COVID-19 update included
The content of this report will be updated with the latest scenarios based on the global COVID-19 Pandemic


Living room textiles sales growth will slow to 0.3% in 2017, as price inflation reduces consumer appetite to spend. Growth in the market will recover from 2019, with measured growth forecast through to 2022. Volumes will increase steadily from 2020, as inflation begins to ease, and consumer confidence improves following a period of negotiations to exit the European Union. A recovering housing market will increase demand for living room textiles as consumers move home.

Cushions and cushion covers will be the best performing category over the next five years as homeowners look for an inexpensive and easy way to change the look of a room.

Dunelm maintains its position as the UK’s leading living room textiles retailer with an 11.5% share of the market. Its competitive offer, wide product range, and investment in its store network and online have allowed the retailer to hold share in an increasingly competitive market with its rivals also investing in improving their offer.

Argos’s market share grew 0.2 pts. in 2017 to reach 4.2%, following its acquisition by Sainsbury’s and the roll out of 50 concession stores in the supermarket, helping to extend its reach to a greater number of shoppers. Competition in the category is increasing as fashion retailers enter the market, using high-design and trend-led products and relying on high footfall to generate sales.

Consumer penetration of cushions and cushion covers is the highest across categories surveyed, with 33.7% of people saying they purchased an item from this category within the last year, narrowly ahead of sofa covers and throws (31.3%). 58.4% of shoppers cited competitive prices as the primary driver of store choice. Competition in living room textiles is expected to increase with fashion retailers such as H&M, Zara and Primark increasing their market presence and competing on price.

The report "Living Room Textiles 2017" offers comprehensive insight and analysis of the UK market, the major players, the main trends, and consumer attitudes. It also provides forecasts to 2022.

In depth, this report provides the following analysis -

  • Detailed data on the size of the market, the key drivers, and how spend is distributed.
  • Profiles of the major players, and analysis of the key trends driving the market.
  • Insight on who’s consuming, what they are buying, where they are buying, and what makes consumers purchase.

Companies mentioned in this report: Dunelm, IKEA, Next, B&M, Argos, The Range, John Lewis, Marks & Spencer, Shop Direct, Matalan.


  • More than half (64.7%) of consumers stated that they conducted some form of research for living room textiles before making a purchase, and 47.3% of those shoppers visited a store for research.
  • This shows the important role stores still play in the customer decision journey for purchasing living room textiles.
  • Online penetration within living room textiles is expected to increase by 1.5ppts in the next five years. As consumers become more comfortable buying homewares online through trusted retailers, and as the choice of products broadens, penetration is expected to continue to increase to 2022.
  • Own label ranges are becoming an important tool to defend positioning. They are likely to become a key battleground, as retailers look to retain price rivalry and entice consumers with accessible versions of higher end brands.

Reasons To Buy

  • Utilise our five-year market size and growth forecasts to 2022 for the total market, individual sub-categories, online penetration and channels of distribution to enable targeted investment in high performing areas.
  • Identify the major retailers in the livining room textiles market, market shares 2013-2017 and future performance prospects.
  • Utilise our in-depth analysis of how and why each retailer is performing as it is in the market to allow for benchmarking and provide a strategic advantage.
  • Recognise which consumers to target and how to drive spend from them by utilising our shopper penetration data and understanding what influences their retailer selection and spending motivations.
  • Understand how the online channel will impact upon living room textiles by using our online penetration and expenditure forecasts and analysis on channels and online fulfilment.