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Market share shifts amid growing sales

Sales of table linens last year grew 5.8 percent, to $603 million, driven largely by continued strength in licensing, design innovation and aggressive retail pricing, according to HTT's annual The Facts report.

Among all trade channels, home textiles specialty chains, mid-priced chains and off-price stores gained market share at the expense of department stores, discount stores and variety/closeout stores.

However, because of the category's overall sales growth, market share winners won bigger and losers lost less.

For example, discount department stores dipped slightly in market share year over year, from 37 percent to 36 percent, yet the channel's sales increased from $211 million to $217 million. Discount stores commanded about one-third of the category's total retail sales. Off-price chains took a 5 percent share, or $30 million, representing a one percentage point gain.

And while home textiles specialty stores amassed 21 percent, or $127 million, of the business last year, department stores declined to 11 percent, or $66 million. Mid-price chains gained 1 percentage point in market share, last year, taking 16 percent, or $96 million.

Licensing also played a major role in the category over the past year. Licensed goods made up almost one-fifth, or 19 percent, of the total 2002 table linens revenue vs. non-licensed products.

Distribution Channels Share 2002 % Sales 2002 $
sales in $millions 2001 2001
* home improvement centers, military exchanges and gift/home accent stores.
1. Discount department stores 36% $217
37 211
2. Home textiles specialty chains 21 127
19 108
3. Mid-price chains 16 96
115 86
4. Department stores 11 66
13 74
5. Off-price chains 5 30
4 23
6. Variety/closeout 4 24
5 29
7. Single unit specialty stores 3 18
3 17
8. Direct-to-consumer 2 12
2 11
9. Warehouse clubs 1 6
1 6
10. Other* 1 6
1 6


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