With the country’s abundant resources of varieties of wood such as teak and rattan, there are many small and medium companies in home furnishings ??" the majority of these players focus on traditional hand-crafted wood and rattan furniture. The most notable local player is Cahaya Sakti Multi Intraco PT with the Olympic brand, which targets mainly middle-to-low-income consumer groups. In 2014, Olympic registered current retail value growth of 22% to reach Rp1.4 billion.
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Following the implementation of the ASEAN-China free trade agreement in 2010, home furnishings is expected to see greater competition from imported products, especially from China. In addition, the entrance of IKEA marked the beginning of a new era ??" with relatively affordable furniture that caters to middle-to-upper-income consumers. As such, existing local premium players will have to offer more added value in terms of product development and design to maintain margins, otherwise they may face threats to sales growth over the forecast period.
Home Furnishing Market ResearchAnalyse key trends and developments in Indonesia for all product categories, competitors and channels.
Evaluate the market position and financial performance of the leading national and international market players.
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