In one year, the young French bedding brand Tediber recorded growth in its turnover of 25%. His high-end French wool mattress at 899 euros was snatched away, as were his washed linen duvet covers. An exception, in a furniture market that is losing momentum, which saw its value drop by 2.5% in 2023. In this gloomy atmosphere, bedding is doing well with sales growth of 1.2%. according to the Institute for Prospective and Furnishing Studies (Ipea). In comparison, the integrated kitchen (-6.9%) and bathroom furniture (-5.6%) are plummeting.
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“Sleeping well is no longer a luxury”
In times of crisis, the French feel more than ever a need to cocoon. “Sleeping well is no longer a luxury, it is also a concept of pleasure and public health », Estimates Luis Flaquer, general manager of Cofel, French leader in bedding. Faced with a tense real estate market, where construction starts fell by 19.6% over one year, “the French transform their homes without leaving home”, notes Christophe Gazel, general director of Ipea. As a result, the room evolves, with “an explosion of headboards and large mattresses”.
This dynamic has not escaped the Swedish giant Ikea, which observes from year to year “growth in its bedding department”. And adapts its offer by developing mattress toppers, a category “high potential”according to a spokesperson for the group in France, growing by 16% in 2023. Manufacturers are also jumping, like the French group Cofel, which has four production sites in the country, up 1.2%. “We have progressed at the high end with our Epeda brand (+15%) and our new Bultex Reset collection designed for optimal comfort (+35%)”souligne Luis Flaquer.
Read alsoHow Ikea is adapting to strengthen its presence in Paris
A false increase
In reality, the sector’s growth is stronger in value than in volume. “Price increases partly explain this illusionary increase”, nuance Julien Sylvain, co-founder of Tediber. Bedding especially benefits from a post-covid catch-up effect. This category had not benefited from the furniture euphoria during the pandemic. And so as not to doze off, one of its best cards to play is Made in France, which represents 65% of sales in the sector. This is reason to be optimistic.
2024-02-17 14:36:12
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