Textiles, Garments and Shoes
The textiles, garments and shoes market in Germany is a close runner-up to the DIY and Home Improvement industry. German companies generating more than EUR 35 billion in turnover (of which about 60% textile, 40% clothing) which makes them the European leaders. This industry is made up of almost 1,400 mostly small and medium-sized businesses with a workforce of around 135,000. It has also transformed over the years into an increasingly innovative, high-tech sector. The German textile industry is a global market leader for technical textiles with a market share of 45%. Germany is also the fifth-largest exporter of clothing and textile products worldwide, and the second largest textile importer in the world next to the United States.
DIY and Home Improvement
The DIY and home improvement market is the largest consumer market in Germany after the food and beverage market, generating EUR 45.86 billion in 2018 (equivalent to 10% of the total consumer goods market). This market shows particular e-commerce promise, having experienced rapid growth in recent years. DIY and home-improvement e-commerce sales jumped from EUR 2.3 billion in 2014 to more than EUR 18.75 billion in 2018 - which is about eight times the turnover of 2014. The market is also dominated by small and medium-sized enterprises, with more than 15,500 different DIY retailers in the German market in 2014.
Technical Consumer Goods (office equipment and consumables)
Technical consumer goods (e.g. telecommunications, small domestic appliances, consumer electronics/photo and information technology/office equipment) also constitute a large portion of the total German consumer goods market, generating around 7% of revenue. This market segment is also the second fastest-growing segment in the consumer goods market, generating turnover of EUR 26.9 billion in Q1 and Q2 2019 (+2.2% compared to 2018).
The furniture market is also an important sector in the German economy, constituting around 7% of the total consumer goods market in Germany and generating almost EUR 33 billion in revenue in 2018. Belonging to a group of growing industries in Germany, the sector has recorded a more than 9% increase in revenue since 2010. Germany also hosts a plethora of different furniture manufacturers, with almost 1,005 enterprises in 2018.