The European market for bed textiles is large and fairly stable. Developing countries are Europe’s main source of bed textiles, supplying nearly two-thirds of imports. This makes Europe an interesting market for you. A continued growing interest in sustainability and wellness offers you opportunities, driving the popularity of natural materials and eco-friendly production. Emphasising the story behind your products can further add value to your products. Offering personalisation and the option to work via co-creation can give you a competitive edge.

1. Product description

Within the Home Decoration and Home Textiles (HDHT) sector, bed textiles are categorised under home textiles. The bed textiles product group typically consists of bedspreads and duvet covers (and pillowcases).

A bedspread is a piece of fabric designed to cover the bed, from top to bottom and from side to side. Although bedspreads can be used for warmth, they are primarily used as decorative articles for the bed.

A duvet cover is a large fabric bag that protects the duvet, a type of bedding consisting of a soft bag filled with feathers, wool or a synthetic alternative. Duvet covers have button, envelope/flap, snap, tie or zipper closures at the bottom, allowing the cover to be easily removed and washed. They usually come with matching pillowcases.

  Bedspreads

While bedspreads mainly serve as decorative articles for the bed, they can also be used as blankets for warmth. They provide an easy way to change the decoration of the bedroom, where the bed is the main focus.

Bedspreads come in a variety of fabrics, such as cotton, linen and wool. Blended yarns and mixed fabrics are also common. Very high-end bedspreads can be made of luxurious fibres like silk and cashmere. Bedspreads come in a wide variety of designs, styles and patterns. They can be colourful or plain to match every personal taste.

Sizes vary depending on bed dimensions. Common sizes for bedspreads in Europe are:

• 140 x 200 cm
• 180 x 220 cm
• 200 x 280 cm
• 240 x 280 cm
• 210 x 270 cm
• 260 x 290 cm

Other sizes are also available, depending on the target country. Ask your European buyer what specific sizes they are looking for in the early stages of collaboration.

  Duvet covers

Since the actual duvets cannot be cleaned too often due to their delicate filling, duvet covers are used to protect them from dust and stains. Duvet covers also fulfil a decorative purpose. Being essentially bed covers, they can change the look and atmosphere of a bedroom in a simple and inexpensive way.

Like bedspreads, duvet covers are available in a wide variety of fabrics. However, since they need to be washed regularly the most commonly used material is cotton, which combines breathability and durability. Cotton can also be blended with other (manmade) fibres to make the duvet cover easier to iron. Other raw materials include linen, silk and polyester, although they are not as common.

Duvet covers come in a variety of designs, along with matching sheets, pillowcases or pillow shams, and bed skirts. Style options include a natural look, floral patterns, geometric shapes, fantasy images, tropical and animal prints, photo prints, as well as solid colours. Handmade duvet covers usually have patchwork designs and (traditional) embroideries.

Sizes also vary depending on bed dimensions. Common sizes for duvet covers in Europe are:

• 150 x 210 cm (single bed)
• 200 x 200 cm (double bed)
• 240 x 220 cm (king-size bed)
• 260 x 220 cm (super king-size bed)

Other sizes are also possible, depending on the target country. Ask your European buyer what specific sizes they are looking for in the early stages of collaboration. It is not common to have joints in the front or back of a duvet cover, so for example, a minimum fabric width of 220 cm for double bed duvet covers is advisable. This has consequences for the kind of looms you (or your fabric supplier) have to use.

2. What makes Europe an interesting market for bed textiles?

The European market for bed textiles is fairly stable. Almost two thirds of the import value is sourced directly from developing countries, making Europe an interesting market for you.

Between 2016 and 2020, European imports of bed textiles slightly fluctuated around €4.3 billion. In 2020, the outbreak of the coronavirus (COVID-19) led to a -3.9% decrease. This resulted in a total average increase of 0.2% for 2016-2020.

Nearly two thirds of the total European bed textile import value, about €2.6 billion, was sourced directly from developing countries. This makes Europe an interesting market for you, as an exporter from a developing country.

In 2021, the COVID-19 pandemic and the measures taken against it worldwide continue to affect international trade, and this is expected to carry on into 2022. At the same time, lockdowns have resulted in an increased focus on the home and on trends like wellness and sustainability. This may (partially) compensate for the negative effects of the crisis. For more drivers of demand, see ‘which trends offer opportunities?’ below.

3. Which European countries offer most opportunities for bed textiles?

The larger Western European economies are the main importers of bed textiles. However, importers in these countries generally sell their products across Europe. Your best strategy therefore is to focus on a particular segment, rather than a specific country.

In 2020, Germany remained Europe’s leading importer of bed textiles with 22% of imports, followed by the United Kingdom and France, with 14% and 12% respectively. Together they accounted for 48% of the total European bed textile imports. Smaller markets with a share of less than 10%, but still in the top six leading importing countries, are the Netherlands (7.7%), Spain (4.9%) and Italy (4.7%).

The Netherlands is an important European trade hub

Dutch bed textile imports peaked at €343 million in 2017. After that, they seem to have stabilised at about €324 million. This translates to an average increase of 0.4% per year for 2016-2020, making trade hubs Germany and the Netherlands the only leading bed textile importers that managed to realise an overall import growth between 2016 and 2020.

The Netherlands sourced 74% of its bed textiles directly from developing countries, which is well above the European average. Pakistan dominates the market with a 50% direct import market share, followed by Germany (13%), Turkey (8.6%) and China (7.3%).

Like in Germany, Dutch GDP is projected to return to 2019-levels in 2021. As well as the COVID-19 pandemic, Brexit and international trade disputes between the United States and China (and Europe) may have a big impact on the Netherlands. Because the country heavily depends on international trade, negative developments in that area strongly affect its economic performance. This, in turn, affects consumption of bed textiles.

Because developments in other European countries will also play a role, total Dutch imports are difficult to predict. However, its strong performance as a European trade hub with a considerable import share for developing countries continues to make the Netherlands an interesting market for you.

Co-creation

European buyers are increasingly trying to distinguish themselves from their competitors. To do so, they focus on their own image and design. They look for producers they can cooperate with to develop their own products, so-called ‘co-creation’. This makes it extra important to showcase your special skills, production techniques and the variety of raw materials you work with. In addition to buyers for the consumer market, hotels and spas can also be an interesting target market for customised (colours, logos, etc.) developments.

Read More … https://www.cbi.eu/market-information/home-decoration-home-textiles/bed-textiles/market-potential