CBI | Market Intelligence Product Factsheet Cloves in Germany | 1

CBI Product Factsheet:

Ready-Made Curtains in Europe

CBI | Market Intelligence Product Factsheet Ready-Made Curtains in Europe | 2

Introduction

Suppliers from developing countries are gaining share in the European ready-made curtain market. You may be able to

supply the Western European middle-high and high-end market by promoting your identity, story and craftsmanship.

Future opportunities are also expected in Eastern Europe, where the middle-high market is on the rise due to people’s

increasing incomes.

Product description

Product Theme HS codes PRODCOM codes

Ready-made

curtains

Sharing & Showing

Refer to CBI Trends for

more information on this

theme.

6303.91

Curtains (including

drapes) and interior

blinds; curtain or bed

valances, other than

knitted/crocheted – in

cotton

6303.99

Curtains (including

drapes) and interior

blinds; curtain or bed

valances, other than

knitted/crocheted – in

other textile materials

1392.1550

Curtains and interior blinds,

curtain or bed valances, in

woven materials

Ready-made curtains are curtains of a standard size and specification. This factsheet focuses on

curtains of natural materials. Ready-made curtains can be divided into the following categories:

Drapes: are usually made of heavier fabrics such as velvet, satin, opaque and

jacquard. They are often lined, and are fixed to rods or pleated heading types

(box, pencil, pinch). Drapes are full length: from the floor to the ceiling.

Curtains: are made of lighter fabric, such as silk, cotton or linen. They are often

unlined and sometimes (semi) transparent (sheers) but can also be lined, and are

fixed to rods by various heading types (rings, grommets (eyelet), pockets (tape),

loops (in most cases of the same materials as the curtain) and tabs). They come in

various lengths and widths, often fitted to the window size.

Blinds: are made of fabric and a variety of other materials. There are three main

types of blinds: Roman blinds (vertical flat blind, drawing up from the bottom in a

series of soft folds), Venetian blinds (horizontal slats, one above another), and

Swiss blinds (vertical blind drawing up from the bottom, with horizontal patch

tunnels for the rods at the rear of the blind).

Quality The functions of curtains and other window coverings in the

European market are varied: to provide privacy, to eliminate (sun)

light, or for insulation purposes (thermal, acoustic).

The quality of the material is important, because sunlight and

washing can damage curtains and fade colours. Therefore, light and

washing fastness are important quality criteria.

The finishing of your products is of utmost importance. The finish on

the upper borders is one of the most distinguishing design aspects of

ready-made curtains. Common types of finishing are loops (to be

used with a rod) or clips or hooks (to be used on a rail).

Finishing Common upper border finishing:

Loops on a rod: Hooks on a rail:

CBI | Market Intelligence Product Factsheet Ready-Made Curtains in Europe | 3

Other types, also used:

Grommet: Ring:

Rod pockets: Hidden back tab panel:

Types of pleating:

Pinch pleat: Pencil pleat: Box pleat:

Types of blinds:

Roman blinds: Venetian blinds: Swiss blinds:

Size Curtains are often sold in pairs. 300cm (height) x 145cm (width) is a

standard size but this can vary (for example 300x140cm, 250x140

cm or 225x140cm and 250x110 cm for most sheer curtains).

Lengths can also be adjusted by the consumer.

Standard sizes for blinds in Europe are:

width: 60/80/100/120/140/160/180/200 cm (Roman), 80/100cm

(Venetian)

length: 180/195/250cm (Roman), 130/155/160cm (Venetian)

Labelling Labels for transport normally include information on the producer,

consignee, composition of the product and the size of the product,

number of pieces, bale/box identification and total number of

bales/boxes, and net and gross weight.

The most important information on the product or packing labels for

ready-made curtains is composition, size, origin and care labelling.

For more information and illustrations of product labelling, please

refer to CBI Buyer Requirements.

Packaging All products should be packed in

agreement with the importer, and

this usually consists of plastic

wrapping to protect the fabric from

water, solar radiation and staining.

Proper packaging minimises the risk

of damage through fluctuations in humidity. Packaging dimensions

and weight should make it easy to handle. Ideally, it should be

CBI | Market Intelligence Product Factsheet Ready-Made Curtains in Europe | 4

possible to place packaging together on pallets meaning that they

should be stackable and if possible of a convenient size.

Ready-made curtains are usually displayed hanging, but often sold in

packaged sets (of 2 or 4 for example). Therefore, consumer

packaging can be simple in design, but should be utilitarian: it needs

to protect against water and staining.

Segmentation

Basic curtains

Fashionable curtains

What is the demand for ready-made curtains in Europe?

Although European imports of ready-made curtains are declining, imports from developing countries grew in 2014,

increasing developing countries’ share. As Europe’s largest importers of ready-made curtains from developing countries by

far, the United Kingdom, France, Germany and Sweden are interesting focus markets.

Figure 1: European imports of ready-made curtains by main origin, € million

Source: Trademap

0

50

100

150

200

250

2010 2011 2012 2013 2014

Intra EU Developing Countries Rest of the world

CBI | Market Intelligence Product Factsheet Ready-Made Curtains in Europe | 5

Figure 2: Main European importers of ready-made curtains by main origin, 2014, € million

Source: Trademap

Figure 3: Absolute developing country import growth 2010-2014 (€ million) (countries in range of largest importers)

Source: Trademap

Developing country imports gaining share in European ready-made curtain market

After a peak in 2011 (€417 million) European imports of ready-made curtains started decreasing, resulting in an average

annual growth rate of -5.2% between 2010 (€370 million) and 2014 (€298 million). The market is expected to stabilise.

Because developing countries are Europe’s main source of ready-made curtains, European imports showed a similar

pattern, decreasing from €208 million in 2010 to €158 million in 2014 with an average annual growth rate of -6.5%.

However, in 2014 these imports increased by 2.4%, a promising development that is expected to continue, further

increasing developing countries’ share in European imports of ready-made curtains as the market moves away from intra-

European trade.

Europe’s main importers of ready-made curtains are the United Kingdom (€62 million), France (€59 million), Germany

(€49 million) and Sweden (€22 million). When it comes to imports from developing countries, these countries are also

leading with €55 million, €24 million, €34 million and €17 million, respectively.

0

10

20

30

40

50

60

Intra EU Developing Countries Rest of the world

-16

-14

-12

-10

-8

-6

-4

-2

0

2

4

Tips:

The United Kingdom, France, Germany and Sweden are by far Europe’s largest importers of ready-

made curtains from developing countries. This makes these countries interesting focus markets.

Focus on added-value and niche markets where you can distinguish yourself from competitors. Your

promotion strategy will play a major role in distinguishing yourself: your identity and local character

should be stressed and resonate in your products.

Invest in long-term relationships with your buyers, giving them less incentive to switch to a

competitor. In this highly competitive market, buyer power is relatively strong.

CBI | Market Intelligence Product Factsheet Ready-Made Curtains in Europe | 6

Although European imports of ready-made curtains from developing countries generally decreased between 2010 and

2014, in Germany these imports actually increased by €3.9 million.

China and India are Europe’s main suppliers of ready-made curtains, with €55 million and €48 million respectively. Other

leading suppliers from developing countries are Pakistan (€19 million), Bangladesh (€12 million), Turkey (€10 million) and

Indonesia (€8.1 million). In France, Tunisia is also among the leading suppliers, while in the United Kingdom, Vietnam is

doing well.

Figure 4: European exports of ready-made curtains by main destination, € million

Source: Trademap

Figure 5: Main European exporters of ready-made curtains by main destination, 2014, € million

Source: Trademap

European exports of ready-made curtains declining

After peaking in 2012 (€201 million), European exports of ready-made curtains declined with an average annual growth

rate of -1.5% between 2010 (€165 million) and 2014 (€156 million).

European exports of ready-made curtains consist mainly of trade within Europe.

0

20

40

60

80

100

120

140

160

2010 2011 2012 2013 2014Intra EU Developing Countries Rest of the world

0

5

10

15

20

25

30

Intra EU Developing Countries Rest of the world

Tip:

Be aware of your European buyer’s markets and its requirements. In this way, you can develop new

ideas also for the buyer’s other European markets.

CBI | Market Intelligence Product Factsheet Ready-Made Curtains in Europe | 7

With €35 million, Germany is Europe’s leading exporter of ready-made curtains, followed by the Netherlands (€24 million),

the United Kingdom and France (€15 million each).

Figure 6: European production of ready-made curtains, 2009-2013, € million

Source: Prodcom

Figure 7: Apparent European consumption of cotton bathrobes and dressing gowns, 2009-2013, € million

Source: Prodcom

European demand for ready-made curtains relatively stable

European production of ready-made curtains fluctuates slightly around €1.4 billion. Similarly, consumption fluctuates

around €1.9 billion, making Europe’s demand for ready-made curtains considerably higher than its production.

With €472 million, the United Kingdom is responsible for 34% of European ready-made curtain production, followed by

Italy (€179 million) and Germany (€160 million).

The United Kingdom is also Europe’s main consumer of ready-made curtains with €609 million, followed by Germany

(€253 million) and France (€210 million).

0

200

400

600

800

1.000

1.200

1.400

1.600

2009 2010 2011 2012 2013

0

500

1.000

1.500

2.000

2.500

2009 2010 2011 2012 2013

Tips:

As described in CBI´s Market Channels and Segments for Home Textiles, the traditional middle market

is polarising towards a lower and higher end. The mid-high segment is recommended for developing

country exporters that offer added-value products, showing off specific skills and a story. The mid-low

market can be addressed with basic fashionable curtains. In general, the segment for your curtains

depends on the amount of work put into production, finishing and embroideries, as well as the material

used (silk curtains are sold in the mid-high segment, whereas polyester is a lot cheaper).

Consider offering specific marketing and logistical services to your customers, i.e. providing a

convenient package for them. In a highly competitive industry, European importers choose the most

convenient and complete suppliers.

CBI | Market Intelligence Product Factsheet Ready-Made Curtains in Europe | 8

Figure 8: Real GDP, 2014-2016, % change from previous year

Source: Eurostat (2015)

Figure 9: Real private consumption expenditure, 2014-2016, % change from previous year

Source: Eurostat (2015)

Figure 10: New housing, 2014-2016, in 1,000 units

Source: Eurostat (2015)

-1,0

0,0

1,0

2,0

3,0

4,0

5,0

2014 2015 2016

-1,0

0,0

1,0

2,0

3,0

4,0

5,0

2014 2015 2016

0

50

100

150

200

250

300

350

2014 2015 2016

CBI | Market Intelligence Product Factsheet Ready-Made Curtains in Europe | 9

Economic indicators are promising

Predictions of GDP and private consumption expenditure are important indicators for the European ready-made curtains

market. The sector is closely linked to economic conditions. When there is room in their disposable income, consumers

increase their spending on luxury products like ready-made curtains.

Between 2014 and 2016, European GDP and private consumption expenditures are expected to increase. This means that

consumption of luxury and decorative products is likely to rise. Especially in emerging markets, an increase in GDP creates

room for this type of spending. Due to saturation, growth in consumption will be moderate for mature markets.

Developments on the housing market could affect the European home decoration market. Between 2014 and 2016, an

increase in new-built housing is expected in Europe, especially in Germany, France, Poland, the United Kingdom and Italy.

As these houses need to be furnished and decorated, this increase could indicate growth in consumption for the home

decoration and textiles sector, especially in the aforementioned countries.

What trends offer opportunities on the European market for ready-made curtains?

Growing demand for high-tech and natural materials

There is a growing demand for high-tech curtains, especially in mature markets. Consumers of curtains in emerging

markets generally follow the same trends as in Western Europe, especially the Westernised consumers in the middle

market. However, demand for high-tech curtains is still relatively low in emerging markets. Examples of high-tech curtains

include curtains that block sunlight or curtains controlled by a remote control. Developing countries should therefore

produce curtains that fit into these systems.

Traditional craftsmanship is increasingly appreciated in the curtain market, offering opportunities to developing country

suppliers. “Technocraft”, a combination of technology and craftsmanship, is a future winner.

Back-to-nature is another important theme in the curtain market. Developing countries can develop natural fibre curtains

that fit into European technical systems, or develop a material that is natural but has a high-tech look.

Within the ‘sharing & showing’ theme, curtains fulfil an important emotional role, bringing warmth and atmosphere into the

home. Curtains need to protect people’s privacy and at the same time let enough light into the room. Lightening and light

effects play an increasingly important role. Light from outside brings nature into the home. This makes the choice of

material important.

Tip:

Monitor GDP, private consumption expenditure and developments on the housing market, because

when these are positive, expenditure on ready-made curtains is expected to increase.

Tip:

Consider investing in product development or a partnership with a European producer. Co-creation

with producers, retailers and marketers can increase your opportunities in the market.

Tip:

Promote the traditional production methods of your culture, giving the product a ‘story’. Make sure

that this story matches your entire product and promotion strategy.

Tip:

Consider alternative natural materials to address the back-to-nature trend, like bamboo, ramie, flax or

banana fibre, palm leaf fibre, hemp or cane. Using different materials or using existing materials in a

new way are important methods for distinguishing yourself in the curtain market. Be original and use

your creativity!

CBI | Market Intelligence Product Factsheet Ready-Made Curtains in Europe | 10

Sustainability is a growing trend in the curtain market, and an increasingly important aspect when addressing the mid-high

market segment. You can address this trend by using and promoting natural materials or recycled fibres, or by obtaining

certification.

Please refer to CBI Trend mapping for Home Decoration & Textiles for more information on general trends in home textiles,

and the sharing & showing theme in specific.

What requirements should ready-made curtains comply with to be allowed on the

European market?

Musts

Product safety

Products introduced into the European market should be safe when used as intended. The European Union has regulated

product safety in the General Product Safety Directive (GPSD), which applies to all consumer products marketed in Europe.

Textile Labelling

The European Union has harmonised legislation regarding the names, composition and labelling of textile products. In

terms of hangings and curtains: binding and filling warps and wefts (which do not form part of the right side of the fabric)

as well as tape for curtains, blinds and shutters, are exempt from this legislation.

Chemical substances

The use of several chemicals in textiles is restricted.

Azo dyes are often used in the dyeing process for several textile products. The use of certain azo dyes is illegal in Europe;

they can be carcinogenic.

The use of flame retardants has been restricted.

Tips:

Consider working together with producers of complementary home textile products to create a more

coherent collection for the home.

Promote the use of natural materials, such as linen, cotton or bamboo, so that buyers are aware of

this. You can also use organic cotton or other certification to further enhance your product.

Product presentation is of utmost importance. Always have good samples ready (i.e. neat, well-

finished, ironed and properly labelled), especially when you are going to visit potential clients or trade

fairs. These samples need to be representative of your product’s quality and must showcase your skills

to buyers. You must also have an eye-catcher at your trade fair booth.

Tip:

Consider implementing a management system or code of conduct in order to demonstrate to your

buyer that you have taken the appropriate safety measures.

Tip:

Make sure that your products comply with labelling requirements, i.e. indicate the fibre content using

prescribed fibre names. The list of names is long but a few examples applicable to curtains are: cotton,

silk, flax, true hemp, and ramie.

Tips:

Make sure that your curtains do not contain any of the azo dyes that are prohibited in Europe.

Consider natural dyes for your products, which are a sustainable alternative to azo dyes.

Follow new developments in the field of flame retardants, as new alternatives are being developed.

You can do so, for instance, through the European Flame Retardants Association (EFRA)

CBI | Market Intelligence Product Factsheet Ready-Made Curtains in Europe | 11

Additional requirements

Sustainability on the rise

Consumers are increasingly aware of social and environmental circumstances during production. As a consequence,

requirements regarding sustainability and certification are becoming more important to buyers.

Implementing a management system (e.g. ISO 14000 for environmental aspects or SA 8000 for social conditions), or

using sustainably produced (e.g. organic or Oeko-Tex certified) materials may be a competitive advantage.

Codes of conduct

European buyers may expect you to comply with their supplier codes of conduct. This can be the importer’s own code of

conduct or a code of conduct as a part of an initiative in which the importer is participating (e.g. BSCI).

The Business Social Compliance Initiative (BSCI) has been developed by European retailers to improve social conditions in

sourcing countries. Suppliers of BSCI participants are expected to comply with the BSCI Code of conduct. To prove

compliance, your production process can be audited at the request of the importer. Once a company is audited, it will be

included in a database which can be used by all BSCI participants.

Consumer Labels There are several labels for textile products; these may give your products a competitive advantage.

For example:

The Global Organic Textile Standard (GOTS) is a textile processing standard for organic fibres. Many developing country

exporters already have their curtains GOTS certified.

The Oeko-Tex Standard consists of three certifications for textiles. These address the effects of textile production

processes on humans and the environment, as well as the effects of the textiles themselves (including the chemicals) on

the health and well-being of consumers.

Tip:

Think about sustainable production methods and consider certification because it adds value to your

products. This is useful when targeting the higher market segments.

Tip:

Since more and more European importers participate in BSCI, you can expect that complying with the

BSCI code of conduct will be seen as a basic requirement. Because it can harm your position on the

market if you are far from complying with this initiative, you are advised to anticipate by performing a

self-assessment, which is available at the website of BSCI.

Tip:

See CBI Buyer Requirements for more information.

Tip:

Check the possibility of sourcing organic raw material for your curtains. Textile products that contain a

minimum of 70% organic fibres can become GOTS certified.

CBI | Market Intelligence Product Factsheet Ready-Made Curtains in Europe | 12

What competition do I face on the European ready-made curtains market?

Please refer to CBI Competition for Home Decoration & Home Textiles and CBI Top 10 Tips for Doing Business with

European Buyers, because curtain competitiveness does not differ significantly from this general overview.

What do the trade channels and interesting market segments look like in Europe for

ready-made curtains?

Please refer to CBI Market Channels and Segments for Home Textiles, because curtain channels and segments do not differ

significantly from this general overview. The following considerations for action should be taken into account for the curtain

market:

E-commerce is growing in importance. Consider targeting online retailers, in order to reach a broader range of

customers. This means, however, supplying small batches/being prepared to pre-stock and offer more just-in-time

supply concepts. Since e-commerce is expected to grow explosively in the coming years, this is a strategy for

exporters that are able to scale up in a short time span.

When sourcing e-tailers, exporters can consider several options: brick-and-mortar retailers adding e-commerce to

their concept; wholesalers developing an on-line platform; e-tailers in other sectors moving into home textiles. You

are advised to keep an eye on these developments.

Useful Sources

These trade fairs are useful sources for finding trading partners in Europe.

Ambiente (Frankfurt, Germany) - http://www.ambiente.messefrankfurt.com

Maison & Objet (Paris, France) - http://www.maison-objet.com

Heimtextil (Frankfurt, Germany) - http://heimtextil.messefrankfurt.com

Domotex (Hannover, Germany) - http://www.domotex.de/home

Tips:

Consider the Oeko-Tex Standard for your product. Note, however, that this standard is not yet widely

applied to decorative furnishing materials like curtains.

See the Oeko-Tex website: http://www.oeko-tex.com

Source: Eurostat,

2013

CBI Market Intelligence

P.O. Box 93144

2509 AC The Hague

The Netherlands

www.cbi.eu/market-information

marketintel@cbi.eu

This survey was compiled for CBI by Globally Cool: creative solutions for sustainable business

in collaboration with CBI sector expert Remco Kemper

Disclaimer CBI market information tools: http://www.cbi.eu/disclaimer

December 2015