Mattress Retailing in Europe
MARKET INTELLIGENCE
According to the CSIL Report ‘Mattress Retailing in Europe‘, the European retail mattress market is estimated at EUR 13.8 billion, corresponding to approximately 52 million units of mattress. Europe remains one of the largest mattress markets worldwide, accounting for around 15% of global mattress consumption in value terms.
Over the last few years, the European market has followed an uneven cycle: volumes expanded sharply in 2021, then contracted significantly in 2022 (in quantity) and again in 2023 (both in value and volume). In 2024, the market recorded a modest recovery, while 2025 shows a slight decline.
This trajectory reflects the combined effect of pandemic-related demand distortions, followed by inflation, a sluggish housing market, and weak consumer confidence.
The EU mattress market is highly integrated, with major retailers and manufacturers operating across Europe.
About 40% of mattresses produced in EU countries are exported to other EU member states, a share that has grown significantly over the last decade. However, this established structure is facing increasing competitive pressure due to a surge in imports from Extra-European countries.
While the market was traditionally supplied by European production, imports from outside the EU have risen sharply between 2018 and 2024. This surge is largely driven by three key sources—China, Türkiye, and Serbia. These countries have ramped up exports to Europe following disruptions caused by U.S. anti-dumping measures.
The competitiveness of these imports lies mainly in their price advantage, which has become crucial as distributors aim to keep costs low amidst a sluggish market. Moreover, barriers to entry are relatively low in the mass-market mattress segment, as brand recognition and design play a lesser role than in other furniture categories.
Also, the European mattress retail landscape has been significantly influenced by intense mergers and acquisitions activities, driven by cross-border investments, manufacturers expanding downstream, and retailers strengthening their omnichannel capabilities. A notable feature of this phase has been the inflow of capital from non-European markets (mainly from North America and China).
In Europe, mattress distribution in the residential segment is largely driven by organized retail, with furniture and mattress retail chains jointly accounting for around large market value.
Large retailers, such as IKEA and XXXLutz, often carry mattresses as part of a broader home-furnishing assortment, while specialists like Maison de la Literie, Beter Bed, and Matratzen Concord focus primarily on sleep products.
Over time, furniture chains have progressively eroded share from independent retailers, particularly in the mass market; nevertheless, independent stores remain structurally relevant in several countries. In response to competitive pressure on entry prices, many independents have repositioned towards the medium-high and premium segments, leveraging assisted selling, brand selection and service to defend margins.
E-commerce has steadily expanded in Europe over the past decade, with both generalist platforms like Amazon and mattress-focused online brands like Emma gaining ground. After the exceptional acceleration recorded during the pandemic, growth has broadly stabilised, leaving potential room for further structural expansion.
While online offers cover all price tiers, volumes are concentrated in entry-level products, supported by promotions and simplified logistics. E-commerce has also been a key channel for Asian imports, contributing to the recent increase in extra-EU sourcing in several markets.
The European mattress retail landscape is undergoing significant transformation, shaped by evolving trends that reflect changing consumer preferences and competitive dynamics.
A key development is the growing prominence of manufacturer-owned stores and franchising, especially in mature markets where brand recognition and guided selling are highly valued. This shift is enabling manufacturers to build stronger direct consumer relationships, positioning them as central players in an increasingly brand-driven market.
The integration of omnichannel strategies is another crucial trend in the mattress sector, as digitalization continues to influence consumer behaviour.
Many customers begin their mattress search online, using phones or computers to browse options, even if the final purchase takes place in a physical store. This shift emphasizes the need for retailers to invest in their digital presence, even as e-commerce remains complementary to in-store shopping—especially for products like mattresses, which consumers prefer to test before purchasing.
Moreover, e-commerce is driving international market penetration, allowing leading retailers to expand into new regions with lower operational costs, particularly in areas where they have limited physical store networks.
The growing omnichannel approach is further supported by services like “click-and-collect,” which turn retail locations into logistics hubs for both in-store stock and online orders, offering greater convenience for consumers. In parallel, innovation in materials and technology is becoming a key driver in the industry, as consumers become more aware of the health benefits of better sleep.
This is especially evident in markets with aging populations, where demand for smart mattresses—equipped with health-monitoring features—continues to rise, reflecting the growing consumer interest in wellness and personalized sleep solutions.
Source: CSIL World Furniture Magazine #09, March 2026
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