The furniture industry plays an important part in the Italian economy. Italy is one of the leading exporters of furniture in the world and the fourth largest furniture manufacturers in the world. The increase in per capita GDP, rise in households, and urbanization is some of the major factors propelling the growth of the home furniture industry in Italy.

The country is well known for the exceptional quality of its furniture products and is one of the leading producers of home furniture in the European Union. Living/dining room furniture is one of the most prominent home furniture segments in the country.

Exports account for a major share of the total production of Italian furniture production. "Made in Italy" has become a trademark that is recognized by foreign retailers and consumers all over the world. The key factors of this success are large investments in design, a business model based on industrial districts, and a high propensity to export. The top two markets for Italian exports are France and Germany. Some of the other prominent export regions of Italian furniture products include the Asia- Pacific region, followed by The United States, and Canada.

Key Market Trends

Increasing Demand for Kitchen Furniture Products

The kitchens remain the most important parts of the for many Italians, particularly for socializing and entertaining friends. The country is currently witnessing an increase in the disposable income of households and a more stable economy which is expected to lead to increased investment in kitchen furniture products such as cabinets and modular shelves for optimum usage of space and better convenience. Due to the advancement in technology and rising investments towards sustainability, the country is also witnessing new trends such as the introduction of PET for finishing the kitchen doors, and larger container modules such as special wardrobes for outdoor kitchen models.

Specialized Retailers Dominate the Market

The home furniture sales in Italy are dominated by specialist channels. The independent retailers such as IKEA and Bo-Concept have a stronghold in the market and control a significant market share. New store openings and acquisitions drive growth in the specialty sector. New stores generally open in parallel to new shopping center developments. Over the years, specialty retailers have grown into large-scale retail chains but are now facing stiff competition from multiple fronts, including online retailers and mass merchants.

Multibrand stores are also very common in Italy unlike other regions in the world. The country has around 2000 multibrand stores selling luxury/high-end and well as low-end home furniture products. Some of the prominent Italian multi-brand stores are Interni, Salvioni, and Mollura.

Competitive Landscape

The Italian home furniture market is fragmented with players such as Natuzzi, Molteni, Scavolini, and Poltrona Frau. Due to the intensifying competition from international companies, the players are making use of 3D technologies such as providing 3D tools to display model furniture designs by graphic designers on their websites. This can help companies maintain their dominant positions in the market.

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