StateTheOfIndustry 2011

in home
indusTry
state oF the
Furniture, Lighting, home Decor

RETAIL SALES IN MILLIONS
TotaL home Furnishings

CHANNELS OF DISTRIBUTION
2010
$78,775 $72,940
% change
+8%
Catalog/non-electronic direct sellers 2% Online 7% Home improvement 2% Department stores 7% Furniture specialty stores/chains 31% Mass merchants & clubs 27%
Home furnishings salesput on life support last yearshow signs of life

enough freighters. Considering all of those factors, its somewhat surprising that the category was able to bounce back at all. But bounce it did, with help from wide-screen televisions, with a noticeable increase in sales compared to 2009. The multi-faceted housewares category got a slight bump from the continuing entertaining-athome trend. Gadgets recovered somewhat as consumers were not as afraid to make small-ticket purchases. The categorys sales performance was ultimately hampered by decreasing unit prices as consumers searched for bargains. The tabletop industry stemmed the major blood-letting that it had suffered for the last couple of years. Led by casual dinnerware sales and, interestingly, crystal, the tabletop industry enjoyed positive sales. Helping the category in a major way is the increase in the importance of the Internet for sales, as retailers offer more items on line. Utility bedding, including bed pillows and mattress pads, led the way to a recovery for the beleaguered textiles category. Shoppers, once again searching for a bargain, increased the market share in the mass channel. The floor covering category lagged behind in sales as consumersat mass and high end scoured stores for bargains. One vendor told HFN that average ticket prices fell from 20 to 40 percent. Mass merchants requested from suppliers lower-priced goods to hit magical price points. Specialty and department stores also expanded the lower end of their offerings. Last year saw an evolution of sorts in online shopping. Consumers, especially younger ones, utilized social media sites such as Twitter and Facebook to gather information on goods. At last months Annual Merchandising Industry Seminar, conducted by Financo, a panel of retail executives commented on both the amount of power the Worldwide Web has garnered in consumer purchase decisions and the speed with which the Web has grown in terms of purchases and influence. Its a new sales channel but its more than that. Its a research channel, said Dan Schock, manager of retail accounts for Google. It has empowered consumers more than ever before in the purchase process. Online sales are becoming quite a contender for home furnishings distribution. HFN estimates that online sales increased a full three percent last year, to account for seven percent of all home furnishings sales. Not surprisingly, considering last years nation of bargain hunters, mass merchants also increased in importance to the industry. n
2010
its Alive!
Catalog/non-electronic direct sellers 2% Online 4% Home improvement 2% Department stores 8% Other* 10%
2010
Furniture specialty stores/chains 35%
Housewares
2009
$52,224 $51,200
09
Specialty stores/chains 14%
Mass merchants & clubs 25%
% CHANgE
: $150,
88
Other* 10%
8 01 3 0: $ 158,0
Specialty stores/chains 14%
% change
+2%
TextiLes
+4.7%
2009
$18,584 $18,418
METHODOLOGY: The data in HFNs State of the Industry is based on information supplied by key vendors in individual product classifications, usually market leaders in a position to know the overall trends within their categories. HFN no longer surveys a broad cross-section of suppliers due to their lack of cooperation. Third party resources are used where appropriate, especially in furniture where research from Mann, Armistead & Epperson Ltd. was extremely helpful. Finally, HFN editors, closest to the businesses they report on, develop the final numbers, which are considered estimates with a plus or minus factor of five percent.
*OTHER INCLUDES, BUT IS NOT RESTRICTED TO TV HOME SHOPPING, SUPERMARKETS, DRUG STORES AND DECORATOR/DESIGNERS SOURCE: HFN MARKET RESEARCH, SEE METHODOLOGY NOTE
% change
+0.6%
16 HFN /February 2011
hfnmag.com
hfnmag.com
2009
A wise mAn once sAid you cAn come back, but you cant come back all the way. That guy couldve been referring to home furnishings sales in 2010. Most home furnishings categories rebounded somewhat last year. Lets face it, the business had nowhere to go but up following a dismal 2009. Still, most categories have not returned to their pre-recession scale. The new year started with optimistic retailers finally placing orders to replace depleted inventories. Ultimately, however, retailers and vendors were hit by the realities of a barely recovering economy complete with high unemployment and depressing real estate numbers. The furniture category, including lighting, was hard hit from the still struggling economy. About one-fifth of all furniture purchases, experts say, are made after moving into a new or existing home and that didnt happen very often last year. Folks stayed put worrying about jobs and paychecks. Furniture makers also contended with major issues trying to get shipments from China. When the U.S. economy tanked in 2009, shipping companies pulled back. At the beginning of last year, when retailers wanted goods to fill depleted inventories, suppliers faced an uphill battle finding
% change
+0.9%
TabLetop
2009
2010
$4,373 $4,267
% change
+2.5%
FLoor coverings
2009
2010
$4,081 $4,055
February 2011 / HFN 17
housewares
time is money
THe HousewAres indusTry, A mAssive category that spans everything from electric toothbrushes to vacuum cleaners to frying pans (and includes categories not featured on these pages), posted a modest two percent increase in sales last year, to slightly more than $52 billion, according to HFN estimates. Floor care, blenders and food processors, coffeemakers, kitchen tools and gadgets, and plastic storage By Allison Zisko were among the strongest-performing categories in housewares, while segments such as air treatment, irons and cookware continued to lag. Housewares industry executives in a number of categories said that unit volumes rose in their categories but average tickets were either flat or down. Cooking-related products such as blenders and coffeemakers raised interest among consumers planning to entertain at home more often. At the same time, consumers were definitely looking for bargains in these categories; they were less willing to pay premium prices. Sales figures in a category this diverse can be challenging to qualify, but generally speaking they have been shaped by two different consumer attitudes. The first is an ongoing frugality among shoppers that demands careful consideration before any purchase decision is made. This is balanced by the time-starved woman willing to spend money on products that make household choreswhether mopping floors or making dinnermore efficient and less onerous. American women are still worried about money, rising costs and what the future will hold, said A.J. Riedel, senior partner of Riedel Marketing Group. As a result, they are very careful about how they spend their money and look for ways to save money whenever they can. That doesnt mean they arent spending any money on discretionary items, it simply means that they are not buying on impulse or just because, Riedel continued. They are scrutinizing how they spend every dol Continued on page 19
in housewares
Housewares CHANNELS OF DISTRIBUTION
Other 6% Mass merchants & clubs Online 7% 53% Catalogs 1% Department stores 7% Home improvement centers 7% Supermarkets/ drugstores Specialty stores 9% 10% Other 3% Online 10% Mass merchants & clubs 54% Catalogs 1% Department stores 7% Home improvement centers 4% Supermarkets/drugstores 11% Specialty stores 10%
09
% CHANgE
: $51,2
* 0 0
* 01 4 0: $ 2 52,2
+2%
cookware (metal only)
Bakeware (metal only)

2010
2009
% change
% change
indusTry
state oF the
-2%
Kitchen tooLs & gaDgets
+0.7%
cutLery
2010
2009
% change
% change
+ 3.5%
Toasters
+4.7%
coFFeemakers
2010
2009
% change
% change
+0.5%
* FIGURE INCLUDES CATEGORIES NOT PICTURED HERE
+5.5%
hfnmag.com
2009
$356
2010
$358
2009
$1,326
2010
$1,372
2009
$1,999
2010
$1,959
$480 $477
$733 $700
$708 $671
housewares
time is money in housewares

Continued from page 18
FLoor care
Air treatment
Heaters:
2010
2010
2009
2009
% change
% change
% change
+2.3%
-2%
state oF the
0.2%
Continued on page 20
indusTry
2009
$3,878
$912
2010
$3,967
$894
$641 $640
hfnmag.com
housewares
time is money
2009
indusTry
% change
% change
0%
irons
-7%
Hair care
2010
2009
% change
% change
-3%
oraL care
-1.5%
shavers
2010
2009
% change
% change
+1.5%
BLenDers/ FooD processors
+3.5%
PLastic storage
2009
$461
2010
$468
2009
$368
2010
$357
2009
state oF the
2009
Continued from page 19 lar. For example, the food prep items they are buying are either replacements for items that have worn out or broken, or new practical tools that make food preparation easier, and items that help them save money. Despite all the new cleaning products that have flooded the market over the past year, cleaning the bathrooms and floors, especially hardwood floors, are still the most hated household cleaning chores, according to Riedel. The products that are selling are floor care products (both electric and non-electric) that do a better or faster job of floor care and bathroom cleaning, she said. Kitchenware in general fared well because food shows hosted by celebrity TV chefs continue to make home cooking more appealing and an affordable way to entertain friends and family, said one vendor. Because of this, the vendor added, retailers directed considerable promotional activity towards them in 2010. Sales of kitchen gadgets likewise increased. The cost of a gadget is relatively inexpensive and something that a consumer will feel good about purchasing if it saves them time in the kitchen, said one manufacturer. Growth in this business was driven by newness and innovation. Another trend that affects the housewares industry was the growing inclination among consumers to declutter their homes. While this means they are less likely to buy things they do not need, it does indicate a willingness to purchase products that help them stay organized. According to The NPD Groups Consumer Tracking Service, in the 12 months ended November 2010, $3.3 billion worth of home product storage and organization items, including closet, laundry, tool and garage storage, were sold. Storage sales typically get off to a good start at the beginning of the year. When the holidays are over, consumers are looking to start the new year off by getting organized, said Peter Goldman, president of NPDs home division. Whether it is a New Years resolution, or just a desire to de-clutter heading into spring cleaning mode, we always seem to need something else to keep our stuff in.David Gill and Andrea Lillo contributed to this story
in housewares
scaLes
cLocks
2010
$238
2010
$238
$509 $547
$882 $895
$391 $378
2010
$735
% change
% change
+3.4%
+4%
2009
$760
2010
$1,405 $1,351
hfnmag.com
TabLetop CHANNELS OF DISTRIBUTION
tabletop p
THe TABleToP indusTry seT FooT on the road to recovery in 2010, recording a modest overall increase in sales of two and a half percent, to $4.37 billion. This gain, though slight, reverses a couple of years of steep declines. The improvement did not surprise Sal Gabbay, president of Gibson. The economy has turned around, he said. To an extent. Bright spots included casual dinnerware, a stable, saleable category that grew roughly seven percent, and stainless steel flatware which, though By Allison Zisko hampered by lost labor, factory closings and delivery problems in China, experienced a slight increase. The bridal market also enjoyed renewed strengthcrystal, for example, grew slightly. This buoyed hopes of some vendors. There was pent up demand to be addressed and certainly the attitude of the consumer was much improved, said Tim DeVine, president of DeVine Corp., which distributes high-end brands such as Raynaud Porcelain, Varga Art Glass and Ercuis Silver. Barring any unforeseen shocks to the systemlike massive price increases in oilI think the consumer economy will be good in 2011 and the industry will see good increases. Another highlight of the year was the considerable growth in online business, no doubt aided by the explosion of social networking, which retailers incorporated into their marketing strategies. The Internet channel of distribution, which includes both the online arm of brick and mortar stores as well as webonly enterprises, now accounts for 10 percent of total tabletop business, according to HFN estimates. For DeVine Corp., the online arm of its department store customers represents the biggest store location, accounting for 15 percent of its business. All online business is on fire, Gabbay said. Not surprisingly, vendors said they are increasing the care and attention they give to these accounts. Lifetime Brands has spent several million dollars in infrastructure improvements to support retailers online business, according to Jeff Siegel, chairman, president and chief executive officer, while DeVine said, We are very aggressive about promoting our bridge program to our retailers, and those that participate see immediate increases in sales as a result. We expect more of our retailers to recognize the benefits and sign on in 2011. n
life
sputtering to
Other 5% Catalogs 3% Online 5% Department stores 15% Mass merchants & clubs 45%
Other 1% Catalogs 3% Online 10% Department stores 14%
00
% CHANgE
67 9: $4,2
Specialty stores 27%
3 01 0: $4,37
+2.5%
upstairs Dinnerware
Housewares Dinnerware
2010
2009
% change
% change
+1.8%
stainLess steeL FLatware
+7%
sterLing siLver FLatware
2010
2009
% change
% change
+1.6%
GLassware
-4%
crystaL
2010
2009
% change
% change
+0.8%
meLamine/acryLic
+2.7%
2010
$150 $155
hfnmag.com
% change
-3.2%
2009
2009
indusTry
state oF the
$1,228
2010
$1,237
2009
$599
2010
$609
2009
$643
2010
$655
$1,144 $1,070
$72 $75
$511 $497
furniture
& lighting
Furniture, Lighting, home Decor CHANNELS OF DISTRIBUTION

Better
case gooDs
getting a Little
Online 3% Other 5% Department Stores 4% Decorator/designer 7% Mass merchants & clubs Specialty 11% stores 14%
Online 6% Other 5% Department Stores 4% Decorator/designer 6%
09
% CHANgE
: $72,9
* 0 4
* 01 5 0: $ 7 78,7
+8%
uphoLstereD Furniture
casuaL Furniture
2010
2010
2009
2009
% change
% change
% change
+9%
+11%
+5%
meaning they play video games. Furniture manufacturers have slowly introduced goods with space for extra consoles and storage for remote controls, targeting video game enthusiasts. The furniture category is also hoping for a boost from 3-D television sales, as consumers need to sit directly in front of the screen to get the three dimensional effect and therefore might need additional furniture. Sources said that mattresses is usually the first furniture category to rebound from a recession. Mattresses enjoyed a slight rebound in 2010. Mattress unit shipments have posted positive growth in 14 of the last 15 months (through November) with mattress dollar shipments increasing 12 of the last 14 months, said Brad Thomas, analyst-retail hardlines, Keybanc Capital Markets. He added that average unit selling prices declined nearly three percent year over year; and that comparisons for both mattress unit and dollar shipments will get significantly tougher in 2011. The mattress category received kudos from industry watchers for their doggedness in introducing new products and their willingness to continue advertising even during tough times. They gave the consumer reasons to buy, Epperson said. Mattress companies are always improving their products, making them safer and more comfortable. The outdoor furniture category headed into 2010 optimistic that the outdoor living trend would give it a hefty boost. While consumer and retail demand was consistent, sources said, the category was hit hard with major issues shipping from China. We couldnt fill the orders, a vendor said. With the shipping problems mainly resolved, outdoor suppliers are excited about the possibility of expanding distribution. We see furniture chains com Continued on page 23
more THAn mosT Home FurnisHinGs cATeGories, FurniTure had nowhere to go but up in 2010. And up it went last year, as the sales performance in most furniture categories (including lighting, home decor and outdoor furniture) improved. But, like most other home furnishings categories, furniture sales did not exactly sail up, up and away. The great hoped-for boom was hampered by lackluster real estate sales, along with consumer spending that did not return to normal. Furniture experts theorize that people moving to new (and existing) homes account for as much as 20 percent of furniture sales. Put simply, Americans stayed put last year. Boosts for case goods and upholstered furniture came from evolving technology. Prices for giant flat-screen TVs dropped, sparking a consumer buying frenzy for high definition units. Consumers also purchased new entertainment cabinets and consoles to fit the large, new televisions. Meanwhile, consumers bought new upholstered furniture, mostly motion furniture/recliners, so they could more comfortably watch their large, new televisions. Plenty of consumers replaced smaller, older flat-screen TVs. Those older sets wound up in bedrooms and game rooms and the category got another needed boost from cabinetry and seating. Furniture received a huge benefit from technology in 2010, said Jerry Epperson, managing director of Mann, Armistead & Epperson. Electronics are an exciting part of our business. Thats what really saved the category. The industry stayed ahead of consumer trends with introductions. The home office category enjoyed sales sparked by introductions of desks and tables designed with laptops, smart phones and other wired appliances in mind. You dont need book cases, Epperson said. People arent buying books. Instead, Epperson estimated that 35 percent of all adults are gamers,
*FIGURE INCLUDES CATEGORIES NOT PICTURED HERE
indusTry
state oF the
2009
$18,207
$15,461
2010
$19,846
$17,162
$5,830 $5,552
hfnmag.com
furniture
& lighting
getting a Little Better

lighting Fixtures
lighting, portabLe
mattresses
2010
2009
2009
% change
% change
% change
-5%
0%
+6.5%
Maybe they want the 36-inch fixture, but the showroom only has the 24inch on display, said a supplier. So the retailer had to find a way to make the consumer feel comfortable about making that purchase. Not surprisingly, portable lighting sales suffered. The category was flat compared to last year. It couldve been worse, according to one lighting manufacturer. Breaking even is the new 10 percent increase, he said. This has been a rough time for both manufacturers and retailers, but 2010 was a bit better than 2009, and 2011 is expected to be better than 2010, another manufacturer said. With the economy heading in the right direction, it is time for the retailer to review their business. Eventually the consumers will return, according to manufacturers. If they see the same styles and product as pre-meltdown, however, consumers are likely to go elsewhere. You cant sell a two- or three-old lamp, a vendor said. n
Continued from page 22 ing back into the category, said a supplier. Their business has not been great lately. And outdoor is becoming more and more part of the home, so its a natural fit. Overall, the furniture categorys distribution is evolving, with the Internet becoming a more important resource for consumers. The Internet has exploded, Epperson said. At the same time, mass merchants and club chains are growing their furniture offerings. Because of its close association to new home building and existing home sales, the lighting industry faced another complex and challenging year in 2010. Retailers struggled with whether to maintain large inventories or use space for special orders. Consumers, vendors said, often made decisions based on images in a catalog.
indusTry
state oF the
2009
$1,587
$1,268
2010
$1,508
2010
$1,268
$7,255 $6,812
hfnmag.com
covering g
seeing signs of
wHile ruG mAnuFAcTurers exPerienced a better year over 2009, most agreed that growth in 2010 came from the lower end as consumers traded down. Consumers are spending less on products than before the economic meltdown, and some manufacturers estimated that the average ticket fell anywhere from 20 to 40 percent. One of the beneficiaries was the machine-made category, as its lower price points lured consumers away from handmades. The difference between this recession and the past one is that normally people at the higher end dont stop spending, said Steven Peykar, principal, Nourison. But this By AndreA lillo one was unique; people stopped spending at all income levels. Last year, however, sales picked up at several points throughout the year, and he hopes the upticks continue. For the last two years, many retailers had price limits and wouldnt spend more than that, added Alex Peykar, principal, Nourison. But now they are coming to him and saying, I need higher priced rugs. Oriental Weavers saw sales go up, but because people traded down, said Michael Riley, president. Someone who would buy a $5,000 rug before thinks a $1,000 rug is a steal, he said. But even with that, you dont want to change the assortment to all bottom end, because when the economy recovers you will get caught. We still think its all about assortment. Though Oriental Weavers expanded its lower price points last year, it also introduced its highest, and its getting orders for them, he said. For Paul Sullivan, senior vice president of sales and marketing, Orian, the big issue is jobs. If someone doesnt have a job, they wont spend, and if they do have one, they spend cautiously. And if gas hits $5 a gallon as some predict, thats going to hurt, he added. Like others, he said increasing raw material costs for such items as resin and jute continue to be problematic. The hand-knotted category didnt fare as well as other categories due to its high price points and labor issues. But Reza Momeni, president, Momeni, felt that resulted in more creativity for the category, as people want to give the consumer a reason to buy. So its good for development. Its a short-term problem but with long-term benefits. The Internet was cited as the fastest growing channel, as consumers are now comfortable with buying home furnishings online. And it holds benefits for manufacturers as well: We have 7,000 SKUs onlinewe would need 15,000 square feet in a store to show them all, said Bud Young, vice president of marketing, Capel. n
imProvemenT
FLoor coverings CHANNELS OF DISTRIBUTION
floor
Other 3% Online 4% Specialty stores 4% Catalogs 6%
Online 9% Specialty stores 4%
Other 4%
Furniture stores Department and chains Floor Home 9% covering improvement stores 13% stores centers 10% 12%
00
% CHANgE
9: $4,0
55
Catalogs 7% Department Home stores Furniture stores Floor and chains covering improvement 10% centers 7% stores 12% 8%
2 01 0: $4,08
+0.7%
HanDmaDe area rugs
machine-maDe area rugs

2010
2009
indusTry
state oF the
% change
% change
0%
Accent rugs
+3%
washabLe rugs
2010
2009
% change
% change
0%
-2%
2009
$1,019
2010
$1,019
2009
$862
2010
$862
$1,444 $1,402
$757 $772
hfnmag.com
textiles
an Awakening market TextiLes

CHANNELS OF DISTRIBUTION
AFTer TAKinG A PoundinG in 2009, THe home-textiles industry registered a faint recovery last year with total sales moving close to $18.6 billion. Utility bedding proved to be the segment that fueled the industry as a whole. Both bed pillows and mattress pads regisBy dAvid Gill tered double-digit sales growth, while down comforters turned around from a double-digit sales drop in 2009 to a respectable 6.3 percent gain in 2010. The decorative-textiles categories fared less well. Most notable among these categories was the nearly 12 percent sales plummet in bagged bed ensembles, and the almost 6 percent dropoff in sales of bath towels. Sheet sales blipped up slightly above the break-even line, while curtains and draperies posted a decline in the low single digits. The breakout by channels of distribution reflected several key trends in consumer shopping patterns that emerged in 2010. The mass/warehouse club channel increased its share of total textiles sales by four percentage points, and online retailers share of sales rose from 5 percent in 2009 to 7 percent last year. The rise in market share by the discount channel underscored industry executives feelings that consumers, facing a still-weak recovery from the Great Recession, remain in a cautious mode. The high unemployment and erratic consumer confidence made for a very difficult year for planners and merchants, said Rich Roman, president and chief executive officer of Revman. Fears about unemployment and the downturn in the housing market were the main reasons behind consumers caution. The consumer is just not parting with her money in the same manner she has historically, Roman said. The wealth effect of high housing values is no longer in the consumer psyche. The consumer feels less wealthy and less confident about the Continued on page 26
Other 3% Online 5% Catalogs 7% Department stores 16% Mass merchants & clubs 47%
Other 2% Online 7% Catalogs 7% Department stores 13% Mass merchants & clubs 51%
% CHANgE
* 0 8 09 : $18,41
* 01 4 0: $18,58
+0.9%
BaggeD beD ensembLes
sheets
2010
2009
% change
% change
-11.6%
mattress paDs
+0.8%
down comForters
2009
$1,243
2010
$1,099
$1,982 $1,966
2010
2009
indusTry
state oF the
% change
% change
+11.5%
BeD piLLows
+6.3%
Bath toweLs
2010
2009
% change
% change
+10.2%
* FIGURE INCLUDES CATEGORIES NOT PICTURED HERE
-5.5%
hfnmag.com
2009
$1,003
2010
$1,105
2009
$1,998
2010
$2,228
$384 $361
$1,825 $1,931
textiles
an Awakening market
Continued from page 25 future, which negatively affects how she shops. The gain made by online retailers is yet another reflection of the enormous growth in this channel, as consumers become more enamored with stay-at-home shopping. This past December, right in the teeth of the holidays, online retailers registered double-digit increases in sales, according to research conducted by IBM Coremetrics. The new year presents both opportunities and challenges to textiles vendors. Speaking during last Septembers New York Home Fashions Market, Steve Palmer, president of United Feather and Down, said, The attitude (among manufacturers and retailers) is clearly better. Everyone is clearly looking forward, even though things are still challenging from the consumers point of view. In particular, Palmer believes that consumers wont be shopping for textiles based on price this year. Consumers are looking for good value, he said. They dont just want cheap. They will pay
curtains anD Drapes

Kitchen textiLes/ tabLe Linens

2010
2009
% change
-2%
% change
+2%
indusTry
state oF the
2009
$1,900
2010
$1,862
$1,215 $1,191
hfnmag.com

StateTheOfIndustry 2011

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in home

Furniture, Lighting, home Decor

TotaL home Furnishings

Home furnishings salesput on life support last yearshow signs of life

Furniture specialty stores/chains 35%

Specialty stores/chains 14%

Mass merchants & clubs 25%

Specialty stores/chains 14%

16 HFN /February 2011

February 2011 / HFN 17

Bakeware (metal only)

18 HFN /February 2011

time is money in housewares

19 HFN /February 2011

TabLetop CHANNELS OF DISTRIBUTION

RETAIL SALES IN MILLIONS

Other 1% Catalogs 3% Online 10% Department stores 14%

Mass merchants & clubs 44%

Specialty stores 27%

Specialty stores 28%

21 HFN /February 2011

Furniture, Lighting, home Decor CHANNELS OF DISTRIBUTION

Furniture specialty stores/chains 56%

Online 6% Other 5% Department Stores 4% Decorator/designer 6%

Furniture specialty stores/chains 50%

Mass merchants & clubs 15%

Specialty stores 14%

22 HFN /February 2011

getting a Little Better

23 HFN /February 2011

Other 3% Online 4% Specialty stores 4% Catalogs 6%

Mass merchants & clubs 39%

Online 9% Specialty stores 4%

Mass merchants & clubs 39%

machine-maDe area rugs

24 HFN /February 2011

an Awakening market TextiLes

Specialty stores 22%

Specialty stores 20%

25 HFN /February 2011

curtains anD Drapes

Kitchen textiLes/ tabLe Linens

26 HFN /February 2011

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