per capita in households 53
- New furniture purchases since January 2010 (% responses), May 2011 55
- Furniture purchases by type since January 2010 (% responses), May 2011 55
- Price range for furniture purchases since January 2010 (PLN), May 2011 56
- Reasons for furniture purchases (% responses), May 2011 56
- Furniture purchases planned until the end of the year (% responses), May 2011 57
- Furniture purchases planned until the end of the year (% responses), May 2011 57
- Planned purchases of selected home furnishings (% responses), May 2011 58
- Online furniture purchases (% responses), May 2011 59
- Online furniture purchases (% responses), May 2011 59
- Form of online furniture purchases (% responses), May 2011 60
- Value (PLN m) and change (%) for the Polish market of home furnishings, 2007-2013 62
- Change of the segments of the Polish home furnishings market, 2010-2013 65
- Value of the segments of the Polish home furnishings market (PLN bn), 2007-2013 66
- Value of the Polish market of home furnishings by segments (%), 2010 66
- Share of distribution channels in the Polish market of home furnishings (PLN m, %), 2010 68
- Share of individual distribution channels in the Polish market of home furnishings (%), 2007-2013 69
- Change for individual distribution channels on the Polish market of home furnishings (%), 2007-2013 70
- Number and change (%) of furniture and lighting stores in Poland, 2005-2011 71
- Sales (PLN m) and change (%) for specialist chains on the Polish market of home furnishings, 2007-2013 73
- Number of chain stores on the Polish market of home furnishings, by segments, October 2011 75
- Number of stores of selected chains selling furniture and furnishings in Poland, October 2011 76
- Number of stores of selected chains selling home textiles in Poland, October 2011 77
- Number of stores of selected chains selling kitchenware and tableware in Poland, October 2011 77
- Number of stores of selected chains selling kitchenware and tableware in Poland, October 2011 78
- Number of stores of selected chains selling bathroom accessories and tiles in Poland, October 2011 78
- Number of stores of the largest chains on the Polish market of home furnishings, October 2011 79
- Selected franchise chains on the Polish market of home furnishings – own and franchise stores, October 2011 80
- Change in the number of stores of selected home furnishing chains in Poland, October 2011/October 2010 and December 2012/October 2011 82
- Number of stores in selected home furnishing chains in Poland, October 2010, October 2011 and December 2012 84
- DIY hypermarkets/stores by average sales area (’000 m2) in Poland, 2009 110
- Change in the number of DIY chain stores in Poland, including DIY hypermarkets, 2000-2012 112
- Expansion of DIY stores with sales area of up to 5,000 m2 in Poland by chain, 2000-2012 113
- Expansion of DIY hypermarkets in Poland, by chain, 2001-2012 113
- DIY chains by number of stores in voivodships of Poland, October 2011 114
- DIY hypermarkets by number of stores in voivodships of Poland, October 2011 114
- Inhabitants per one DIY store in voivodships of Poland, October 2011 115
- Sales (PLN m) and change (%) for DIY chains in Poland, 2007-2013 116
- Sales (PLN m) and change (%) for DIY hypermarket chains in Poland, 2007-2013 116
- Sales of major players on the DIY market in Poland (PLN m), 2007-2011 118
- Shares of major players on the DIY market in Poland (%), 2007-2011 118
- Estimated sales (PLN m) and change (%) for home furnishing accessories in DIY chains in Poland, 2007-2013 119
- Outlays of DIY and home furnishings chains on TV advertising in Poland (PLN m), 2008-2010, January-September 2011 120
- Revenues (PLN m) and change (%) for the hypermarket segment in Poland, 2007-2013 129
- Shares of chains in the hypermarket segment in Poland by sales value (%), 2010 130
- Change for the number of hypermarkets in Poland, 2001-2011 131
- Estimated sales (PLN m) and change (%) for home furnishings in grocery hypermarket chains in Poland, 2007-2013 132
- Value (PLN m) and change (%) for the e-commerce market in Poland, 2002-2011 134
- Percentage of Europeans purchasing home furnishings online, 2007 and 2010 135
List of tables
- Exchange rates used in the report 14
- Basic macroeconomic indicators for Poland, 2009-2011 15, 23
- Largest Polish cities by population, June 2010 39
- Selected retailers operating on the Polish market of home furnishings: sales 2008-2010, stores 2010-2012 74
- Expansion strategies (store format and size of city/town) of selected home furnishing chains in Poland, 2011 85
- Selected home furnishing centres in Poland, 2011 89
- Selected furniture chains in Poland, 2011 90
- IKEA in Poland: sales and number of stores, 2007-2010 90
- IKEA stores in Poland, 2011 91
- JYSK in Poland: sales and number of stores, 2007-2010 92
- Meble Vox in Poland: number of stores, 2008-2010 93
- Bodzio in Poland: sales and number of stores, 2007-2010 94
- Abra in Poland: sales and number of stores, 2007-2010 94
- Black Red White in Poland: sales and number of stores, 2007-2010 95
- Kler in Poland: sales and number of stores, 2007-2010 96
- Meblohurt in Poland: sales and number of stores, 2008-2010 96
- Selected chains selling flooring products in Poland, 2011 98
- Komfort in Poland: sales and number of stores, 2007-2010 98
- RuckZuck in Poland: sales and number of stores, 2007-2010 99
- Majster Plus in Poland: number of stores, 2007-2010 99
- Dobre Dla Domu in Poland: number of stores, 2007-2010 100
- Selected chains selling kitchenware and tableware in Poland, 2011 101
- Villeroy&Boch in Poland: sales and number of stores, 2008-2010 102
- Megapunkt in Poland: number of stores, 2007-2010 102
- Duka in Poland: sales and number of stores, 2007-2010 103
- Home&You in Poland: sales and number of stores, 2007-2010 104
- Glazura Krolewska in Poland: sales and number of stores, 2008-2010 105
- Almi Decor in Poland: sales and number of stores, 2007-2010 106
- Cafe decor in Poland: number of stores, 2007-2010 107
- DIY store chains by number of stores in Poland, October 2011 110
- Leading DIY chain operators in Poland: sales 2009-2011, stores 2010-2012 117
- Castorama in Poland: sales and number of stores, 2007-2010 121
- Leroy Merlin in Poland: sales and number of stores, 2007-2010 122
- OBI in Poland: sales and number of stores, 2007-2010 123
- Praktiker in Poland: sales and number of stores, 2007-2010 124
- Bricomarche in Poland: sales and number of stores, 2007-2010 125
- Nomi in Poland: sales and number of stores, 2007-2010 126
- PSB-Mrowka in Poland: sales and number of stores, 2007-2010 127
- Hypermarket chains in Poland by sales value (PLN m) and number of stores, 2010-2011 130
Home furnishings, equipment and DIY retail in Poland 2011
Market analysis and development forecasts for 2011-2013
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