DECRYPTION – With a trendy offering, a selection of high-end and responsible materials, collaborations with leading names in contemporary design, the major decoration brands are experiencing growing success.
“Beauty at the price of ugliness.” This shocking slogan launched in the 1960s by Denise Fayolle, the style director of Prisunic, and the designer Andrée Putman, artistic director of the group for ten years, has never been more relevant. Since the health crisis, the decoration market has exploded. The French spend more and more time at home and dream of an interior synonymous with a little cocoon. It is therefore not surprising that brands like Zara, H&M Home, Ikea and Monoprix – whose decoration department has shown growth of 4.4% since 2018 – are on the rise.
Certainly, these offer an extremely attractive pricing policy – not insignificant at a time when purchasing power is one of the major concerns of the French – but their brand image has also considerably improved. Trendy offering, quality products, careful design, beautiful finishes, sourced materials, pieces signed by prominent designers have a lot to do with this success…
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