Each month, we focus on a specific retail sector and rank retailers against each other using our advanced competitor benchmark feature.
This month, we focused on homeware retailers. An industry experiencing strong growth, with the market projected to reach £17.7 billion by the end of 2025. Fuelled by a rising interest in DIY, personalised interiors, and sustainable living, consumers are increasingly turning to vintage, second-hand, and eco-friendly products. This shift, amplified by social media, has prompted leading retailers such as IKEA to launch circular economy initiatives, including buyback programs and recycling schemes.
What does the industry look like at the start of 2025?
The UK homeware market is expected to grow significantly, projected to reach approximately £17.7 billion by the end of 2025, with a compound annual growth rate (CAGR) of 4.17% forecast through to 2030. In recent years, there has been a noticeable shift in consumer interest in DIY projects and personalised home décor. Particularly with the rise of social media, consumers are leaning towards more unique, vintage, and second-hand items that showcase their own personal design ideas. Alongside this trend, sustainability has become a key priority for shoppers, driving demand for eco-friendly products. As a result, leading retailers such as IKEA have introduced initiatives such as buyback programs and recycling schemes to support a more circular economy.
How to interpret the ASK BOSCO® Index score
The ASK BOSCO® Index assigns a score between 0 and 1000, with most brands and retailers averaging around 500. A higher score reflects stronger digital performance, making it a useful benchmark for measuring growth. Consider it your digital marketing “credit score”. The closer you get to 1000, the more refined and effective your online strategy becomes.
Who topped the table?
What’s the marketing plans for these brands ahead of peak?
M&S
“Love That” Spring 2025 campaign
Launched on March 20th, this campaign aims to capture the uplifting energy of spring and inspire customers to embrace effortless style in clothing and homeware. Set to Amerie’s “1 Thing,” the ad follows the journey of a compliment as it spreads from person to person, showcasing M&S’s latest collections. It’s currently being shown across various platforms, including TV, digital, and social media channels.
Home décor trends for Spring 2025
M&S is focusing on being a leader in home décor, introducing trends such as organic tableware with cabbage leaf-shaped bowls, fruit-themed glassware, and coastal-inspired vases. These offerings aim to help customers refresh their interiors in time for the summer season.
Ikea
Effortless and carefree summer décor collection
IKEA has unveiled a new summer collection emphasizing simplicity but stylish. This range features minimalist designs and natural materials, aiming to create a relaxed and inviting atmosphere in homes during the warmer months. The collection includes items like the VOXLÖV chair, crafted from bamboo and twisted paper cord, and the PÅDRAG vase made of ribbed clear glass. This leans into the consumer interests of sustainability and more eco-friendly products.
Summer essentials campaign
To help customers make the most of the season, IKEA has launched the Summer essentials campaign. This initiative offers a curated selection of products designed for outdoor living, including furniture, décor, and accessories suitable for summer gatherings, barbecues, and relaxation. The campaign encourages customers to extend their living spaces outdoors and enjoy the season to the fullest.
Introduction of electric blue as colour of the year
In its 2025 Style Guide, IKEA announced Electric Blue as its inaugural Colour of the Year. This vibrant shade is intended to inspire playful and whimsical home interiors, encouraging customers to incorporate bold colours into their décor. The guide suggests integrating Electric Blue through various products, such as throw blankets, stools, and table lamps, to add a lively pop of colour to any room
Dunelm
“The Home of Bringing in Spring”
Launched on February, this campaign marks the fourth evolution of the “One That I Want” series. Created by Modern Citizens with media support from Goodstuff, it embraces the spirit of spring renewal by showcasing Dunelm’s diverse product range, including cushions, throws, bedding, and sofas. The campaign is disseminated across various channels such as TV, radio, print, podcasts, and social media, aiming to inspire customers to refresh their homes for the warmer months.
If you’d like to know more about the ASK BOSCO® competitor benchmarking feature and find out where your brand sits on our league table rankings, simply get in touch with us at team@askbosco.com – we’d love to hear from you.
