Challenges Ahead for the Home Improvement Industry
Home Improvement is second only to home furnishings in the Home and Garden category in terms of value sales. The industry grew by just under 2% globally in 2015 despite a significant decline in Russia, one of the top 5 markets in Europe. Despite this growth, the industry faces many challenges in the mature markets of Europe and North America, where a number of demographic and socio-economic factors are changing the traditional Home Improvement consumer. Manufacturers and retailers face the need to adapt these to both their brand offering and selling space.
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