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La distribuzione dei mobili per cucina in Italia (Italian)

Retail & Ecommerce | Kitchen | July 2024

2600

July 2024, IX Ed. , 70 pages
Price (single user license): EUR 2600 / USD 2834
For multiple/corporate license prices please contact us
Language: Italian

Report code: IT.3
Publisher: CSIL
Status: available for online purchase and immediate download

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Table of contents

The CSIL Report ‘La distribuzione dei mobili per cucina in Italia’ (in Italian language) now in its ninth edition, aims to:

  • Analyze the qualitative characteristics of kitchen furniture retail stores in Italy;
  • Assess the service quality in the retail stores and the related Trade Satisfaction for 16 major kitchen brands in the Italian market;
  • Provide benchmarks for companies in the sector in terms of service, offering an independent ‘certification’ of achieved results and a training tool for the sales force.

 

The study examines data gathered from a survey conducted with the direct collaboration of nearly 400 kitchen furniture retail stores in Italy, during March-April 2024. CSIL has analyzed the results, providing a detailed overview and a useful tool to describe the specialized distribution in Italy in terms of store size, number of brands carried, customer types, number of kitchens sold, average price and related costs, design, preferred kitchen models, and sustainability.

The report also focuses on the main kitchen brands operating in the Italian market, brands that received a high number of mentions from the participants in the survey.

The analysis, aimed at evaluating service, prices and margins, product, and promotion, structured into 17 criteria, has identified the strengths and weaknesses of each brand and allowed for a direct comparison among competitors.

 

The 17 considered criteria are:

Service:

  • Sales support material available to the retailer
  • Ease of contacting/relating with the company
  • Loyalty to the distribution channel
  • Timeliness of deliveries
  • Post-sales technical support and willingness to meet customer needs
  • Support in setting up displays
  • Availability of graphic software

 

Prices and margins:

  • Prices
  • Average unit margin on products sold
  • Quality/price ratio

 

Product:

  • Assortment breadth
  • Innovation
  • Breadth and depth of kitchen range
  • Breadth and depth of appliance range
  • Breadth and depth of table, chair, and accessory range

 

Promotion:

  • Brand awareness and consumer advertising campaigns
  • Promotional policy

Italy. Exhibition space dedicated to kitchens, 2024. Percentage values of the distributor sample

Italia. Superficie espositiva dedicata alle cucine, 2024. Valori percentuali su un campione di distributori
Fonte: Elaborazioni CSIL

 

According to the CSIL research on the distribution of kitchen furniture in Italy, the structural characteristics of the sector’s retail stores do not show significant annual variations but tend to change over the medium to long term. Compared to previous CSIL surveys, there has been a reduction in the average size of retail outlets and areas dedicated to kitchens. Additionally, the average number of brands carried by stores is decreasing, influenced by the spread of flagship stores as a sales and brand-strengthening strategy by manufacturers. The average selling price of kitchens has grown, in line with the list price increases registered in recent years.

 

Abstract of Table of Contents

Methodology

The Sample Surveyed

Sample Composition

Number of Retail Stores

General Characteristics of Retail Stores

Analysis of Kitchen Furniture Brands Carried by Retail Stores

Kitchen Brands Carried and Number of Mentions

Total Exhibition Area and Exhibition Area Dedicated to Kitchens

Number of Kitchens Sold

Average Price of a Kitchen Sold

Impact of Related Expenses on the Average Selling Price of the Kitchen: Worktops, Appliances, Transport/Installation/Disposal Costs

Use of Design Software

Supplier Change

“Preferred” Kitchen Models by Retail Stores

Preferred Materials by Retail Stores

Sustainability

Trade Satisfaction

Evaluations of the Characteristics of the Brands

  • Service
  • Prices and Margins
  • Product
  • Promotion

Strengths and Weaknesses of the Brands

The CSIL Report ‘La distribuzione dei mobili per cucina in Italia’ (in Italian language) now in its ninth edition, aims to:

  • Analyze the qualitative characteristics of kitchen furniture retail stores in Italy;
  • Assess the service quality in the retail stores and the related Trade Satisfaction for 16 major kitchen brands in the Italian market;
  • Provide benchmarks for companies in the sector in terms of service, offering an independent ‘certification’ of achieved results and a training tool for the sales force.

 

The study examines data gathered from a survey conducted with the direct collaboration of nearly 400 kitchen furniture retail stores in Italy, during March-April 2024. CSIL has analyzed the results, providing a detailed overview and a useful tool to describe the specialized distribution in Italy in terms of store size, number of brands carried, customer types, number of kitchens sold, average price and related costs, design, preferred kitchen models, and sustainability.

The report also focuses on the main kitchen brands operating in the Italian market, brands that received a high number of mentions from the participants in the survey.

The analysis, aimed at evaluating service, prices and margins, product, and promotion, structured into 17 criteria, has identified the strengths and weaknesses of each brand and allowed for a direct comparison among competitors.

 

The 17 considered criteria are:

Service:

  • Sales support material available to the retailer
  • Ease of contacting/relating with the company
  • Loyalty to the distribution channel
  • Timeliness of deliveries
  • Post-sales technical support and willingness to meet customer needs
  • Support in setting up displays
  • Availability of graphic software

 

Prices and margins:

  • Prices
  • Average unit margin on products sold
  • Quality/price ratio

 

Product:

  • Assortment breadth
  • Innovation
  • Breadth and depth of kitchen range
  • Breadth and depth of appliance range
  • Breadth and depth of table, chair, and accessory range

 

Promotion:

  • Brand awareness and consumer advertising campaigns
  • Promotional policy

Italy. Exhibition space dedicated to kitchens, 2024. Percentage values of the distributor sample

Italia. Superficie espositiva dedicata alle cucine, 2024. Valori percentuali su un campione di distributori
Fonte: Elaborazioni CSIL

 

According to the CSIL research on the distribution of kitchen furniture in Italy, the structural characteristics of the sector’s retail stores do not show significant annual variations but tend to change over the medium to long term. Compared to previous CSIL surveys, there has been a reduction in the average size of retail outlets and areas dedicated to kitchens. Additionally, the average number of brands carried by stores is decreasing, influenced by the spread of flagship stores as a sales and brand-strengthening strategy by manufacturers. The average selling price of kitchens has grown, in line with the list price increases registered in recent years.

 

Abstract of Table of Contents

Methodology

The Sample Surveyed

Sample Composition

Number of Retail Stores

General Characteristics of Retail Stores

Analysis of Kitchen Furniture Brands Carried by Retail Stores

Kitchen Brands Carried and Number of Mentions

Total Exhibition Area and Exhibition Area Dedicated to Kitchens

Number of Kitchens Sold

Average Price of a Kitchen Sold

Impact of Related Expenses on the Average Selling Price of the Kitchen: Worktops, Appliances, Transport/Installation/Disposal Costs

Use of Design Software

Supplier Change

“Preferred” Kitchen Models by Retail Stores

Preferred Materials by Retail Stores

Sustainability

Trade Satisfaction

Evaluations of the Characteristics of the Brands

  • Service
  • Prices and Margins
  • Product
  • Promotion

Strengths and Weaknesses of the Brands

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