The changing face of decoration
With unreliable weather, excess stocks and inflation: 2024 was a testing year for the decoration sector. But the future is taking shape around a number of key trends: versatile spaces, sustainable materials and practicality. Professionals are rolling up their sleeves.
Incessant rain, rocketing inflation and cautious consumers took their toll on sales last year. Isabelle Dulac, sales director at Esschert Design, explains: “The weather was similar in several countries such as Germany, the Netherlands and Belgium, but these markets fared much better than France. Consumers were very cautious here. Barbecues and outdoor furniture, for example, suffered greatly.” But the recovery is being slowed by stocks that have been building up for too long. Despite this challenging background, professionals are determined to renew part of their range. Tastes and fashions are constantly changing...
The garden moves indoors
Green spaces are more than just planted areas. They have become extensions of the home. The garden has become a playroom for the children, an office for the teleworker, summer lounges and kitchens for families. Robin van Gerven, head of sales at Dutch company Edelman, comments: “The fusion of indoor and outdoor is hard to avoid. Consumers are looking for versatile products that are both functional and aesthetically pleasing.” Philippe Pette, sales director of Portuguese company Artevasi, also notes the change in demand: “There is a gradual return to colour, after a period dominated by neutral tones. In addition, large containers for Mediterranean plants are selling well, as are those for patios. On the other hand, the market for balcony planters is declining. Consumers are looking to simplify garden maintenance. As with any other room...
Sustainability is now a central concern. Natural materials such as wood, stone, limestone, metal and plant fibres are top of the list. Some are even observing a growing interest in aluminium. Customers want products that last over time. And, as in all sectors, concern for the environment is paramount. "We have eliminated unnecessary plastics from our packaging, proof that sustainability and design can go hand in hand," explains Thomas Cuvilly, managing director of Proloisirs. "Demand for sustainable products, such as our terracotta pottery, is growing, particularly among the younger generation,” adds Philippe Pette. “Environmental certification has become an essential criterion for both customers and purchasing offices. However, value for money remains a key factor: the French are looking for sustainable products, but they don't want to pay much more. We are striving to meet this demand while maintaining competitive prices.”
Times are changing, and so is the garden. Nowadays, it is more than just an aesthetic feature, it is an integral part of our way of life. The garden is redefining its place. And gardening is becoming less of a chore and more of a daily pleasure. This opens up new prospects for the years to come...
Colour ahoy!
