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The Europe wall décor market size is forecast to increase by USD 14.71 billion and is estimated to grow at a CAGR of 10.43% between 2023 and 2028. The market experiences continuous expansion, driven by several key factors. Sales of wall decor items are on the rise, fueled by the increasing popularity of personalizing living spaces. The housing market's growth, particularly in the EU, contributes significantly to this trend, as more people invest in property and seek to enhance its aesthetic appeal. Consumer expenditure on home improvement also plays a crucial role, with a growing focus on creating inviting and stylish interiors. The influence of the latest interior design trends further bolsters market growth, as consumers follow industry experts' recommendations to update their homes with the latest decorative accents.
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The market is driven by a blend of traditional craftsmanship and modern trends. Public places and residential construction alike are embracing warm and natural elements, with wall sculptures and wallpaper becoming focal points of interior design. E-commerce sales have expanded the accessibility of home décor products, influencing trends in DIY projects supported by social media platforms. This convergence of aesthetics and accessibility reflects the dynamic evolution of the interior design industry, where consumers are empowered to personalize their living spaces with a wide range of decorative options. As residential construction continues to grow, the demand for innovative wall decor solutions that combine functionality with style is expected to rise, shaping the market landscape across Europe.
The market is experiencing significant growth driven by increasing sales of diverse wall decor items in the region. The market benefits from the expanding sales of gifts and home accents, which have seen a 30% increase in sales value in the past decade. The holiday and festive season sales have also contributed to this growth, particularly with the rise of online retail in developed economies like the US.
Consumers from upper-income and upper-middle-income classes show a preference for premium wall decor, thanks to their high disposable income. Aspirational collections of wall decor cater to this affluent consumer segment, boosting both volume and value sales. The increasing sales of wall decor are expected to continue driving market growth during the forecast period.
The availability of personalized and customized wall decor is one of the major trends influencing the market growth. Print-on-demand (POD) is a unique application of digital printing that is mostly used for personalization services. Examples of services that use POD technology include customized walls in one's bedroom with a name, photo, zodiac sign, or personal belongings; photo frames or wall art in the living room customized with group photos; or any other wall decorative items. companies of wall decor items offer the product customization option to their customers at both the macro and micro levels.
Customers can choose their products based on their customization requirements. Retailers such as Walmart, IKEA, and Amazon also offer customization services. Amazon's exclusive customization service in the wall decor space is known as Amazon Prints, through which customers can customize their orders on their own. Owing to these factors, the market is expected to grow during the forecast period.
Long life of home decor products is one of the major trends influencing the market growth. The market is expected to face a heavy threat during the forecast period due to the long product life of wall decor. Most wall decor items tend to have a long lifespan. Consumers do not purchase such products very often as they last for many years unless broken or damaged by any other means. Therefore, retailers need to focus more on the merchandising and inventory aspects of wall decor items. The long product shelf life reduces the replacement purchases of wall decor items.
However, technology and seasonal trends keep the merchandise and stock-keeping units (SKUs) moving in the retail stores. This increases customer footfall in retail stores. Although the latest interior design trends play a significant part in determining the purchase decisions of customers, most wall decor items are meant for long-term use and generally do not require frequent replacements. Also, some wall decor, like wall art, is expensive and considered to be a one-time expenditure by many. This challenge is expected to hamper the growth of the market during the forecast period.
The market share growth by the wall art segment will be significant during the forecast period. The segment is expected to benefit heavily from the increase in the adoption of smartphones, tablets, and personal digital assistants (PDAs). The growing adoption of these devices is leading to an increase in the adoption of online shopping for the purchase of wall art. The wall art segment was valued at USD 6.40 billion in 2018 and continued to grow until 2022. Wall art is priced higher in comparison to other types of wall decor, owing to the artistry involved in designing wall art. Most well-known artists sell their work at premium prices. The high purchasing power of a major share of the population in the UK and Germany resulted in the companies focusing heavily on these countries to sell wall art. The market is expected to benefit heavily from the recovering economies in countries such as Spain, Germany, and the UK. A major share of the population in the region considers wall art to be an investment that gains value over time, and hence, investing heavily in purchasing these items over other wall decor is expected during the forecast period.
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Based on distribution channel, the market has been segmented into offline and online. The offline segment will account for the largest share of this segment. The revenue of this segment is generated from the sales of products through three distribution channels, namely specialty stores; hypermarkets, supermarkets, and convenience stores; and other stores such as D2C channel, discount stores, interior designers/design firms, department stores, offline retail stores allow consumers to assess the quality of products, while also allowing them to get the required product information from retailers and to buy the products immediately. Retail outlets often employ sales professionals who can help consumers with the details of the product. Despite accounting for the highest share of the market, the offline segment is expected to grow at a slower rate than the online segment during the forecast period, primarily due to the increasing popularity of online shopping portals.
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
The research report also includes detailed analyses of the competitive landscape of the market and information about 15 market companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The market research report provides comprehensive data (region wise segment analysis), with forecasts and estimates in "USD Billion" for the period 2024 to 2028, as well as historical data from 2018 to 2022 for the following segments
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The market showcases a vibrant landscape influenced by diverse trends and technologies. Virtual interior design services have revolutionized the sector, offering personalized solutions through smart home technology integration. Niche artists and designers contribute unique art collections, focusing on wellness-centric wall décor for public spaces and the household sector. A nature-inspired approach emphasizes warm, natural elements and earthen luxury components like hand-crafted, recycled furniture and wall-mounted shelves. Digital printing and custom murals enable diverse wall arts across educational institutes and high-end showrooms, catering to home improvement projects with a variety of wall decor products such as paintings, sculptures, decals, and wallpapers. Online shopping platforms connect consumers with wall decor companies offering designs and patterns that reflect current home decor trends. Traditional wall decorations are evolving with digital alternatives and virtual reality displays, especially during festive times.
Materials like recycled and ethically sourced options are favored for customizable decor items, including personalized prints and photo collages in simple designs and neutral colors for a modern aesthetic. Innovations like digital art and non-fungible tokens add value, while foldable desks and handmade pieces showcase traditional techniques. Integration of smart technology enhances lighting and interactive displays, ensuring shelves, wallpapers, hangings, and frameworks cater to both residential and commercial construction projects. The market thrives on e-commerce and offline sales channels, supporting applications in interior design, minimalism, DIY projects, and artisanal craftsmanship with sustainable materials like wall hangings and decor.
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Market Scope |
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Report Coverage |
Details |
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Page number |
169 |
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Base year |
2023 |
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Historic period |
2018 - 2022 |
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Forecast period |
2024-2028 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 10.43% |
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Market growth 2024-2028 |
USD 14.71 billion |
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Market structure |
Fragmented |
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YoY growth 2023-2024(%) |
8.64 |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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Key companies profiled |
Amazon.com Inc., Artemest s.r.l., Bed Bath and Beyond Inc., Carrefour SA, Costco Wholesale Corp., Debenhams Plc, Dunelm Group Plc, Home24 SE, Inter IKEA Holding BV, JUNIQE GmbH, Kingfisher Plc, Maisons du Monde, Matalan Retail Ltd., Next Retail Ltd., Oliver Bonas Ltd., Otto GmbH and Co. KG, The Range, Walmart Inc., Wayfair Inc., and Williams Sonoma Inc. |
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Market dynamics |
Parent market analysis, market trends, market trends and analysis, market growth analysis, market research and growth, Market forecasting, market growth and trends, market forecast, market analysis and report, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, Market growth and Forecasting, COVID 19 impact and recovery analysis and future consumer dynamics, Market condition analysis for forecast period |
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Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
We can help! Our analysts can customize this market research report to meet your requirements.
1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Product
7 Market Segmentation by Distribution Channel
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Opportunity/Restraints
11 Competitive Landscape
12 Competitive Analysis
13 Appendix
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