FASTER SHIPPING AND EASY RETURN/REPLACEMENT POLICIES ARE DRIVING THE SEGMENT

• According to the market research report from Grandview the growth of the online tableware market is propelled with the trend of offering faster, trusted delivery and replacement options by various online portals is driving the growth in the segment.

• The trend of faster shipping and easy return/replacement policies driving the growth in the online tableware segment has been stated by the reputable, expert-backed research report by Grandview and the trend has been reported in Canada by the Canadian E-commerce Monitor insights.
• Additionally, various key online players in Canadain Online tableware market are offering easy made Shipping and return policies as a way to promote sales such as Linenchest.com, stokesstores.com and Pfaltzgraff.
• Linenchest which offers sells various tableware products such as dinnerware, serveware, flatware, and table linens has made its Shipping and returns easier by offering, free shipping in Canada on all order $99 and more along with Easy free return policy.
•  Stokestores, which sells online tableware products such as dinnerware, drinkware, flatware and table accessories is promoting free shipping for all online purchase of $99 or more before taxes along with Online "No Hassle" Return policy.
• Pfaltzgraff which focuses on tableware products such as dinnerware, serveware, drinkware, and flatware is offering simple return policy for the unused item or items within ninety (90) days of purchase for full refund and free shipping on Free Shipping On Orders over $99 in Canada to promote sales.

• The Canadian E-commerce Monitor insights shares that online shoppers across all categories are influenced by Free shipping and return policies wherein, "75% of Canadian shoppers think free shipping is a key factor when deciding what site to buy from and 57% highlighted the need for free shipping on returns."

SOCIAL MEDIA IS IMPACTING THE BUYING

• According to the market research report from Grandview on the online tableware market, the increasing internet penetration in various rural areas is driving the segment in the coming years.

• The trend of increasing internet penetration with the larger impact of Social media on the online buying decisions of the Canadian consumers which is driving the growth in the online tableware segment has been stated by the reputable, expert-backed research report by Grandview and the Canadian E-commerce Monitor insights.
• Additionally, the news article by foodserviceandhospitality states that social media is playing an important role when purchasing dinner or glassware by businesses in Canada as consumers prefer to have a social-media friendly experience while dining where glassware/tabletops are also becoming a talking point in consumers social media dining posts, hence restaurants want to put all the all efforts to make the experience of digital consumer more social media friendly.
• Louis Durocher of the online tableware store Chic & Basta promotes artisans Quebecois dinnerware through their website and social media and hopes that, in the future, more Canadians will look at the options in their own backyard before buying other types of ceramics.
• The online tableware store Chic & Basta is very responsive on their Facebook page which has more than 6000+ followers and likes with various reviews and comments on their ceramic tableware posts.
• Linenchest which offers sells various tableware products such as dinnerware, serveware, flatware, and table linens in Canada is actively promoting on Social media wherein it has more than 493.5K followers on their Facebook page,48.6k on their Instagram page and 21.4k on their Pinterest page.
• Stokestores, which sells online tableware products such as dinnerware, drinkware, flatware and table accessories in Canada has more around 53,575 people following it on Facebook with 54,008 people likes.

• The Canadian E-commerce Monitor insights shares that there is a larger impact of Social media on the online buying decisions of the consumers wherein," 47% of Canadians use social media at least once a month for inspiration to help them buy a service or product.
• Various Canadian online tableware stores are largely being followed on their official Social media pages wherein consumers shares their likes, comments and reviews on various tableware products posted through the channel.

Research Strategy:

• To obtain the insights on the trends impacting consumers in the online channel in the tableware/tabletop market in Canada, I particularly referred to various credible and reputable, expert-backed news article, market research reports and trend forecasts published through industry researches which are related to the tableware/tabletop market in Canada and globally including Canadian consumers such as grandviewresearch, marketwatch, foodserviceandhospitality, Statistica and others.
• Through the search, I found the global market report from Grandview sharing insights on the globally including North America (Canada) Online tableware Market and the 2018 Canadian E-commerce Monitor insights which highlighted the growing trend of Faster shipping and easy return/replacement policies, driving the segment and Social media is impacting the buying.
• Additionally, a deeper analysis supporting to the trends from the prominent online tableware players such as Linenchest.com, stokesstores.com Pfaltzgraff and others through their official website and social media channels(Facebook, Instagram) is provided in detail in the Key findings section along with overview of the trend, reason for the choice and its impact on the consumers.

CONSUMER TRENDS SURROUNDING RETAIL CHANNLE IN THE TABLEWARE/TABLETOP MARKET:

1. PERSONAL ADVICE IN RETAIL STORE TO SAVE SPACE AND TO UNCLUTTER THE KITCHEN CABINET DRIVES CONSUMER DEMAND FOR TABLEWARE:

OVERVIEW:

• Demand for multi functional tableware is gaining momentum because consumers are more inclined towards arranging uncluttered kitchen cabinet. Consumers focus on the space factor i.e. giving preference to that segment of tableware or table which takes less space.

WHY IT IS CONSIDERED AS A TREND

• The trend of choosing the type of tableware that fits on the tabletop is supported by the kind of advice and suggestion received from the retailers of tableware.
•  West Elm in Canada retails tableware and gives details advice to shoppers who visits stores regarding the type of tableware.
• The company gives personal advice to shoppers by taking into consideration the way to decorate the dining room. The company complete advice such as contemporary serveware that consists of standard sets of glasses, plates and silverware that can be used on any occasion.
• Company emphasis that tableware must be picked that reflects the personal style of consumers.
•  William Ashley, a retailer of tableware in Canada focus on to engage customers through personalized customer service.
•  Jackie Chiesa, president of William Ashley says the company gives customized service and highlights even smaller space can accommodate unique collection of tableware items.
•  William Ashley is an iconic landmark retail store for bridal couples in the greater Toronto area and a bridal registry expert all over North America.

HOW IT IS AFFECTING CONSUMERS

• According to Survey conducted by Accenture, 91% of consumers likes personalized experience in retail stores. Consumers are more interested in getting recognized and they don't feel hesitant in sharing their personal details with retailers which gives the comfort of meaningful advice.
•  Bridal couples in the Canada region always look the retailers for any suggestion that could meet their desires and expectations and may give content-rich retail experience to them.

2. INNOVATION IN TABLE WARE MATERIAL SHOWN BY RETAIL CHANNEL.

OVERVIEW:

WHY IT IS CONSIDERED AS A TREND

• Innovation in Tableware and table-top products drives the growth in retail tableware segment which has been backed by the Research Reports presented by The Globe and Mail and Global Industry Analysts.
•  William Ashley, an in- store retailer of tableware unveils retail technology in its store. The company engages customers with the next generation of retail technology that is featured throughout the store to immerse customers in the brand stories, educating them about the heritage and helping them to appreciate the craftsmanship behind the luxury brands.
•  West Elm, a tableware retailer uses retail technology with the idea for a purpose-driven furnishings retail brand. The company has formed Pinterest Style Finder, a new online tool that utilizes artificial intelligence to help customers transition style inspiration into products they can be bought at West Elm stores.
• The new tool is an extension of Style + Service, the West Elm’s design consultation program offers customers design, installation and registry services at each of its 100 stores across the U.S., Australia, Canada and the U.K.
• The objective to inculcate retail technology in stores gives an option to customer’s preference and can start learning a style from a single photograph. It can develop a real sense of a customer’s style in a matter of seconds.
•  West Elm and the Williams-Sonoma, Inc. portfolio of brands which deals in tableware retail gives an opportunity of experimenting with new technology to enhance the customer’s experience in retail sector.

HOW IT IS AFFECTING CONSUMERS

• The retail technology gives the immense pleasure of shopping to customers as they can get all information regarding tableware and tabletop products. Customers gets the feeling of content-rich, event-driven environment that immerses the customer in the brand experience and the story.
• They get complete information about the product that suits their styling with the help of artificial technology used by the major retailers in Canada.

Research Strategy:

METHODOLOGY:

Current and Projected Tableware Industry in the US

• The United States tableware market size in 2016 was $6.2 billion, wherein approximately 25% came from online sales.

• The Americans' average annual spend on tableware per consumer unit in 2016 was $24.16. In 2017, the US online sales of housewares including tableware increased by 18%.

• The tableware market is projected to reach $12.7 billion by 2021 in the United States market. Tableware, including food storage, is the top penetrated categories in the United States house ware e-commerce market. 

• The online segment of the United States tableware is projected to have a 7.5% CAGR from 2015-2025, with the metal ware segment having the largest market share of 33.6%.

• Plastic ware is also expected to grow due to microwavable plastic ware's low cost, while busy consumers are becoming attracted to disposable flatware. 

• Global Data also predicts that in the next 5 years, the tableware market growth will also be driven by drinking items such as mugs, glasses, and coffee-making accessories. 

Growth Drivers

• The Americans' way of shopping housewares, like tableware, evolve because of technology as it meets the demands of its buyers for value, personalization, and convenience.
• The growth in the online segment of the United States tableware are driven by the following factors:

• The hosting of different social dining events also grows in popularity impacting the market growth.

• Other factor that impacts the demand for tableware is due to the large population of consumer groups transferring to the United States. This is because there's an increase in the number of those living in rental houses or changing houses, therefore there is a demand on new tableware for their new house.

Research Strategy:

Trend #1: Casual Tableware

Overview

• According to a report by EC4U, ceramicware suppliers have recognized a change in demand towards products that are casually styled, as opposed to more expensive formal designs created from porcelain and bone china.
• Due to this, the plasticware segment of the U.S. tabletop/tableware market will continue to outpace other divisions, including ceramicware products.
• Consumer preferences towards low prices and convenience are some of the reasons why they favor casual tableware such as plasticware against formal ones.

Reason

• It is a trend due to the shifting demand of consumers to the "convenience of microwavable plasticware and disposable flatware" that are preferred by busy consumers.

How it Affects the Industry

• The changing demand of consumers towards casual tableware, such as plasticware, restricts expansion within other divisions of the market like ceramicware. It also provides a challenge for the suppliers in other segments.

Trend #2: Open Stock Assortments

Overview:

• Another consumer trend in the U.S. tableware/tabletop market surrounding its retail channels is the growing consumer demand around open stock assortments by disassembling tableware that were previously sold as sets.
• This trend of open stock assortments experienced success due to the influence of habits of younger generations, such as Millennials.
•  Open stock mugs and bowls are some of the most in-demand tableware products because of their ability to personalize users table settings.

Reason:

• The developing consumer demand towards buying open stock assortments of tableware in the United States is primarily influenced by the purchasing habits of Millennials. Home entertaining is rising, and it typically leads to the personalization of table settings.

How it Affects the Industry:

• This trend led to an increased growth and demand in the U.S. tableware/tabletop market due to the influence of the purchasing habits of Millennials.

Research Strategy:

Online Home Decor/Furnishing: Consumers Trends — Canada

Trend #1: Contemporary and Mid-Century Modern Home Decor

• Contemporary, modern home decor continues to be in high demand for online purchases in Canada. This includes clean, minimalist designs in furniture and home adornments, industrial motifs, and striking pieces of modern art. In particular, mid-century modern furnishings and home decor have made a comeback and have become very popular with Canadian customers.
• Modern home decor is a trend as demonstrated by inclusion of mid-century modern pieces in the prestigious 2019 Toronto Interior Design Show. It has been referenced in articles by Canadian writers in the design field. In addition, the increasing online earnings of companies focused on selling modern decor and furnishings, such as Ikea Canada and Simpli Home, attest to the longstanding popularity of Canadian online shopping for modern decor.
• As a result of the trend, Canadian consumer spending at online retailers offering modern furnishings and home decor continues to grow. Ikea Canada's online sales grew by 18.8% in 2018. Online home decor and furnishings rising star Simpli Home yielded an earnings increase of 424% in 2017.

Trend #2: Custom Home Decor

• Searching for interior design elements unique to their home, Canadians are increasingly choosing custom-made, re-purposed, or do-it-yourself decor. Younger customers use custom-made items to reflect their personality. On the other hand, seniors show growing demand for custom furnishings as a result of changing lifestyles. Interest in items specifically made in Canada is also growing.
• Custom home decor is a trend as described by the Home Furnishings in Canada industry report and an expert opinion article, in which Canadian designer Lindsay Agnew states, "Handcrafted and truly one-of-a-kind pieces have an added value which is why I see designing with authenticity, creativity and unique pieces a big trend for 2019." Online businesses can provide the perfect solution for Canadians shopping for these one of a kind pieces.
• The custom home decor trend has prompted Canadian consumers to flock to businesses such as Trouvaille, which include tailored design pieces offered in conjunction with an interior design service. Increasing home prices are leading Canadians to borrow against their home to fund do-it-yourself home improvement projects and decor ideas.

Research Strategy

Rising Demand and Weak Canadian Dollar

• According to Fifth Story web, the home decor/furnishing market is close to "$10 billion and continues to grow." Major home decor/furnishing retailers in Canada include Ikea. The company sold more than $2 billion worth of furnishing in 2016.
• According to trends published by Fifth Story web, a weak Canadian dollar is one likely "reason for the uptick in home retail spending."
• Trends related to home decor marketing channels published by Market Watch reveal that the home decor segment is expected to see positive growth for "five years" between 2019 and 2024. The report focuses on North America and states that Canada is one of the significant regions defining the global market trends.
• Major players in the home decor/furnishing retail channel in Canada include West Elm, Room and Board, Article, Ikea, Crate and Barrel, Wayfair, and other retailers.
• The parent brand of West Elm (Williams-Sonoma) reported net revenue growth of 9.3% from $1.7 billion in 2018 to $1.8 billion in 2019. Among all of Williams-Sonoma's brands, West Elm emerged had the best growth at 11.1%. This revenue growth indicates a rising demand in the home decor/furnishing products retailed by West Elm.
• Crate and Barrel have more than 130 stores and warehouses with over 7,500 associates in the United States and Canada. Crate and Barrel is a growing and dynamic multi-channel furniture retailer.
• In 2017, Crate and Barrel reported a revenues increase of 10.7% (when compared to 2016) to $1.638 million. This study assumes that the YoY rise in revenue is indicative of the rising demand for its home decor/furnishing products and services.
• The trend on rising demand is published by a reputable market agency Fifth Story web. It also repeats across a plethora of resources and affects several market players in the home decor/furnishing market in Canada.

How Rising Demand Affect Consumers

• A weak Canadian dollar is making "Canadians tend to cocoon" (that is, gather at home). As their presence at home continues increases, it creates a (desire for furnishing) demand for home decor and furnishing. The study assumes cocoon means to retreat to someone's home or to gather at home.
• Staying longer at home makes them choose to invest "more time and money in their homes." This stay leads to a rise "in home retail spending."
• Demand occurring at a time of weak Canadian dollar pushes Canadians and people from the United States to seek budget-friendly, as well as trendy home décor. The study assumes that the above interplay of market forces leads consumers to social and digital media to conduct "research, selection, and validation" processes for the home decor/furnishing items to buy.

Sales through Social and Digital Media

• Recent trends published by Fifth Story reveals that smart home furnishing retailers are selling more by taking advantage of "social and digital media."
• The Canadian website of West Elm advertises home decor and home accessories using digital media. The resource announces bonuses and reveals new arrivals.
• West Elm leverages Facebook for advertisement. The general Facebook page of West Elm advertises furnishings and has over 1 million likes and over 1 million followers. The page has been in existence since 2008.
• West Elm also leverages social media to advertise to customers in specific cities. The Facebook web page of specific to West Elm at 109 Atlantic Avenue, Toronto, Ontario, is used to showcase home decor/furnishing and has over 3000 likes and over 3000 followers. This website targets residents of Toronto, Ontario.
• Crate and Barrel utilizes social media and other digital marketing channels. Its Facebook channel has over 800,000 likes and over 800,000 followers. It has more than 130 stores and warehouses with over 7,500 associates in the United States and Canada. The page has existed since 2007.
• The trend on sales through social and digital media is published by a reputable market agency known as Fifth Story web. It also repeats across a plethora of resources and affects several market players in the home decor/furnishing market in Canada.

How Social Media and Digital Affects Consumers

• About 29% of consumers are more likely to purchase a piece of home decor/furnishing on the same day. This statistic is accurate if they utilize social media to assist their shopping process either before or during the purchase trip.
• Consumers who are using social media while processing their purchases are "4 times more likely to" spend higher sums of money than non-users.
• High-frequency shoppers are known to use digital 50% more when compared to low-frequency shoppers. This insight suggests that digital increases the frequency of purchase.
• Consumers leveraging the digital space get inspired by marketing efforts, as they read reviews and testimonials, as well as engage in comparison.

Focus on Reviews and Testimonials

• Recent trends published by Fifth Story reveals that Canadian home decor/furnishing consumers are getting inspired by the efforts of marketers but also rely on "reviews and testimonials."
• West Elm has over 250 user reviews on the Consumer Affairs web.
• Several West Elm furnishings have user recommendations on its Ontario Canada Facebook page in the form of likes.
• Crate and Barrel has over 250 user reviews on the Consumer Affairs web.
• Crate and Barrel has consumer reviews and recommendations on its Facebook web in the form of likes and shares for advertised furnishings.
• Canadian Furniture Show has several reviews and testimonials on its Facebook page. The Facebook page was created in 2010 and has acquired over 1,700 followers.
• The trend on consumer focus on reviews and testimonials is published by a reputable market agency known as Fifth Story web. It repeats across a plethora of resources and affects several market players in the home decor/furnishing market in Canada.

In-Store Experience

• Recent trends reveal that reviews, testimonials, as well as comparison shopping, are "leading to online or in-store purchases."
• Online reviews and testimonials are influencing consumer purchase decisions. However, a significant number of consumers still desire "in-store experience where they can feel" as well as touch the furnishings they intend to buy.
• Apart from implementing online marketing, the Canadian website of West Elm reveals it's brick and mortar store locations to consumers in Canada. Brick and mortar locations where consumers can have in-store experience include Calgary in Alberta, Vancouver in British Columbia, and Toronto in Ontario.
• Canadian Furniture Show organizes in-house exhibitions/furniture shows to give consumers the privilege to see and feel its home decor/furnishing items.
• The trend on consumer need for in-store experience is published by a reputable market agency known as Fifth Story web. It repeats across a plethora of resources and affects several market players in the home decor/furnishing market in Canada.

How In-Store Experience Affects Consumers

• Several consumers want in-store experience because it allows them to "feel and touch their new furnishings" before buying.
• The omnichannel retail space/purchase journey leverages "multiple touch points," and retail stores is one of them. In-store experience presents the retailers an opportunity to maximize one of these touch-points.
• This process (in-store exhibitions) boosts consumer experience. For both consumers and retailers, "in-store is a new reality." The study assumes in-store experience gives consumers the real feeling they desire to have about the home decor/furnishing.

Research Strategy

Visual Search

• Visual search has become important for consumers in the online home décor and furnishings market.
• Instead of having to remember the names of brands and typing them, customers use visual search, which "reads images to identify color, shape, size, and proportions, even text to identify brand and product names."
• According to eMarketer, "72% of US internet users regularly or always search for visual content before making a purchase."
• For 31% out of about 12 million survey participants in a global survey (including the US), after apparel, home décor is the retail category for which they use visual search.
•  60% of Pinterest users have used the platform to make decisions for home décor purchases. According to Pinterest, its users make more than 2.3 billion home décor saves and 1 billion home décor-related Pins annually.
• Also, on Instagram, the top 15 most influential Home & Garden business accounts (excluding crafts) have about 44.3 million followers altogether. The hashtags, "homedécor" and "interiordesign," have approximately 116.5 million posts.
• According to Deloitte, ultra-personalization, interconnectedness, and hyper-efficiency, which are facilitated by visual search navigation, are consumers' top demands from online retailers, as well as offline retailers.
• Due to this growing consumer mindset, retailers in the home décor space need to use visual search navigation technology to appeal to consumers. Brands that adopt this strategy will see a 30% increase in digital commerce revenue by 2021.

Increase In Demand

• Consumer interest in buying furniture online has been growing slowly, with only about 11% of US consumers preferring to purchase furniture online. However, with about 18% of US consumers preferring to buy furniture, home furnishings, and accessories through online channels, online retailers such as Casper, Tuft & Needle, and Amazon are experiencing successes in the category.
• Consumers are beginning to see the advantages of buying their furniture online.
• They have become increasingly attracted to online purchases of furniture and home furnishings due to the emergence of "bed in a box" companies like Casper and Tuft & Needle, which offer lower-priced mattresses with free delivery, generous try-out, and money-back guarantees.
• Quick shipping, low prices, and "hard-to-pass-up" offerings from online retailers like Wayfair and Overstock are motivating consumers to buy top-shelf home decor, kitchen and bath items online instead of in-store.
• Another reason for the increase in demand for home décor and furnishings via online channels is that "consumers want to understand the look and feel within a decorated space."
• In 2018, revenue from online sales of furniture and home furnishings in the US was $65.1 billion. It is projected to reach $100 billion in 2022.
• By 2023 the online channel is projected to account for 14.4% of total online retail sales in the US.

Research Strategy

Top Tabletop/Tableware companies based on online traffic:

1. Linen Chest

• Website: www.linenchest.com
• Overview: Through its website, Linen Chest sells various tableware products such as dinnerware, serveware, flatware, and table linens.
• Total Visits: 548,870 in September 2019

2. Stokes

• Website: www.stokesstores.com
• Overview: Some of the more popular Stokes tableware products include dinnerware, drinkware, flatware and linen, and table accessories.
• Total visits: 296,800 in September 2019

3. Pfaltzgraff

• Website: www.pfaltzgraff.com
• Overview: Pfaltzgraff focuses on tableware products such as dinnerware, serveware, drinkware, and flatware.
• Total visits: 154,550 in September 2019

4. Pier 1

• Website: www.pier1.ca
• Overview: Through its website, Pier 1 sells various tableware products such as dinnerware, serveware, glassware, barware and linen, and table accessories.
• Total visits: 121,260 in September 2019

5. Crate and Barrel

• Website: www.crateandbarrel.ca
• Overview: Crate and Barrel sells dinnerware, drinkware, flatware, serveware, and table linens through its online store.
• Total visits: 86,610 in September 2019

Other Tabletop/Tableware companies selling through online channels in Canada:

 William Ashley China Corporation 

• Website: www.williamashley.com

 Murata 

• Website: https://murata.ca

 Villeroy & Boch

• Website: www.villeroy-boch.ca

 Utsuwa-No-Yakata 

• Website: www.utsuwa.ca

Research Strategy:

Key Players in Canadian Tabletop/Tableware Retail Channels

 WMF 

• Established in 1853, WMF is an international provider of high-quality tableware products. WMF's products include cups, plates, children's tableware sets, egg cups, salad bowls, serving plates, and serving bowls. The company has a revenue of $855.96 million.

 Libbey 

• Established in 1818, Libbey is a large glassware manufacturer and bills itself as one of the world's largest tableware suppliers. The company specializes in glassware, tableware, dinnerware, and silverware. The company has a revenue of $798 million.

 Zwilling J. A. Henckels 

• Established in 1731 by Peter Henckels, Zwilling J. A. Henckels (part of the Wehahn-Group) is one of the oldest brands in the world. Henckels specializes in the manufacture of knives and tableware. The company has a revenue of $751 million.

 Corelle Brands LLC 

•  Corelle Brands LLC has been operating globally for nearly over a century, and its brand portfolio includes Pyrex, CorningWare, Snapware, Chicago Cutlery, OLFA, and Cornelle. The company has a revenue of $507.31 million.

 Lenox Corporation 

• Established in 1889, Lenox Corporation has over a century of experience in providing tableware, barware, and kitchenware. Some brands under Lenox are Kate Spade New York, Dansk, and Reed & Barton. The company has a revenue of $310.43 million.

Research Strategy

Corelle Brands LLC

• Official website link here.
• Estimated revenue of $300 million.
• Corelle prides itself on having the most durable dinnerware set in the world.
• They have a proprietary three-layered glass that distinguishes itself from its competitors.
•  The brand offers to replace any dinnerware that will be chipped or broken within 3 years from the date of purchase.
• Examples of products they offer are Almafi Azul dinnerware set.
•  Other offerings include Corelle Cordoba Dinnerware 16 Piece Set, Corelle Livingware Ocean Blues Dinnerware 12 Piece.

Royal Doulton Company

• Official website link here.
• Estimated revenue of $203.3 million.
•  Royal Doulton offers a variety of products including Dinnerware Sets, Plates, Bowls, Mugs & Cups, Serveware, Children's Dinnerware, Flatware & Cutlery, Glassware & Bar Figurines.
• The company has two major designers collectionthat is Ellen Degeneres and Gordon Ramsay.

Lenox Corporation

• Official website link here.
• Estimated revenue of $160.2 million.
•  The company is the leader in flatware and its products are rust free and designed to last a lifetime.
•  It is the only fine bone china factory in the United States.
• The company uses its original patterns for their tableware.
• The company ensures it provides a classic-meets-contemporary landscape by mixing modern pieces and old favorites.
•  The company produces dinnerware, flatware, and kitchenware.

ZAK Designs Inc

• Official website link here.
• Estimated revenue of $95.6 million.
• The company prides itself on producing unique dishes.
•  Its goal is to add color and make the table fun by experimenting with bold patterns.
•  The company produces dinnerware, drinkware, outdoor dining, and zak drinkware exclusives.

The Pfaltzgraff Co

• Official website link here.
• Estimated revenue of $53.6 million.
• The company has over 100 patterns for every home tableware needs.
•  Its most popular collections include Plymouth, Cambria, Rustic Leaves and painted poppies.
•  Its popular patterns are Villa Della Luna, Painted Poppies, Filigree, Rustic Leaves, Tea Rose, Winterberry, Yorktowne, Cambria, Taos, and Plymouth.

Your Research Team Applied The Following Strategy

Top five Online Suppliers

Wayfair LLC

•  Wayfair 
• Wayfair is an online store focused on all aspects of the home. Wayfair.ca was launched in 2016, and was the company's opportunity to branch out to their Canadian clientele, bringing them a wide selection of home goods at all different price points.
• Net sales at $445.3 million US in 2018

Home depot

•  Home depot 
• Offers a wide selection of do-it-yourself or installation selections for Canadians looking to update or uplift their homes. Along with a wide variety of online home decor options, they also offer professional installations and tool rentals.
• Net sales at $474.4 million US in 2018

Costco

•  Costco 
• Initially a membership warehouse club in competition with Price Club, Costco opened in its first warehouse in 1983, and has since brought savings and wholesale prices to the consumer. Launching their Canada based website has broadened the company's ability to offer home goods at competitive prices.
•  $1037.5 million US in 2018 (source 5)

Amazon

•  Amazon 
• Amazon Canada is an online retailer that opens up the markets, making a competitive playing field for small and medium-sized Canadian companies. This retailer offers all manners of products and consumer goods, with some of the most popular commerce being home goods.
•  $3647.2 million US in 2018

Bed Bath and Beyond

•  Bed Bath and Beyond 
• Bed Bath and Beyond is a home decor retailer focusing on domestic merchandise and home furnishing. Home decor items include items such as: wall art, lighting, rugs, and holiday fixtures. (source)

•  $112.7 million US in 2018

Research Strategy

BED BATH & BEYOND INC.

• Overview- Bed Bath & Beyond Inc. has a range of domestics merchandise and home furnishings. The buyers can purchase products either in-store, online, through a mobile device, or a customer contact center.
• Revenue-$12 billion in estimated annual revenue.
• Website — Link 

LEON'S FURNITURE LTD.

• Overview — Leon's Furniture Ltd. is one of the leading retailers in the furniture market in the whole of Canada. The Company was conceived in 1909.
• They sell pants, blankets, shoes, linens, and other soft goods at a fair price to his growing list of customers. It quickly established its reputation because of being honest, honorable, and caring, with particular attention paid to standing behind the goods sold.
• Revenue- $1,710,000,000 in estimated annual revenue.
• Website -Link

IKEA CANADA LP

• Overview — Ikea Canada LP not only sells household furniture products but also provides storage furniture, TV solutions, small storage, sofas, and armchairs.
• They have been leading (in terms of value) in home furnishings since 2018. IKEA aims to become a leader in multichannel home furnishings in the country.
• Revenue — $1,196,550,000.
• Website -Link  

HOMESENSE

• Overview- HomeSense is a home furnishing store. They deliver great value on different selections of exciting top brands and home fashions from around the world. HomeSense, together with Winners and Marshalls, comprise TJX Canada.
• Revenue — $3,870,000,000 in estimated annual revenue.
• Website-Link

HOME OUTFITTERS OF HUDSON'S BAY COMPANY

• Overview- Home Outfitters is a fashionable home store delivering value and quality with unmatched service. It is Canada's first home specialty store, which has been a one-stop-shop for all things kitchen, bed, and bath for countless satisfied customers.
• Revenue — $2,832,000,000 in estimated annual revenue.
• Website -Link
•  Facebook Page

RESEARCH STRATEGY

Top Five Home Decor/Furnishing Retailers in the U.S.

1. Bed Bath & Beyond

•  This link is to Bed Bath & Beyond's website.
• Bed Bath & Beyond sells home furnishing and decor products, such as kitchen textiles, bath items, and bed linens.
• The company has approximately 994 retail stores in the U.S., with a presence in each state.
• The company does business through its several brands, which are Bed Bath & Beyond, World Market, Christmas Tree Shops, buybuy BABY, Cost Plus, Christmas Tree Shops and That!, Harmon, Cost Plus World Market, and Harmon Face Values.
• Bed Bath & Beyond's 2018 revenue totaled $10.72 billion.

2. IKEA

•  This link is to IKEA's website.
• IKEA has a long-standing history, which dates back to 1943.
• The company sells home accessories, appliances, and "ready-to-assemble furniture."
• There are approximately 40 IKEA stores in the U.S. California is the state with the most IKEA stores (eight), followed by Florida with four.
• IKEA's product offerings center around five principles, which are quality, low-price, form, sustainability, and function.
• IKEA's 2018 revenue amounted to $5.91 billion in 2018.

3. Wayfair

•  This link is to Wayfair's website.
• Wayfair has been in business since 2002.
• The company does business through its five brands, which are Wayfair, Joss & Main, AllModern, Birch Lane, and Perigold.
• Wayfair sells over 14 million products.
• The company's offerings span all price points and styles.
• Wayfair's 2018 revenue totaled $5.75 billion.

4. HomeGoods

•  This link is to HomeGoods' website.
• HomeGoods has been in business since 1992.
• The company has been described as "a national, off-price retailer" that sells a wide assortment of home decor/furnishing products such as rugs, bedding, pillows, and much more.
• HomeGoods stated that the prices it charges are 20-60% less than what specialty stores and department stores charge for the same items.
• In 2018, HomeGoods' revenue was $5.74 billion.

5. Williams-Sonoma

•  This link is to Williams-Sonoma's website.
• Williams-Sonoma's history dates back to 1956.
• The company's brands include Williams-Sonoma California, Williams-Sonoma Home, Pottery Barn, Pottery Barn Kids, Pottery Barn Teen, West Elm, Mark and Graham, and Rejuvenation.
• Through its brands, Williams-Sonoma's wide array of offerings range from lighting, to furniture, to curtains, to rugs, and much more within the home decor/furnishing space.
• Williams-Sonoma has a brick-and-mortar presence in 43 states in the U.S. amounting to 579 stores.
• Williams-Sonoma's revenue in 2018 totaled $5.47 billion.

Research Strategy

Canada's Online Channel Market Size for Tableware/Tabletop

Canada's Total Tableware Market Size

• In 2018, the retail sales for tableware, kitchenware, cookware, and bakeware in Q1 was CAD$592.73 million (US$461.3 million), CAD$660.28 million (US$503.5 million) in Q2, CAD$746.82 million (US$580.5 million) in Q3, and CAD $1.021 billion (US$748.6 million) in Q4. [calculations available in the research strategy]
• The total tableware market size in Canada as a sum of all retail sales per quarter in 2018 amounted to $2.294 billion. [calculations available in the research strategy]

Market size for tableware online channel

• The estimated market size of the online channel for the tabletop/tableware market in Canada is US$389.96 million. [calculations available in the research strategy]

Additional Information

Global Tableware Market Size

• The global tableware market size in 2018 was US$40.1 billion.
• It is projected to witness a CAGR of about 6% from 2019 to 2025.
• The global tableware market is expected to surpass US$41 billion by the year 2020.
• The global offline channel for the tabletop/tableware market made up 83% of the 2018 market size. Therefore, it is reasonable to assume that the online channel accounted for 17%.
• The online channel for the tabletop/tableware market is expected to expand at a CAGR of 7.5% CAGR from 2019 to 2025.

U.S. Market Size

• By 2021, The tableware and kitchenware market is expected to be valued at US$12.7 billion.

Research Strategy:

Calculation

Assumption

Further Calculations

Tabletop/tableware Market in Canada

• In 2019, the total retail sales for the tabletop/tableware segment of the housewares market in Canada is expected to reach CAD 1.05 billion (calculations below).
• The CAGR of the tableware, kitchenware, cookware, and bakeware segments in Canada between 2014 and 2018 was 2.73% (calculations below).
• In 2014, the total retail sales of the tableware, kitchenware, cookware, and bakeware segments in Canada was CAD 2.71 billion (calculations below).
• In 2018, however, the total retail sales of the tableware, kitchenware, cookware, and bakeware segments in Canada grew to reach CAD 3.02 billion (calculations below).

Research Strategy

Calculations:

Share of tabletop segment in the United States housewares market

• Tabletop: $470,581,000 + $533,604,000 = $1,004,185,000
• Cooking/kitchen: $782,747,000 + $741,494,000 = $1,524,241,000
• Small appliances (kitchen electrics): $1,279,385,000 + $1,258,210,000 = $2,537,595,000
• Small appliances (personal care) : $1,558,369,000 + $1,519,252,000 = $3,077,621,000
• Small appliances (floor care): $1,089,322,000 + $1,090,000,000 = $2,179,322,000
• Home (kitchen and dinning textiles): $213,062,000 + $225,055,000 = $438,117,000

The Tabletop market size in Canada in 2017

CAGR

• Initial value: CAD 2,712,730,000
• Final value: CAD 3,020,740,000
• Period: 4
• Growth rate: Unknown variable

The Tabletop market size in Canada in 2017

• Initial value (2017 retail sales): CAD 998.31 million
• Final value (2019 retail sales): Unknown variable
• CAGR: 2.73%
• Period: 2

MARKET SIZE FOR TABLETOP/TABLEWARE IN THE US

• In 2015, the tableware market size in the US was $5.7 billion and $6.2 billion in 2016 at a CAGR of 8.8%.
• The above tableware market size comprises glassware, ceramicware, metalware, and plastic/fiber ware.
• Based on the 8.8% CAGR, tableware market size in the US for 2018 is $7.34 billion, while the year 2019 is estimated to be $7.99 billion.
• In the glass tableware manufacturing industry, Libbey Inc. is among the world's leading manufacturers.
• For the 2018 full-year report of the company, E-commerce sales accounted for about 12.1% of total sales ($483.7 million) in the US and Canada.
• A recent study indicates that E-commerce sales in the US will account for 10.7% out of all retail spending in the country, as against 9.7% in 2018.
• The market size for the online channel for the tabletop/tableware market in the US is estimated at $800.06 million (see triangulation below).
• The market's growth rate (CAGR) for the online channel for the tabletop/tableware market in the US is projected at 7.4% (see triangulation below).

RESEARCH STRATEGY

Retail Market Size

• Retail sales for dinnerware is USD 649 Million in 2017.
• Retail sales for cutlery is USD 695.4 Million in 2017.
• Retail sales for drinkware is USD 534.4 Million in 2017.
• The estimated retail tableware market size is USD 1.879 Billion [calculations available in the research strategy].

Additional Information

• Global tableware is expected to post a compound annual growth rate (CAGR) of 10.3% by 2023.
• The ceramic tableware market will register a CAGR of more than 5% by 2023.
• The glassware market is expected to post a CAGR of more than 3% by 2023.

Research Strategy

Market size of the online channel for the home decor/furnishing market in Canada

Global Online Home Décor Market Size:

• The market size for global Online Home Décor market (including furnishing) was $362 million in 2014.
• Average annual growth rate of the market is 4.24% from 2014 to 2017.
• For 2017, the global Online Home Décor market (including furnishing) was $410 million. 
• By 2022, the market for global Online Home Décor (including furnishing) is expected to reach $530 million. 
• By 2025, the Global Home Decor (including furnishing) market size is expected to reach $792.6 billion, growing at a CAGR of 4.9% from 2019 to 2025.

Canadian Market

• According to Statista, for 2019, the market size of the furniture market is $29,868 million (or $29.868 billion) in Canada.
• The expected growth rate for the market is 1.3% (CAGR 2019-2023) annually.
• By 2023, 11% of total revenue in the furniture market will be generated through online sales.

Global Market:

• In 2017, the global market size for the furniture market was $331.21 billion, growing at a CAGR of approximately 5.2% from 2018 to 2024.
• By 2024, the market is expected to reach $472.30 billion.

• Based on the calculations, we were able to calculate the estimated size of the online channel for the home decor/furnishing market in Canada to be approximately $37.03 million.

Research Strategy

Calculations

• In 2017, the global market size for furniture market was $331.21 billion, growing at a CAGR of approximately 5.2% from 2018 to 2024. Using the Omni calculator, we calculated the global market size for furniture market for 2019 to be $366.55 billion.

• According to Statista, for 2019, the market size of the Furniture market is $29,868 million (or $29.868 billion) in Canada. The expected growth rate for the market is 1.3% (CAGR 2019-2023) annually. Therefore, percentage share of the Canadian market in the total global market would be = ($29.868 billion/$366.55 billion) x 100 = 8.15% approximately. This percentage was further used to calculate the size of the online channel for the home decor/furnishing market in Canada.


• The market size for global Online Home Décor market (including furnishing) was $362 million in 2014.
• The average annual growth rate of the market is 4.24% from 2014 to 2017.
• For 2017, the global online home décor market (including furnishing) was $410 million.
• By 2022, the market size for global Online Home Décor (including furnishing) is expected to reach $530 million. 

• From the data detailed above, we used the Omni calculator and calculated the growth rate (%CAGR) for global Online Home Décor (including furnishing) between 2017 and 2022 to be 5.27%. We used this CAGR value to further calculate the market size for global Online Home Décor (including furnishing) for 2019. Therefore, for 2019, the market size for global Online Home Décor (including furnishing) would be $454.35 million.

• Then using the above mentioned data along with the percentage share of the Canadian market in the total global market, we can then calculate the size of the online channel for the home decor/furnishing market in Canada. As we triangulated earlier, the percentage share of the Canadian market in the total global market is approximately 8.15%. Therefore, for 2019, the size of the online channel for the home decor/furnishing market in Canada would be 8.15% of $454.35 million or $37.03 million. The estimated size of the online channel for the home decor/furnishing market in Canada is calculated to then be approximately $37.03 million.

Canada's Retail Channel Market Size For Home Decor/ Furnishing

Total Home Decor/Furnishing Market Size

• Total retail sales in Canada in 2018 was CA$605.9 billion, while the core-retail sales accounted for CA$376.9 billion, excluding automotive and gasoline.

• The 2019 total retail market size for the furniture and homeware market in Canada is US$2,439 million.
• This is expected to see a 9.2% CAGR in market volume, amounting to US$3,467 million by 2023.
• The 2019 total furniture market size is US$29,868 million in Canada.
• This is expected to see a 1.3% CAGR between 2019 and 2023.

Market Size By Sales

Seasonally Adjusted Sales

• In June 2019, the seasonally adjusted retail sales for furniture and home furnishing was CAD$1,628.1 million (US$1,245.5 million conversions based on historical), while in June 2018, it was CAD$1,554.8 (US$1,185.7 million).
• The trend value is CAD$1,638.9 million (US$1,253.8 million).
• There was a 4.72% year-on-year growth between June 2018 and June 2019 and a 0.92% growth between May 2019 and June 2019.

Unadjusted Sales

• In June 2019, the unadjusted retail sales for furniture and home furnishing was CAD$1,616.4 million (US$1,236.5 million), while on June 2018, it was CAD$1,565.6 million (US$1,193.9 million).
• The trend value is CAD$1,595.3 million (US$1,220.4 million).
• There was a 3.24% year-on-year growth between June 2018 and June 2019 and a 4.59% growth between May 2019 and June 2019.

Additional Information

Home Decor and Furnishing Market Margins

• In Canada, retail furniture stores have a profit margin of about 5% and gross margin of approximately 35%.
• In Canada, retail home furnishings stores have a profit margin of about 6% and gross margin of approximately 42%.

Research Strategy

Insights into the Market Size (all data for 2019)

• According to Statista, the breakdown of revenue by sales channel for US home furnishing market is
• Retail (Offline) — 83% 
• eCommerce (Online) — 17% 
• Also, the eCommerce market size in the US home furnishing segment is $44.483 billion.
• Based on the above figures, the retail market size of the US home furnishing segment is $217.182 billion.

Additional Findings

• The CAGR for the eCommerce segment of the US home furnishing market is 6%.
• The global home decor market size was worth $582 billion in 2017.
• The US furniture and homeware retail sales were $111.47 billion in 2016.

Research Strategy

Calculations

• The eCommerce market size of US furniture and homeware segment = $44.483 billion 
• The eCommerce market share of US furniture and homeware segment = 17% 
• The retail market retail of US furniture and homeware segment = 83% 
• The retail market size of US furniture and homeware segment = [($44.483 billion)÷(17%)]*(83%) = $217.182 billion

Corelle Brands Holdings, Inc.

• Corelle Brands website can be found by clicking this link.
• Founded in 1915, this company has launched several brands that are related to cookware, dinnerware, and household tools, including Corelle, Pyrex, CorningWare, Snapware, Chicago Cutlery, and OLFA.
• The products that are manufactured by Corelle Brands have been winning many awards, such as Spark, Global Innovation Awards, Good Design, Australian International Design Award, International Design Excellence Awards, Housewares Design Awards, and IHS Markit.
• In the second quarter of 2019, Corelle Brands Holding Inc. reached $300 million in revenue.

Lenox Corporation

• The official website of Lenox Corporation can be found by clicking this link.
• This company was founded in 1889 by Walter Scott Leno x. Lenox Corporation also has manufactured several famous patterns and designs on their tableware collection, such as Belleek, White China, Golden Glow, and Jolly Holiday.
• Lenox tableware items were the first American china to be used in the White House.
• In the fourth quarter of 2019, Lenox Corporation reached $160.2 million in revenue.

Libbey Inc.

• The official website of Libbey Inc. can be found by clicking this link.
• This company was first founded in 1818 in East Cambridge, Massachusetts before it was moved to Ohio.
• Libbey Inc. has created many glassware, tabletop, dinnerware, and cookware brands across the globe, including Libbey, Crisa, Royal Leerdam, Lunita, Santa Elenita, Pyrorey, Royal Leerdam Finesse, Syracuse China, World Tableware, Schönwald Germany, Playground, and Viva Scandinavia.
• In the second quarter of 2019, Libbey Inc. managed to reach $206.9 million in revenue.

Lifetime Brands, Inc.

• The official website of Lifetime Brands, Inc. can be found by clicking this link.
• Lifetime Brands, Inc., previously named as Lifetime Cutlery Corporation, was founded in 1945.
• Lifetime Brands, Inc. has produced many reputable kitchenware and tableware brands, including Farberware, KitchenAid, Sabatier, Amco Houseworks, Chef’n, Chicago Metallic, and Copco.
• This company also gave over $1 million to the Housewares Charity Foundation and other fundraising events, including the Haiti Relief Fund, America’s Second Harvest, and University of Chicago Integrated Breast Cancer Research Laboratory.
• In the second quarter of 2019, Lifetime Brands, Inc. managed to reach $142.5 million in revenue.

Mikasa & Company

• The official website of Mikasa & Company can be found by clicking this link.
• This company was founded in 1948 by George Aratani in California.
• Mikasa & Company offers numerous varieties of products, such as dinnerware, crystal stemware, barware, flatware and decorative accessories with approximately 500 designs available.
• In the first quarter of 2019, Mikasa & Company reached $115.9 million in revenue.

Research Strategy

Ethical and Sustainable

•  Consumers, nowadays, shop for home furniture not only because they like it but also if it is good for the environment.
•  Consumers want products that are sourced and manufactured ethically.
• Also, they want to shop for products that make them feel good and share their values

•  Sustainable Furnishing Council (SFC) researched consumers' preferences in home furnishing.
•  Consumers were asked on a range of sustainability issues and how concerned are they.
•  In 2009, half of the respondents they interviewed were worried.
•  In 2017, the number had doubled with just about all respondents were concerned.
• Over 90% of the respondents express interest in buying environmentally safe home furnishing provided that the cost and style are similar to other options.
• Additionally, half of them are willing to pay more for eco-friendly products.
•  Many stores in the US are already taking a lead in this trend. Ikea challenges its customers to become instigators of social change.
• Boston-based Circle Furniture capitalizes that a healthy home start with a healthy environment.
•  Lawrence Furniture in San Diego includes a list of sustainability initiatives on their website and in-store signages.
• It may also be noted that consumers will likely purchase sensitive lighting that enhances energy and sleep, indoor noise control and improved air quality. Additionally, people will take more interest in nature to create a sense of peace indoors.

•  Ethical and sustainable fashion speaks to a company's brand as well as the beliefs of the leaders.
•  More and more companies are following the sustainable path since it is a growing concern to consumers.

Webrooming

•  Consumers report shows an increasingly common phenomenon called "webrooming", where customers research products on-line then head into a brick-and-mortar store.
• A large percentage of furniture consumers research online before heading into a brick-and-mortar store.

• In 2016, 47% of millennial research online before heading to a furniture store while 40% are Generation X.
• A study by Perq surveyed more than 9,000 consumers and found out that 70% of consumers shopping for furniture begin the process online.
• In the National Retail Federation's research, They found out that more than 57% of consumers buy at physical stores. Also, 80% of research furniture on-line before purchasing. [s4].
• In 2018, $53.6 billion is the accumulated web-influenced In-store sales.
• According to Retail Customer Experience, 90% of furniture shoppers use online research to compare products but only 14% indicate they prefer online purchases.

•  Companies are now engaging in how to balance their online and offline retailing.

Your Research Team Applied The Following Strategy