Germany: Home Textiles

Home Textiles in Germany

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Andrea Stahl
04/2006
ID:# 136585
Summary
Germanys economy remains sluggish: In 2005, the countrys GDP grew by only 1.6%, and a similarly
small growth rate is forecast for 2006. The weak economy particularly affected private consumption, and
textile products (fabrics, finished apparel and home textiles) were among the segments with the sharpest
decline. Consumers are still lacking confidence in the economy and refrain from spending money.
Consequently, price is the most important competitive factor in low-end consumer product segments in
general, where products are marketed without sizeable profit margins. In the high-end segment,
however, there appears to be a trend towards higher quality regardless of price.
These trends can also be observed in the home textile industry. Home textiles are considered to be nonessential items: Purchase decisions can easily be delayed or put off entirely. In 2005, however, after four
consecutive years of decline, the total turnover for the German home textile industry increased slightly by
0.3%. Sales within Germany augmented by 0.9%. German exports of home textiles, on the other hand,
dropped by 1.2%; the total average export share production of 28.2% remained almost unchanged.
Stagnating sales also have an effect on the employment situation and the number of companies. In
2005, the number of home textile manufacturers in Germany declined by 2.2% to a total of 176
companies. The number of employees decreased by 3.6% to a total of 18.200.
High quality, design-oriented U.S.-made products still have potential in specific niche markets such as
country-style finished goods, high quality furniture fabrics, terry towels, and innovative bedding products.

Market
Furniture fabrics
Sales of furniture fabrics in the supply/contract segment (figures for the residential segment are not
available) recorded a drastic decline of 6.1%. Flat wovens and velours, however, experienced parallel
developments. Production of flat wovens declined by 5.2%, and velours production declined drastically by
8.2%. The trend clearly goes towards high-quality goods sold at competitive prices: Prices were only
slightly higher (+2.1%) than in 2004,.
The trend for furniture fabric goes towards structured velours, and soft, floating fabrics.
Decorative fabrics
Decorative fabrics experienced a drastic decline in 2005 (-5.1%). Again, developments were different for
woven solids/woven colors and prints.
Solid and color wovens were in higher demand in Germany domestically (+0.4%), whereas exports
decreased significantly (-10.3%). The average export share of production by German companies
decreased slightly to 34.6%.
Printed decorative fabrics saw another year of double-digit sales losses (-13.8% in volume terms). As
opposed to wovens, domestic demand decreased by 15.8%, exports by 9.7%. German manufacturers in
the decorative fabric segment exported 34.6% of their production.
The negative sales figures lead to slight decrease in pricing (-0.4%).

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Home Textiles in Germany

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Drapes and curtains

Sales dropped by 10.9%, mainly caused by a decline in domestic demand (-13.3%). Foreign sales also
incurred a slight loss (-0.7%). The export share, however, increased slightly to 21.6% of German
production.
As in previous years, knitted or crocheted curtain piece goods suffered most, but also the ready-made
curtain segment recorded a drastic decrease. Only the segment of woven curtain piece goods
experienced a slight upswing.
Bedding
Bedding goods are still affected strongly by changes in the distribution structure. Low-priced imports
dominate the German market and even constitute major competition for high- quality domestic or
imported products . Since high quality bedding goods used to be a stronghold for German
manufacturers, those companies were hit twice (domestically as well as in foreign markets) by imports of
increased quality yet lower prices . German manufacturers frequently in cooperation with retailers
continue to increase their marketing efforts for innovative products or are trying to enhance quality
awareness. In this segment, brand-awareness plays an increasingly important role, but reaching the
customer remains a difficult task.
Sales of bedding goods, i.e., comforters and quilts stuffed with natural materials (wool, feathers, downs,
cotton puffs, etc) or synthetic fibers experienced an increase of 2.4% , based mostly on an increase in
domestic sales (+ 4.1%) - exports decreased in volume by 3.7%. There are only a few German bedding
exporters left, and the export share of their production amounts to 20.9%.
Laces, embroideries, and trimmings
Sales in this niche market (dominated mainly by a few manufacturers in the East German Voigtland
)
(Plauener Spitze ) continue on a low level. Increased export activities compensated for domestic losses
and continued to be the supporting leg for this industry.
Carpets
2005 is expected to mark the turn-around for the carpet industry. The number of employees in this sector
decreased to 5,200 although the numbers of manufacturers rose by one to 51. Sales in this market
segment, however, experienced a slight increase by 3.1%, (woven carpets achieved a plus of 6.0%, sales
of tufted carpets grew 2.8%). Domestic demand augmented only slightly but exports picked up
substantively (+20%), with the total export share now reaching 27.4%. Facts having contributed to the
sales boost were increased dust and noise reduction awareness for residential as well as institutional
environments.

Outlook
Prospects in the home textile sector are only moderately optimistic. Consumer confidence in the
economic situation will remain key for a potential upswing. It is expected, however, that the increase in
VAT tax to 19% (at present 16%) in early 2007 will have two effects. 1) Larger purchases (e.g. furniture,
custom made drapes, etc.) will be expedited in 2006, and 2) after the VAT increase, consumption will
suffer another immediate drop because end- users will feel that they have 3% less income in their
pocket.
Since potentially positive effects on the job market are not expected to be noticeable in the near future,
private consumption throughout the home textile market is expected to increase only marginally. This can
hardly be offset by lowering profit margins, since those are already small in the home textile arena.
German manufacturers set their hopes on breaking into foreign markets which are open for innovative
and high quality merchandise. The abolition of quotas did not affect the home textile industry in
Germany. Imports from cheap labor markets have been high already for years.

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Home Textiles in Germany

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U.S. Imports
The U.S. market share of direct imports of home textiles into Germany is estimated at only 0.3 percent in
2005. Nevertheless, as Germans value high quality, fashionable products, and are willing to pay
corresponding prices, high-quality U.S. products generally have good potential albeit only in small
quantities and niche segments.
The segment for organically grown and ecologically sound products represents an especially interesting
niche segment in the home textile industry. This high quality, high price segment still offers good growth
rates (+3.5 % in 2005).
Products made of cotton especially enjoy a good reputation in Germany. The annual consumption of
cotton in Western Europe amounts to approximately 10 kg per person. The demand in Western Europe
for these products is expected to continue its growth (particularly for terry towels, bedding products and
table linen). In a survey conducted by Cotton Council International in 2004, 82 percent of Germans
prefer products made of cotton for their everyday use, 79 percent of Germans rated the importance of
fiber content as very important or fairly important and 98 percent rated comfort as very important or fairly
important. In Europe, consumers recognize and value the USA Cotton label.

Trends:
Bedding
It is important to note that measurements and sizes for the German bedding market differ from those in
the United States. For example, the common width for bedding in Germany ranges from 135-155 cm.
The pillows in Germany are generally larger and square-shaped (80 cm x 80 cm) rather than the standard
rectangle-shaped pillow found in the United States. The types of bed sheets differ as well. The typical
mattress sizes are 80 cm x 200 cm, 90 cm x 200 cm, 100 cm x200 cm, 140 cm x 200 cm, 160 cm x200
cm. Most German consumers typically use a fitted sheet and a duvet with a cover rather than sets of
fitted and flat sheets. King or Queen sizes are uncommon sizes in residential environments or hospitals,
whereas they do become more common in hotels.
Fabrics such as silk, viscose, and particularly polyester (micro fiber) are gaining in importance, but for
reasons of comfort, convenience and hygiene, bed sheets made of cotton are most preferred by
consumers. Also maco-satin, maco-jersey and seersucker sheets are becoming more popular as are
fitted sheets. For pillow shams and duvet covers, zips instead of buttons are increasingly in demand as
are anti-allergic, anti-mildew inlets.
Bed products
Consumers are of the opinion that one duvet for the entire year is no longer sufficient. Responding to
this, manufacturers now offer summer blankets (typically silk or wool), winter duvets (typically downs) and
duvets for the entire year.
Health considerations continue to play a larger role in the choice of bed products. Instead of considering
a bed to be a mere consumer good, buyers are now considering beds to be a sensible investment for the
maintenance of their health. Manufacturers who can provide high-quality information and products for
every type of sleeper have good sales potential for their products. Hypo-allergenic, hygienic, bacteriapreventing materials also rate as important factors when purchasing bed products, as are care
instructions and whether and how the products are washable. In Germany, most down and synthetic
blankets can be washed with temperatures of up to 60 degrees Celsius, sometimes even at 90 degrees
Celsius. An overwhelming majority of end-users still use bed linen made of cotton, linen, and flannel (in
the winter).
New products that are in demand are pressure-relief or climate-regulating mattress tickings or antimildew, anti-allergic mattress covers.

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Home Textiles in Germany

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Table linens
As with bed linens, it is again important to note that the metric system is used in Germany. The size of an
average dining room table is larger than in the United States. Most German homes feature expandable
tables (average size 2m x 1.3m up to 3.6m x 1.3m). The domestic market for table linens in Germany is
characterized by stiff competition. Clearly, quality and design are the most significant buying factors. For
table linens, color tends to be a main purchasing factor. Current trends include combinations with
matching colors, clear and fresh designs, and soft and natural earth colors, but metallic effects are also in
demand. One trend goes towards offering table linen in design or theme combinations with table
runners, place mats, napkins, and even china, silverware, or other fashion accessories. Most customers
prefer fabrics which are easy to care for such as cotton; fabrics with high content of natural materials,
polyester/viscose, and pure polyester which can be washed at up to 90 degrees Celsius. Hand-crafted
embroidery with geometric and floral patterns are also very popular. The plain white table linen with
rudimentary woven or embroidered pattern is still predominant in hospitality applications (private as well
as commercial) but is declining in importance.
Curtains
Germany represents the most important curtain market in the European Union, as Germans purchase
more curtains than all other Europeans. According to market experts, the segment for window
decorations and curtains needs fresh impetus, since the market has shown little growth for the last few
seasons.
New technology and innovative ideas are expected to have a strong impact on textiles and fabrics,
particularly determining the optics, materials and fabrics of the products. Coatings, lacquer, shrinkage,
rubber, metallic and fluorescent techniques will all play large roles. Fabric trends consist of three main
groups: transparent and mat fabrics, metallic fabrics with color and metal effects and pile fabrics including
velvet, velours, panne velour, fun furs and pile effects such as relief fabrics, jacquards and knitting.
Embroidery and webbing effects are also popular.
Blankets & Throws
Throws are considered to be fashion items and decorative accessories rather than products for daily use.
Therefore, design and quality rather than price are the key buying factors for consumers in this segment.
Manufacturers should target new collections at groups, living styles or themes. Buyers are willing to pay
higher prices for high quality merchandise. Primary buying factors for throws include appearance,
function, colors and materials. Presentation, optimal customer service and competent consulting are also
important incentives for the purchase of blankets. Particularly popular at present are color combinations
of royal blue and yellow, and earthen colors with ethnical motives (South American, African, Mexican).
For children, Disney motives, cartoon characters (Bob the Builder, Harry Potter, Spiderman, Mangas etc.)
or Soccer Club emblems are very popular.
Towels
Towels are no longer expected to only have functional qualities. Trends in this segment include
embroidery, braided patterns and multi-colored jacquards. In addition to color, the structure of the towel
is playing a larger role ranging from ribbed patterns, jacquards to interesting combinations of yarns and
terry cloth. Pure cotton remains the main material for the pile fabric. Fabrics for braids and braid effects
include cotton-chenille and mercerized cotton. A further development in the towel market is that of the
leisure-time towel with interesting motives. Beach towels and larger towels (for sauna use, etc.) with the
size of 127 cm x 183 cm are becoming popular along with jacquard velours or milling jacquards.
Particularly "heavy-duty" terry towels (as used in U.S. hotels and spas) enjoy a very good reputation
amongst German customers. Complete programs for the bathroom including matching bathrobes,
shower curtains, bath mats, terry cloth pillows and other accessories are also gaining popularity.
It is important to note that typical German department stores do not offer a large variety of colors but
rather different styles of towels (hand towel, towelette, wash cloth, beach towel, embroidered hand towel,

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washing mitt, etc.) in a smaller choice of colors. The most popular color is again royal blue with any
combination.

Competitive Situation
U.S. Share
At present, the share of U.S.-made products in the entire sector is quite small reaching about 0.3 percent.
Despite this low figure, several sources indicated a potential for considerable growth rates in certain
home textile sub-sectors, especially for textile products made from organic materials. As U.S. cotton
enjoys such a good reputation among consumers, typical U.S. products such as throws and high-quality
terry towels are very popular in Germany.
Third Country Competitors
Eastern European and Asian companies are major competitors in the low-medium price and quality
range. The market for lower-priced goods of lesser quality is dominated by suppliers from countries such
as Turkey, Pakistan, India and China.
For products of higher quality and price, the most important competitors come from other Western
European countries, especially Italy, Spain and Portugal. Other countries which are strong exporters of
textiles are Belgium, France, and Great Britain. Detailed data regarding exports and imports of textiles
can be obtained from the website of the German textile association: http://www.gesamttextil.de/. or for home textiles only - : http://www.heimtex.de/

Distribution Channels & Market Access:

End-users of home textiles are generally supplied through the following distribution channels:

department stores
chain stores
franchise stores
D I Y- chains
large furniture stores
mail order
non-food or food discounters
small and medium-sized retailers specializing in home and household textiles

The methods for purchasing goods for resale varies among the different distribution channels. Specialty
retailers and most furniture stores purchase home textiles through buying cooperatives and wholesalers.
Department stores, on the other hand, usually belong to large chain store operations and thus operate
their own trading companies or maintain buying offices in most of the important regions of the textilemanufacturing world.
In the past, specialized retailers played an important role in the category of mid- and high-price home
textile products, while discounters and department stores satisfied the demand for products of lower
prices and quality. This no longer is the case. Specialized retailers are on the decline, whereas large
furniture stores, which in the past did not play an important role in this business, are now gaining in
importance as a sales channel for home textiles (particularly for bed, bath and kitchen textile products,
but also for decorative fabrics and finished curtains and drapes). D-I-Y stores typically not only sell
wallpaper and wall-to-wall carpets but now increasingly offer decorative fabrics, pre-fabricated curtains,
and bath ensembles.
It is important to note that department stores in Germany are very different from those in the United
States, where they vary greatly from another in terms of quality, display, and pricing. German department
stores tend to be quite similar to each other. In addition, within the product sections of these stores, the
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Home Textiles in Germany

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opportunity for competition is very limited, since they usually do not offer products from a large number of
manufacturers but rather choose a limited number of suppliers. Upscale department stores have
increased shop-in-shop concepts, particularly in the apparel sections but also, to a lesser extent, in other
sections where home textiles are presented (e.g. the Body Shop).
Sales through independent commission agents (Freie Handelsvertreter) represent another distribution
channel, which is often underestimated by or unknown to foreign manufacturers. These agents are
qualified and respected businessmen who supply trade and industry with consumer goods as well as
investment goods. "Handelsvertreter" are usually members of the CDH association (for contact
information, please see below) and initiate approximately one-third of all sales in the Federal Republic of
Germany. Specialized retailers, furniture stores, department stores and buying cooperatives often place
orders, especially late-season orders, with such commission agents.
Catalogs and mail order companies constitute a distribution channel that may provide especially
promising opportunities for U.S. companies. Though the mail order market in general is on the decline,
this distribution method is still lucrative for home textiles.
U.S. manufacturers of top quality and reasonably priced rugs, bedding and blankets should target buying
cooperatives, wholesalers, mail order companies, and independent commission agents. In addition, the
large furniture stores present a venue to enter the market as they, at least partly, order their home textiles
directly from the manufacturers. Department store chains increasingly offer products of top quality as
well. U.S. manufacturers able to offer at competitive prices might consider approaching these companies
either directly or through agents or wholesalers.
Participation in trade fairs in Germany represents an excellent method to gain market exposure, test the
market and to find a sales agent or distributor. In addition to regular participation in trade fairs, successful
U.S. exporters usually establish a sales office with warehousing facilities in Germany or another EU
country. The first step for most U.S. companies when exporting their products to Germany is the
appointment of a sales agent or distributor. Commission for sales agents/distributors in this product
sector are in the 7-14 percent range, depending upon price levels, expected sales volume and customer
base.
U.S. exporters cannot compete on price alone. Producers of brand- name textiles should plan on
substantial market penetration costs to achieve the brand identification necessary. To secure a better
foothold within the integrated European Market, U.S. exporters may also consider a joint venture or
licensed manufacturing.

Trade Promotion Opportunities

Trade Fairs
In Germany, trade fairs play an extraordinary large role in product marketing. U.S. companies wishing to
penetrate the German market often make their first approach at major trade fairs. For U.S. manufacturers
and exporters wishing to sell in Germany (and in Europe) it is important to exhibit at one of Germanys
major international fairs. Exhibiting at fairs can bring direct sales, but, more significantly, it can be one of
the least expensive ways to test the markets receptivity for multimedia-based products and services.
Further, the strength and scope of the competition can be assessed and contacts with others in the
trade can be established. From these contacts, U.S. companies can gather a great deal of valuable
information about marketing in Germany and Europe.
1) HEIMTEXTIL
Next show: January 10 -13, 2007, (held annually)
Venue: Frankfurt, Germany
Organizer: Messe Frankfurt GmbH; Ludwig-Erhard-Anlage 1; 60327 Frankfurt
Phone: (49) (0) 69 75750 ; http://www.heimtextil.de/

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Home Textiles in Germany

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Heimtextil is the most significant international fair for home and house textiles (bed, bath, kitchen linen,
upholstery & decorative fabric, sunblinds & curtains, carpets & rugs). In 2006, the total number of buyers
almost reached 90,000 with over 53.000 coming from outside of Germany from 135 countries. Of the
2,810 exhibitors, only 630 came from Germany, the vast majority came from 72 other countries. The U.S.
Commercial Service in Germany provides counseling, market research, and other support services to
U.S. exhibitors before, during and after the show. At Heimtextil 2007, CS Frankfurt and OTEXA will again
organize two USA pavilions.
2) DOMOTEX
Next show: January 13-16, 2007, (held annually)
Venue: Hannover
Organizer: Deutsche Messe AG; 30521 Hannover
Phone: (49) (0) 511 890; http://www.domotex.de/
DOMOTEX is the largest international trade fair for floor coverings, carpets and rugs both for commercial
as well as private household applications. The fair is open only to the trade.
3) BIOFACH
International Organic Trade Show
Next show: February 15 -18, 2007, (held annually)
Venue:Nuernburg
Organizer: Nrnberg Messe GmbH; Messezentrum; 90471 Nrnberg
Phone: (49) (0) 9 11. 86 06-0; http://www.biofach.de/
BIO FACH shows the whole spectrum of ecological consumer goods and unites six fairs under one roof.
The highlights of the natural products sector are natural textiles, leather, cosmetics and body care,
household, office and gift articles as well as ecological furniture. The fair organizers apply very stringent
admission criteria which are thoroughly checked at all times, even at the fair itself. The textile products
shown at BIOFACH are made from cotton, wool, silk, linen and hemp.
4) OTHER FAIRS
There are several other small and regional fairs that are important order shows for the trade only. Those
shows are best approached or covered through a local distributor since they require German language
staff and immediate delivery conditions.
Trade Publications:
In Germany, trade publications are important promotion vehicles. Listed below are the leading trade
publications for the German textiles industry, which are suitable for advertising. Detailed information and
current advertising rates are available upon request from the publishers.
Textilwirtschaft
(Leading German language magazine for the textile trade and industry)
Publisher: Deutscher Fachverlag GmbH; Mainzer Landstrasse 251
60326 Frankfurt/Main
Phone: (49) (0) 69 759501
Frequency: weekly; language: German

http://www.textilwirtschaft.de/
1) Haustex -Magazine for bedding, tableware, bed products, and household textiles
2) Heimtex - Magazine for floor coverings, home textiles and oriental carpets
3) BTH Heimtex - Magazine for floor coverings, wall coverings, home textiles, sun protection, paints, and
house textiles)

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4) Modern Carpet - Magazine for fitted tufted and velour carpets, and area rugs
Publisher for 1),2),3), and 4) : SN-Fachpresse Verlag; An der Alster 21; 20099 Hamburg
Phone: (49) (0) 40 / 24 84 54 0; http://www.snfachpresse.de/
Frequency: varies; language: German
Raum & Ausstattung (magazine for interior designers)
Publisher: Winkler Medien Verlag GmbH; Maxmillianplatz 12
80333 Munich
Phone: (49) (0) 89 2900110; http://www.raum.de/
Frequency: monthly; language: German

Key Contacts
Textile Associations
Gesamtverband der Textilindustrie in der Bundesrepublik Deutschland e.V. - Gesamtextil
(Federal Association of Entire Textile Industry in Germany, several other textile associations are member
of Gesamttextil)
Frankfurter Str. 10/14; D-65760 Eschborn
Phone: (49) (0) 6196 9660; Fax: (49) (0) 6196 42170; http://www.gesamttextil.de/
Verband der Deutschen Heimtextilien-Industrie e.V.
(Association of the German Home Textile Industry)
Hans-Boeckler-Str. 205; 42109 Wuppertal
Phone: (49) (0) 202 7597-0; Fax: (49) (0) 202 7597-97, http://www.heimtex.de/
Bundesverband des Deutschen Textileinzelhandels e.V.
(Federal Association of the German Textile Retail Trade)
Am Lyskirchen 14; D-50676 Cologne;
Phone: (49) (0) 221 9215090; Fax: (49) (0) 221 92150910; http://www.bte.de/
Other Contacts
Centralvereinigung Deutscher Wirtschaftsverbnde fr Handelsvermittlung und Vertrieb (CDH) - (Federal
Association of German Independent Commission Agents and Distributor Associations)
Am Weidendamm 1 A; 10117 Berlin
Phone: (49) (0) 30 - 7 26 25 600; http://www.cdh.de/; [email protected]
For More Information
American Consulate General - Commercial Service
Andrea Stahl; Giessener Strasse 30; 60323 Frankfurt
Phone: (49) (0) 69 7535-3157; Fax: (49) (0) 7535-3171; [email protected]
The U.S. Commercial Service Germany can be contacted via e-mail at:
[email protected], website: http://www.buyusa.gov/germany/en/.
You can locate your nearest U.S. Export Assistance Center, as well as Commercial Service offices
overseas by visiting www.buyusa.gov.
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With its network of offices across the United States and in more than 80 countries, the U.S. Commercial
Service of the U.S. Department of Commerce utilizes its global presence and international marketing
expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial
Service trade specialist in the U.S. nearest you by visiting http://www.export.gov/ .

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Disclaimer: The information provided in this report is intended to be of assistance to U.S. exporters. While we make every
effort to ensure its accuracy, neither the United States government nor any of its employees make any representation as to the
accuracy or completeness of information in this or any other United States government document. Readers are advised to
independently verify any information prior to reliance thereon. The information provided in this report does not constitute legal
advice.
International copyright, U.S. Department of Commerce, 2006. All rights reserved outside of the United States.

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