Long played the online trading a subordinate role in the furniture sector. But that seems to change now. A new study provides one third of the furniture houses threatened by the boom.
In the German furniture trade ringing the alarm bells. Because the online trading is on course, now the world of Ikea, Hoffner, XXL Lutz and scooters to change dramatically.
According to a study by the Cologne Trade Research Institute ECC threatening at worst, every third of the approximately 30,0000 German furniture and furnishing stores 2020 the corner.
Although omitted so far after specifying the Federation of German furniture trade (BVDM) only 6 percent of the total turnover of the industry in online trading. However, the signals that the online trading is about durcheinanderzuwirbeln the furniture industry for the book trade and the textile industry, are obvious.
Online furniture retailer increase sales tremendously
to start up forging Rocket Internet belonging furniture retailer Home24 about increased its revenues in the first nine months 2015 by about 63 percent to about 171 million euros. The mail order company Otto – by its own account the number one online device segment – came in 2015 even to 700 million revenue and expects this year with a further increase in the hundreds of millions.
Trend increases: Sofa from the Internet to buy
“Nothing smaller Furnishings are mainly ordered online, but consumers will dare in future also increasingly, larger pieces such as sofas to order, or even entire kitchens on the Internet “, expected the ECC industry expert Jens Rothstein.
” Many traders seem to have not yet recognized the threat. ” That could take revenge. In the worst case, a third of the furniture and interior design shops are at risk according to a study of the ECC.
Not all are looking at the situation as dramatic. But the industry is facing major changes, that is undisputed. “. All the major furniture retailers have recognized that it is important to be involved in online trading alone that such is debatable,” says Sebastian Deppe by the consulting firm BBE
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Also Ikea strengthens its online business increasingly
The leader of the German furniture trade Ikea is about long in strengthening its Internet mainstay. For this he built now also additional pick-up stations, so-called pick-up point, where online ordered items can be taken in addition to receiving traditional furniture stores. “The aim is that as many people in Germany shopping within a journey time of 20 to 45 minutes at Ikea or can pick up their ordered goods online,” says Ikea Manger Klaus Cholewa.
However, the Swedish giant by extending its Internet site according to estimates by industry insiders, not too hastily. Finally impulse buying in the Ikea store are an essential part of the business model. And that can be achieved much more difficult on the Internet.
“The online content will grow continuously, but it is an evolution, not a revolution,” therefore believes Marco Atzberger the EHI. probably lie in the future in the connection of the two distribution channels. Atzberger points out that not only the online trade is growing, at the same time new giant furniture stores would continue to build. “There is still a great need to see a piece of furniture and try”, he stressed.
problems threatening on its assessment mainly owner-operated small businesses that now simultaneously through the large areas and by online retailers under pressure would set. Thus, the shakeout is could accelerate.
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