Changing rooms: Why H&M, Next and Joules are making over the homewares sector

Products on display in Ikea Hammersmith store including plants, clocks and vases

The homewares market has soared over the past two years as housebound consumers sought to redecorate and reimagine their living spaces. Retail Week explores how this trend has shifted the playing field across an already fragmented sector.

The pandemic ushered in a number of shifts in how people live, work and shop, creating renewed demand for homewares, furniture and associated categories. 

From a macroeconomic perspective, the housing market has slowed in terms of the number of transactions and prices have risen, meaning people are more inclined to “stay put”, according to Retail Economics chief executive Richard Lim.

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