Kids Room Decor Market: Canada

Delivered August 21st, 2019. Contributors: Daisy, Hellen O., Jeffery O. and

Early FindingsKids Room Decor Market: Canada

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Canada Kids Room Decor Market: Trends

Due to lack of publicly available information, we couldn't find the top 5-7 trends in the children's room decor and furnishings market in Canada. However, we attempted to triangulate these trends by analyzing the most popular items bought on top kids’ decor and furnishings platforms which included monochrome drawers, twin beds and storage beds and patterned colorful curtains.
TWIN BEDS AND STORAGE BEDS Twin beds are more popular than single beds. 
 Customers prefer storage beds. 
MONOCHROME DRAWERS Popular drawers in kids rooms are mostly monochrome as opposed to multicolored. 
METALLIC BEDSTEADS AND FRAMESConsumers seem to prefer metallic bedsteads and frames to wooden or plastic due to the number of buys across platforms and likes of up to 4000+ such products. 
PATTERNED AND COLOURED CURTAINS WITH POPULAR CARTOON MERCHANDISEAmongst the popular items were colorful curtains with popular cartoon merchandise. 
In addition, multi colored bedding with popular cartoon merchandise and similar patterns are very popular. 
YOUR RESEARCH STRATEGY APPLIED THE FOLLOWING STRATEGY We began our research by looking for all the precompiled information available to establish the top 5-7 trends in the children's room decor and furnishings market in Canada. 

Our initial strategy was to look through market and industry reports and analysis for trends in the kid's room furnishings and decor market in Canada. This search spanned reputable report databases like Transparency Market Research, Market Watch, Globe News and so on. There were no reports on kids’ room decor, furnishing market or related keywords, only general home decor probably because the market is really specific.

Secondly, we searched for articles, press releases, featured stories and related materials on popular, top items in kids room furnishings and decor across several reputable platforms including Decorators and Designers Association of Canada, Canadian Home Trends, Style Meets Comfort, Tonic Living, HGTV and so on. Available information was on general home decor and furnishings and only random ideas, too random to be considered as popular or any similar metric, on kids’ rooms and nurseries. This was probably because the kids room furnishings and decor ideas publicly available online differ from what is feasible. Alternatively, we scoured reputable kids furnishings and home decor forums like Tripadvisor, Red Flag Deals to estimate from frequency of ideas. Discussions were on decor and furniture consultants not ideas so we couldn't perform any analysis from this strategy.

Thirdly, we took to popular kid's furnishers in Canada including West Coast Kids, Kids at Home, Wayfair.ca, Walmart.ca. From these we analyzed the furnishings that were on high demand (popular, hot, bestselling and similar filters) across several platforms. From our analysis we discovered that amongst the popular items were monochrome drawers, twin beds and storage beds, patterned colorful curtains with famous cartoon merchandise and made in Canada items. We ensured our findings were consistent across different platforms.

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Kids Room Decor Market: Canada

While there is no publicly available information to identify the top players in the children's home decor and furnishings market in Canada, some results yielded possible players such as Kids Interior Design Store, Kids at Home, and Bedsmart, which are providers of kids’ furniture and decor in Canada. Below is a deep dive into our findings as well as our research strategies to better understand why the information requested is publicly unavailable.
Pottery Barn KidsThe company's website can be accessed here.
In addition to Canada, Pottery Barn Kids has stores in the USA, Middle East, Australia and mostly recently entered the Philippines market.
The company offers an exclusive collection of children's furniture, bedding, decor and accessories at potterybarnkids.ca and in stores.
The company’s product categories include furniture, bedding, curtains, lighting, and decor among others. Each of the categories has a range of specific products for decor and furnishing of kids rooms.
Recently, Pottery Barn Kids added an adventurous virtual world into real life through a graphic-forward collection of gear, bedding, home furnishings and decor available exclusively at Pottery Barn Kids. It did so in partnership with Minecraft.
In the fiscal year 2018, the ‘Pottery Barn Kids and Teen’ brand, registered a net revenue of $895.762 million. [3]
Kids at Home
Kids at Home's website can be accessed here.
Founded in 2003, Kids at Home focuses on Canadian sourced selection, and also helps represent, support and provide visibility to Canadian designers and products made in Canada.
One of their goals is to “inspire kids of all ages and parents with our growing selection of exclusive treasures and everyday practical lifestyle gadgets”.
They are driven by their motto to ‘design to spark their creativity’.
The company has product offerings in the furniture, playroom, organization, rugs and decor bedding, and lighting categories.
KIDS Interiors Design Store (KIDS)
The company's website can be accessed here.
KIDS was founded over 20 years ago to make shopping for children’s and nursery furniture could be easy and stress free.
It is located in Vaughan, Canada.
KIDS product categories include; bunk beds, beds, cribs, dressers, gliders, desks and bookcases, and accessories.
Some of KIDS's differentiating factors include 100% transparency, working with Canadian and local brands, thinking outside-the-box and out of this world customer service. 
In 2017, KIDS won the ‘Best of 2017’ Award for the third time.
BedsmartBedsmart's website can be accessed here. 
BedsMart is the Kid’s Furniture Line by Forgali. With one of the largest collection of quality, solid wood bunk beds & loft beds in Canada.
Bedsmart’s product categories include bunk beds, loft beds, regular beds & daybeds, bedroom furniture, accessories & kids decor.
Bedsmart prides itself in quality materials that are not only safe but also sustainable and add beauty to the surrounding.
Research Strategy:To determine the top 3-5 players in the children's home decor and furnishings market in Canada, we began by conducting a search on market reports. Our initial research did not reveal any relevant information specific to players in Canada. We however, found the Home Décor Market report published by Transparency Market Research which provided insights into the global market size of home decor market. We also found a report dubbed “Children’s furniture market to grow 4.52% by 2020” from Furniture Today, which was not useful as it focused on the US market rather than the Canada market. Our attempts to find further relevant market reports proved futile. 

As an alternative strategy, we sought to find articles published on reputable sites that discuss Canada’s children's home decor and furnishings market.  We found a publication by Bloomberg that referenced a press release by Business Wire. The article dubbed ‘’Pottery Barn Kids Releases Imaginative Home Décor Collection In Partnership With Minecraft’’ was useful in providing information about Pottery Barn Kids as a key player in the Canada’s children's home decor and furnishings market. Even so, it did not have information on its revenue (which we could use to establish that it is indeed a top player in the market). 

Drawing from the second strategy, we decided to base our third strategy on Pottery Barn Kids to find its revenue and competitors, from which we could compile the list of top players. We established that Pottery Barn Kids is a subsidiary of Williams-Sonoma, Inc. with headquarters in California, US and operating in Canada. In 2018, the brand, reporting as ‘Pottery Barn Kids and Teen’ registered a net revenue of $895.762 million. Our efforts to find its competitors in Canada from reports (annual report) and third party sites like Owler only provided its competitors based in the US, such as Simplybabyfurniture and Roommagic. Therefore, we were unable to proceed with this strategy. 

Our attempts to find further insights from press releases and media outlets proved futile as well as finding any financial information after a thorough search on company websites, news outlets, and third-party company profile databases (such as Crunchbase). We concluded that the financial information is unavailable because the companies may be withholding it for competitive reasons. Besides, the companies are privately owned and hence under no obligation to report on their financials. 

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Kids Room Decor: Canada Market Size

After an extensive search through market research reports, statistics websites, and for studies focused on the Canadian home decor and furnishing space, there was minimal information on the size of the children's home decor and furnishings market in Canada. As such, there was no way to make a reasonable triangulation of the children's home decor and furnishings market in Canada. Below are some helpful findings, as well as a breakdown of the research strategies adopted.
HELPFUL FINDINGSThe current size of the global furniture market is estimated to be $366.55 billion. 
The home decor & furnishing market has three major segments, including furniture, textiles, and floor covering.
The current size of the Canadian furniture market is 29.868 billion. This market comprises segments, which include bedroom furniture, plastic & other furniture, lamps & lighting, living-room & dining-room furniture, kitchen furniture, office furniture, and floor covering.
The 2018 size of the global playroom furniture market was $3 billion. 
As calculated below, the current size of the playroom furniture market in Canada is estimated to be $238.944 million. This figure is assumed to grow at a compound annual growth rate (CAGR) of 1.3%. 
RESEARCH STRATEGY 
We began this research by searching through credible industry market reports and statistics publications such as those from Statista, TransparencyMarketResearch, IBISWorld, MarketResearch, and an industry profile report from the Canadian government, to find the market size and growth rate of children's home decor and furnishings market in Canada. This search, unfortunately, yielded none of the desired information, but only yielded the 2019 market size of the furniture industry in Canada, which is $29.868 billion. This figure is projected to grow at a CAGR of 1.3% from 2019 through 2023. 

Next, we searched for publications, sales data, and production figures of home decor and furnishing products from the major players in the Canadian market, from which we could find insights or statistics which we could use to estimate the sales figures (market size) for children's home decor and furnishings in Canada. However, this strategy failed as we could not even determine the key players in the Canadian market, as the available market reports such as that of Allied Market Research did not provide information on the key players even for the global market.

Also, we looked for third party agencies' surveys and studies of the Canadian home decor and furnishing space with hopes of finding enough information to determine the average amount a Canadian family spends on children's home decor and furnishings, which we could scale up to determine the required market size. Unfortunately, this approach only produced adverts and product listings from furniture manufacturers and sales companies.

Unsatisfied with the general unavailability of the required information, we intensified our search and sought to identify the key players and market segments in the industry and use them to determine the market size of children’s home decoration and furnishings. Doing so, we learned that the 2019 global market size of the furniture industry is $366.55 billion. Also, we found that the global market for playroom furniture had a size of $3 billion in 2018. The growth of this market is catalyzed by a growing focus on child development, as well as a growing awareness of the role of playing in the growth of children.

Furthermore, we found that the products in the playroom furniture market consist of tables, chairs, cabinets, and "others." We then tried to determine the extent to which the playroom furniture market represents the children's home decor and furnishings market and what products would make up "others." For this, we searched for products that are part of the playroom furniture segment of stores. We looked through the product categories in Ashley Home Stores' playroom furniture segment and found products, including beds, bedroom sets, bunk beds, metal beds, headboards, dressers, chest of drawers, nightstands, and storage. These products do not represent the entire children's home decor and furnishings market, which should consist of three broad categories, including furniture, textiles, and floor covering.
CALCULATIONS:To provide helpful information, we tried to calculate the size of the playroom furniture market in Canada, as part of the children's home decor and furnishings market. By aggregating the findings presented above, making some logical assumptions, we were able to calculate the current size of the playroom furniture market in Canada, along with its assumed CAGR, as follows.

The global market size of playroom furniture represents $3 billion/$366.55 billion = 0.8% of the global furniture market. Following from the assumption above, the global market size of playroom furniture represents 0.8% of the global furniture market.  

To get the size of the Canadian market for playroom furniture, we also assumed that the market would represent 0.8% of the Canadian furniture market. That is, 0.008 * $29.868 billion = $238.944 million. Therefore, the Canadian playroom furniture market has an estimated size of $238.944 million. This market is assumed to grow at the same rate as the furniture market in Canada; at a CAGR of 1.3% from 2019-2023.