Window Covering Market Size, Share & COVID-19 Impact Analysis, By Type (Blinds & Shades, Shutters, Curtains & Drapes, and Others), By Technology (Manual Covers and Smart Covers), By Application (Residential and Commercial), By Distribution Channel (Offline and Online), and Regional Forecast, 2023-2030

The global window covering market size was USD 13.04 billion in 2022 and is projected to grow from USD 13.68 billion in 2023 to USD 19.02 billion in 2030 at a CAGR of 4.82% during the forecast period.

Recent developments in the digital space are expected to influence the global market throughout the forecast period positively. Integrating smart technology for automated and personalized window coverings are emerging as new opportunity which offers enhanced convenience and security for consumers. These motorized window coverings can be controlled by using a remote control, smartphone app, or home automation system, without leaving seat which is especially helpful for people with limited mobility, hard-to-reach windows, and large window expanses. The automated window coverings are integrated with smartphone or tablet and configured for voice commands through Goggle Assistant, Amazon Alexa, the IFTT app or Apple’s HomeKit. These motorized shades and blinds can fully or partially open and close on command using voice recognition system on smartphone/tablet.

COVID-19 IMPACT

Disruptions in Supply Chain Management Slowed Down Growth Rate Amid Pandemic

The impact of the COVID-19 pandemic on the textile industry had a direct and adverse impact on the global window covering market growth. In this respect, severe disruptions in the textiles industry, most notably in Asian countries such as India and China, strongly affected the global market. While temporary closures of offline distribution channels significantly affected product sales in the residential sector, a ban on domestic and international tourism negatively impacted the commercial sector, notably in 2020.

Numerous window blinds/window treatment companies increased their efforts to gain a greater brand reputation during the COVID-19 pandemic by shifting their focus to personal protective equipment (PPE). For instance, in April 2020, Polar Shades Sun Control, a U.S.-based manufacturer of exterior and interior shades, shifted its focus from blinds to the mass production of PPE (surgical masks, face shields, and gowns) amid severe PPE shortages in the U.S. owing to the COVID-19 outbreak.

LATEST TRENDS

Increasing Adoption of Environment-Friendly Products to Stimulate Market Growth

The increasing demand for environment-friendly products is expected to encourage new players’ entry into the market over the forecast period. While market leaders such as Hunter Douglas have successfully exploited the business opportunities in green blinds over the years, other companies such as the U.K.-based Apollo Blinds are using innovative approaches to offer covering products made using recyclable and environment-friendly fabrics. Green materials, such as bamboo for blinds, break down in landfills faster than artificial fabrics/materials. Therefore, due to the growing acceptability of bamboo across a wider range of consumers, there is significant potential for prospective window blinds and shade companies that use bamboo as their primary raw material. At a macro level, the growing hospitality industry is expected to drive market expansion throughout the forecast period.

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DRIVING FACTORS

Booming Real Estate Industry to Favor Market Growth

The booming real estate industry will likely favor market growth during the forecast period. The U.S. market is predicted to remain one of the most prominent markets for window blinds globally over the forecast period. The growing popularity of constructed, modular, and prefabricated homes is expected to boost demand for blinds nationwide. The Indian real estate market has witnessed significant growth over the years. According to the India Brand Equity Foundation (IBEF), the demand for residential properties has surged due to increasing urbanization and rising household income. The Government has allowed FDI (Foreign Direct Investments) of up to 100% for township development projects, boosting the real estate market in India. For instance, in June 2015, the Government of India (GoI) launched the Pradhan Mantri Awas Yojana (PMAY) initiative aimed at building 20 million houses in the country (across urban areas) by 2022. As of August 26^th, 2021, the initiative/scheme received financial assistance of approximately 31 billion from the GoI.

Technological Innovation Paired with Increasing Government Support to Bolster Market Progress

Recent developments in the textile industry, most notably in Asian countries, will likely encourage new players’ entry into the blinds sector in the coming years. For instance, in February 2021, the GoI proposed a scheme for establishing mega textile parks in India in its Budget 2021-22 to strengthen the domestic textile industry and attract sizable investments. From a manufacturing standpoint, such government support will likely translate into cheap labor and the availability of raw materials.

Driven by increasing consumer interest in innovative blinds, numerous players operating in the home furnishing space have stepped up their efforts to exploit the business opportunities in the window-covering market in the recent past. For instance, in February 2019, IKEA, a Sweden-based furniture retail company, announced its plan to launch its new air-purifying Gunrid curtains. The fabric featured a photocatalyst mineral designed to break down pollutants daily, minimizing the risk of harmful emissions entering a house. IKEA developed the GUNRID technology by partnering with universities across Asia and Europe.

RESTRAINING FACTORS

Government Regulations Concerning Corded Window Coverings to Hamper Growth

Recent years have witnessed various regulations concerning corded window coverings, most notably in Canada. Health Canada, a department of the Government of Canada, has been working toward minimizing the risks associated with corded blinds in Canada over the last three decades triggered by the increasing number of children dying from this risk. To eliminate this preventable risk, in May 2019, Health Canada released its new corded window blinds regulations to restrict the size of loops and the length of cords on blinds (both ready-made and customized) distributed across Canada. In the coming years, governments are expected to introduce such regulations to protect children from this potential hazard. From a manufacturing standpoint, adjusting to such new regulations is imperative to stay competitive in the market. 

SEGMENTATION

By Type Analysis

Blinds & Shades Held a Major Share Backed by Increasing Demand across North American and European Markets

On the basis of type, the market is classified into blinds and shades, shutters, curtains & drapes, and others. The blinds & shades segment held a dominant window covering market share in 2022. Blinds are among the cheapest window blinds globally, making them ideal for residential applications or rental apartments. For a 2-by-4-foot window, aluminum and stock vinyl mini-blinds can cost as low as USD 5.

At a macro level, the increasing popularity of home theatre systems is driving the market for complete light-canceling blinds, most notably across North American and European countries. With their smooth and sleek designs, blackout roller blinds provide high levels of privacy and darkness needed for media room windows. Graber Light Weaves blackout roller shades, crown blackout roller shades, and Horizons blackout spring roller shades are among the most popular light-canceling roller blinds.

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By Technology Analysis

Rising Demand of Manual Covers Segment to Increase Product Sales

Based on technology, the market is categorized into manual covers and smart covers. Price is among the most significant distinctions between manual and smart curtains & drapes.

 Manual window covers are considerably less expensive than their motorized counterparts and are popular among homeowners working on a limited budget. However, manual blinds are less expensive or affordable as they have limited capabilities and features compared to smart blinds. The rising demand for manual blinds globally has been encouraging an influx of startups over the years. For instance, Mesken, a new U.S.-based home startup, allows customers to order and customize their shades and curtains. The company ships the custom orders in 10 days or less. The company’s products are made in Istanbul, a country with a rich history of textile-making.

Smart covers have built- in motors that can be controlled from anywhere and have variety of features designed to improve living conditions of individuals. Smart covers come in a variety of fabrics, and styles which is a crucial factor boosting the demand in the market. Manufacturers are aiming to introduce new smart covers in the market to cater to the growing consumer demand that propels market growth. For instance: In May 2023, BIW Products, a U.S. based manufacturer of curtains and blinds, launched motion blinds that can be integrated with smart home systems.

By Application Analysis

Demand for Window Coverings to Grow at Faster Pace in Commercial Applications over Forecast Period

Based on application, the global market is categorized into residential and commercial. The rapid evolution of the East Asian hospitality sector will likely encourage numerous window-covering brands to exploit the business opportunities in the commercial space. There are various factors when choosing the right type of blinds for a commercial space. The most crucial factor is functionality when buying window blinds and shades for commercial uses, such as restaurants, retail, offices, spas, and hospitals. While product adoption has traditionally been more prominent in the residential space, the rapidly expanding hospitality industry is expected to boost product demand across commercial sectors. In this respect, rising luxury hotels globally drive segment growth.

The residential sector is estimated to have the highest market share in the application segment particularly due to the growing number of household units across the globe. With the increasing global population every year, the demand for window coverings for residential applications is also estimated to grow in the coming years.

By Distribution Channel Analysis

Attractive Visual Merchandising to Lead Offline Segment to Hold a Major Market Share in the Coming Years

The global market is categorized into offline and online based on distribution channels. The offline segment has the highest market share due to the growing number of retail shops and specialty stores specially post COVID-19 in various countries that sell various types of window coverings according to customer requirement. The increasing demand of offline distribution channel particularly due to attractive visual merchandising has lead in growing offline segment sale.

The fastest growth of online segment is attributable to the rising trend of E-commerce shopping for home interior products globally. Various E-commerce websites such as Amazon have ample varieties of options for window coverings that propels market growth.

REGIONAL INSIGHTS

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The market size in North America stood at USD 4.90 billion in 2022. The North American market is primarily driven by the growing number of smart homes and increasing penetration of smart technologies in the households of the U.S. and Canada, which fosters the demand for the consumption of curtains & drapes for interior spaces. According to a survey among 1,000 individuals conducted by ValuePenguin in September 2020, smart home devices are increasingly familiar to most U.S. households. The research shows that 65% of Americans have a smart device in their home for various reasons.

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The growth of the Europe window covering market is driven by the rising popularity of natural/environment-friendly products. Europe’s key importers of environment-friendly or natural curtains & drapes are the U.K., Germany, and France. Germany is one of the major European market for window covering products. With the trend of relaxed living gaining momentum among Germans, companies benefit from offering bespoke and unique ‘Made in Germany’ window blinds and shades. Window curtains & drapes are principally marketed within the middle and lower market segments in Europe. While most of the products in the higher segment are available in customized options, curtains & drapes within the low-end segment include simple designs. Indian and Chinese high-volume suppliers continue to dominate the low-end segment. However, companies will likely target the middle market over the forecast period, given the European market's rising demand for natural fibers such as linen/bamboo organic cotton.

Asia Pacific is expected to grow significantly in the coming years on account of the rising disposable income and improving the standard of living in the region, most notably in India and China. Industry participants are deploying various strategies to stay competitive in the market. New product launches are the most common strategic initiative preferred by most market players to establish their presence across residential and commercial sectors. For Instance, PEP Industries, Peps Industries Pvt. Ltd., an Indian spring mattress company, launched Peps Cameo, a new soft top mattress featuring jersey fabric. It is the first company to launch a mattress made using jersey fabric in India, PEP Industries will likely target sportspersons by highlighting the novel material's sweat absorption attribute.

South America and the Middle East & African markets currently account for a small fraction of the global market. Brazil will likely emerge as a key market for window blinds and shades in the regional market. The rising demand for plantation shutters drives the Brazilian market. Wood blinds are also among the most popular curtains & drapes in Brazil. Brazilians' rising need for security and privacy will likely contribute significantly to the demand for wood blinds in the country throughout the forecast period.

KEY INDUSTRY PLAYERS

Hunter Douglas N.V. Acquired a Leading Position in the Global Market

Hunter Douglas N.V. emerged as the market leader in 2022 due to its well-established distribution network globally. The Hunter Douglas N.V. Group comprises 134 companies with 47 manufacturing and 87 assembly operations and marketing organizations in more than 100 countries. The company witnessed a growth in its net sales for FY 2021, with a total net profit of 951 USD million compared to FY 2020. The net sales for FY 2021 were USD 4,292 million compared to USD 3,351 million in FY 2020.

The key players in the market are increasingly incorporating technology to help meet consumers' desires, especially among tech enthusiasts is anticipated to pave a path for the growth of their businesses. In addition, the rising collaboration between brands to produce a better and wider range of products is expected to drive product demand and transform the competitive landscape in the forthcoming years.

LIST OF KEY COMPANIES PROFILED:

• Hunter Douglas N.V.  (Netherlands)


• Comfortex Window Fashions (U.S)


• Lafayette Interior Fashions (U.S.)


• Insolroll Window Shading Systems (U.S.)


• Polar Shades Sun Control (U.S.)


• The Shade Store, LLC (U.S.)


• Decora Blind Systems Ltd (U.K.)


• Norman International Inc. (U.S.)


• Coulisse (Netherlands)


• LOUVOLITE (U.K.)

KEY INDUSTRY DEVELOPMENTS:

• November 2022: 3 Blind Mice Window Coverings, a U.S based company that manufactures blinds, shades, shutters, and curtains, announced the acquisition of Drapery Works, a U.S based provider of blinds, shades, shutters, and home accessories. This acquisition will strengthen the company’s current offerings and enhance its position in the market.


• November 2022: Mzuri Group, a Poland-based company that manufactures window coverings, announced the acquisition of Danish blind and shutter retailer Gardin Lis. This acquisition will strengthen the company’s presence in Scandinavia and the Nordic region.


• March 2022: Hunter Douglas, a U.S.-based window coverings manufacturer, acquired 74% of Droma- Sunshade Experts, a Poland-based manufacturer of shutters and awnings.


• March 2022: SelectBlinds.com, an online custom window décor brand, launched two motorized architect roller shades. The shades have Eve MotionBlinds motors Bluetooth capabilities and support thread smart home technology.


• July 2021: Clearlake Capital Group L.P, a U.S.-based investment firm, and its affiliates of AEA Investors and British Columbia Investment Management Corporation (BCI) announced the acquisition of Springs Window Fashions, a U.S-based company that manufactures and sells custom window coverings.

REPORT COVERAGE

An Infographic Representation of Window Covering Market

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The market report window includes qualitative and quantitative insights into the industry. It also offers a detailed market size and growth rate analysis for all possible segments. The report presents key insights: an overview of related markets, competitive landscape, recent industry developments such as mergers & acquisitions, SWOT analysis, supply chain analysis, and key window curtains & drapes industry trends.

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