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CBI Product Factsheet:
Natural-fibre Blankets and Throws in Europe
CBI | Market Intelligence Product Factsheet for Natural-fibre Blankets and Throws in Europe | 2
Introduction
Blankets and throws form a large product group in the European market, offering opportunities to exporters in developing
countries. Following light fluctuations in demand due to the economic crisis, the European market for natural-fibre blankets
and throws is experiencing a strong recovery. One driver behind this recovery is the increasing interest in products made
of natural fibres. The addition of value by diversifying your product design, combined with the use of sustainable materials,
special skills and production techniques, can make your products stand out from others when targeting the higher
segments of the Western European market. Because disposable income in Eastern Europe is generally insufficient to allow
people to afford products from these higher segments, opportunities in this area reside largely in the middle-high market
segments.
Product description
A blanket is a piece of cloth designed to provide warmth and moisture absorption to the user, particularly while sleeping,
although this type of bedding is also used for decorative purposes. Blankets are divided into different categories,
depending on their construction, thickness and material:
Traditional blanket – made predominantly of wool, because of the fabric’s warmth.
Quilt – a type of blanket pieced together from many small (or larger) pieces of cloth with a stitching pattern called
quilting.
Throw – a type of bedding and a common accessory to furnishings. Throws are smaller than blankets and can be used
for extra warmth outside the bedroom. Especially common as an accessory on couches with matching
cushions/cushion covers.
For the classification of natural-fibre table and kitchen linens, please refer to Annex I.
Pictures 1-7 provide examples of the most common blankets and throws in Europe.
Material and design
Functionality: Blankets are commonly used as a covering to provide warmth, but this is only one of many functions.
For example, blankets can be used to spread on the ground for picnics or as decorative article on beds or couches.
Throws function primarily as decorations on couches or sofas, while offering the warmth of blankets. As an easy and
inexpensive way to add style to any interior, throws have become very popular accessories. They are being
increasingly introduced into the clothing industry, given their potential as fashionable overcoats. For interior
purposes, throws can be combined with matching cushions or cushion covers to provide the possibility of selling sets.
Raw material quality: Blankets have traditionally been made of wool, due to the fabric’s warmth and its ability to
absorb moisture. They are currently constructed of a variety of raw materials, including wool and cotton. Most
blankets and throws in the European market are woven, although other production methods are possible as well,
including knitting and crocheting. Natural-fibre blankets and throws may consist of cotton, wool, linen or silk.
Blankets and throws can also be made of blended yarns or mixed fabrics. Alternative fibres (e.g. bamboo, jute and
hemp) are also used, albeit relatively infrequently.
Size: Blanket sizes vary according to bed dimensions. In accordance with European bed measurements, blankets are
manufactured in the following sizes:
o 150cm x 210cm (single bed)
o 200cm x 200cm (double bed)
o 240cm x 220cm (king bed)
o 260cm x 220cm (super-king bed)
Other sizes are available as well, depending on the country to which you are supplying blankets. For example, in Germany and the United Kingdom, sizes may differ from the European dimensions mentioned above. It is important to know the sizes before attempting any market-entry efforts. Sizes of throws vary widely in the European market, matching the different bed sizes. The following are typical sizes for throws and quilts:
o 90cm x 200cm
o 130cm x 180cm
o 140cm x 200cm
o 160cm x 200cm
o 180cm x 140cm
o 240cm x 100cm
o 220cm x 230cm
o 260cm x 220cm
Other sizes are also possible.
CBI | Market Intelligence Product Factsheet for Natural-fibre Blankets and Throws in Europe | 3
Design & Style: Blankets can be classified into various types according to their thickness, texture and elasticity.
They come in a wide variety of colours and patterns, depending on their functionality. Throws also come in a wide
variety of colours and patterns: neutral or vibrant colours, striped, checked or plain. Throws can match any style.
Unlike blankets, throws have a more decorative purpose, which makes them more sensitive to fashion trends.
Labelling and packaging
Europe has harmonised legislation regarding the names, composition and labelling of textile products.
Labels for transport normally include information on the producer, consignee, composition and size of the product,
number of pieces, bale/box identification, total number of bales/boxes and weight (both net and gross).
The most important information on the product or packing labels of blankets and throws is as follows: composition,
size, origin and care labelling. For more information and illustrations of product labelling, please refer to ‘Labelling of
home textiles’ under ‘Legal requirements’.
European packaging and packaging-waste legislation includes restrictions on the use of certain heavy metals. Europe
also has requirements for wood packaging materials used for transport (WPM), including packing cases, boxes,
crates, drums, pallets, box pallets and dunnage.
Blankets and throws should be packed according to the instructions of the importer. Packaging usually consists of
plastic wrapping to protect the fabric from water, solar radiation and staining. The dimensions and weight of the
packaging should make it easy to handle. Ideally, it should be possible to place packaging together on Euro pallets
(or other types of pallets). When in doubt, confirm the dimensions with your buyer.
Blankets and throws are usually displayed unpacked, thus making attractive consumer packaging less important. In
general, consumer packaging can be simple in design, but it must be protective. Good marketing policy nevertheless
calls for consumer packaging when supplying the mid-high or high-end segments. The packaging should match the
design, quality and price of the product sold.
Pictures 1-2: Basic blankets
Tip:
During the early stages of collaboration, it is a good idea to communicate with potential European buyers about
the sizes that you are able to produce and the specific sizes they may be seeking.
Tips:
You can read more about textile labelling rules in the EU Export Helpdesk. Make sure your product labels meet the European requirements. You are advised to follow ISO 3758: 2012 regarding the use of symbols on care labelling for textiles.
Make sure that your packing meets the requirements of European packaging legislation.
The exporter is not always responsible for attractive consumer packaging. You are advised to communicate with your buyer concerning consumer-packaging preferences.
CBI | Market Intelligence Product Factsheet for Natural-fibre Blankets and Throws in Europe | 4
Pictures 3-4: Basic throws
Pictures 5-6: Fashionable blankets (sources: dezeen.com and designsprout.com)
Picture 7: Fashionable throws (source: designersguild.com)
What is the demand for natural-fibre blankets and throws in Europe?
Following a period of fluctuation, European imports of natural-fibre blankets and throws are increasing. As Europe’s leading
importers from developing countries, Germany, the United Kingdom and France are interesting target markets. Emerging
markets may provide opportunities as well, as the expected increase in GDP will create room for consumption of luxury
products, including natural-fibre blankets and throws.
CBI | Market Intelligence Product Factsheet for Natural-fibre Blankets and Throws in Europe | 5
Trade statistics
Figure 1: European imports of natural-fibre blankets and throws, by main origin, in € millions
Source: Trademap
Figure 2: Leading European importers of natural-fibre blankets and throws, by main origin (2014), in € millions
Source: Trademap
Figure 3: Absolute growth in imports from developing countries (2010-2014), in € millions (countries in order of import volume)
Source: Trademap
0
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2010 2011 2012 2013 2014Intra EU Developing Countries Rest of the world
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Intra EU Developing Countries Rest of the world
-2
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CBI | Market Intelligence Product Factsheet for Natural-fibre Blankets and Throws in Europe | 6
European imports of natural-fibre blankets and throws fluctuated slightly between 2010 and 2014. A strong recovery
in 2014 increased European imports from € 158 million to € 160 million, with an average annual growth rate of 0.4%.
In the coming years, European imports are predicted to continue to show moderate growth.
Developing countries account for a large share (43.3%) of all European imports of natural-fibre blankets and throws,
amounting to € 69 million. After a dip in 2012, this share is predicted to continue to grow slightly in the coming
years.
With imports amounting to € 25 million each, Germany and the United Kingdom are the leading importers of natural-
fibre blankets and throws in Europe, followed at some distance by France (€ 17 million). With regard to imports from
developing countries, however, the United Kingdom is in the lead (€ 18 million), accounting for 72.9% of its imports
of natural-fibre blankets and throws.
One promising development involves the strong growth of imports from developing countries in France and the United
Kingdom, amounting to € 3.3 million and € 2.9 million, respectively, between 2010 and 2014. In Denmark, Spain,
Poland and Sweden, imports of natural-fibre blankets and throws from developing countries are also showing growth
(< € 1.0 million each). In the other leading importing countries, particularly in Belgium, imports of natural-fibre
blankets and throws from developing countries have declined.
European imports of natural-fibre blankets and throws from developing countries are dominated by China, amounting
to € 41 million in 2014. Other leading suppliers from developing countries include India (€ 12 million) and Turkey (€
6.7 million). In France, Nepal outperforms India and Turkey as a strongly emerging supplier. Peru is one of the
leading suppliers in the growing developing-country markets in Denmark and Spain.
Figure 4: European exports of natural-fibre blankets and throws, by main destination, in € millions
Source: Trademap
Figure 5: Leading European exporters of natural-fibre blankets and throws, by main destination (2014), in € millions
0
10
20
30
40
50
60
70
80
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100
2010 2011 2012 2013 2014
Intra EU Developing Countries Rest of the world
Tips:
Germany, the United Kingdom and France are the largest importers of natural-fibre blankets and throws in Europe, making them interesting target markets.
With their growing markets for natural-fibre blankets and throws from developing countries, Denmark, Spain, Poland and Sweden are also promising.
Benchmark your products against the strong competition from China, India and Turkey. Factors to consider include the market segments served; perceived price and quality; and countries served. One source that can be used for finding exporters by country is ITC Trademap.
CBI | Market Intelligence Product Factsheet for Natural-fibre Blankets and Throws in Europe | 7
Source: Trademap
European exports of natural-fibre blankets and throws consist predominantly of trade within Europe.
The leading European exporter of natural-fibre blankets and throws is Italy (€ 22 million), followed by the leading
importer, Germany (€ 19 million).
Figure 6: European production of natural-fibre blankets and throws (2009-2013), in € millions
Source: Prodcom
0
2
4
6
8
10
12
14
Intra EU Developing Countries Rest of the world
0
20
40
60
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160
2009 2010 2011 2012 2013
CBI | Market Intelligence Product Factsheet for Natural-fibre Blankets and Throws in Europe | 8
Figure 7: Apparent European consumption of natural-fibre blankets and throws (2009-2013), in € millions
Source: Prodcom
European production of natural-fibre blankets and throws has remained relatively stable around € 130 million, with a
peak in 2011. In contrast, consumption declined from € 170 million in 2011 to € 147 million in 2013. Despite this
decline, European demand for natural-fibre blankets and throws exceeds European production.
With production amounting to € 24 million, Italy is Europe’s leading producer of natural-fibre blankets and throws,
followed by Germany (€ 20 million) and the United Kingdom (€ 18 million).
European consumption of natural-fibre blankets and throws is highest in the United Kingdom (€ 32 million), followed
by Germany (€ 23 million) and France (€ 19 million). These countries are also the leading European importers of
natural-fibre blankets and throws.
Macro-economic indicators
Figure 8: Real GDP (2014-2016), % change from previous year
Source: Eurostat (2015)
0
20
40
60
80
100
120
140
160
180
2009 2010 2011 2012 2013
-1,0
0,0
1,0
2,0
3,0
4,0
5,0
2014 2015 2016
Tip:
The high production outputs in Italy, Germany and the United Kingdom provide interesting opportunities for sub-contracting with local manufacturers in these countries.
CBI | Market Intelligence Product Factsheet for Natural-fibre Blankets and Throws in Europe | 9
Figure 9: Real private consumption expenditures (2014-2016), % change from previous year
Source: Eurostat (2015)
Predictions of GDP and private consumption expenditures are important indicators for the European home-textile
market. The sector is closely linked to economic conditions. When money is tight, consumers postpone replacing non-
essential items in the home until they once again have sufficient disposable income.
Between 2014 and 2016, European GDP and private consumption expenditures are expected to increase. This implies
that consumption of luxury and decorative products is likely to rise. Increases in GDP create room for this type of
spending, especially in emerging markets. Due to saturation, growth in consumption will be moderate for mature
markets.
For additional information on the sector in general, please refer to CBI Trade Statistics for Home Decoration & Home Textiles.
Which trends offer opportunities on the European market for natural-fibre blankets and
throws?
Sustainable materials In Europe, there is a growing group of conscientious consumers. A focus on natural fibres and other sustainable materials
can help to attract these consumers.
Co-creation European buyers are increasingly trying to distinguish themselves from their competitors. To this end, they are focussing
on their own images and designs. In addition to considering products from your collection, they may be looking for
producers with whom they can develop their own products. It is therefore particularly important to demonstrate your
special skills and production techniques, as well as the variety of raw materials with which you work.
Smaller quantities and shorter lead times
As a result of insecurity stemming from the economic crisis and the increasing pace at which buyers are changing their
collections, many buyers are looking for shorter lead times and lower minimums in production.
-1,0
0,0
1,0
2,0
3,0
4,0
5,0
2014 2015 2016
Tip:
If you have a special raw material that corresponds to the increasing demand for environmentally friendly products, include this feature in your promotion.
Tips:
To promote yourself as an attractive partner for co-creation, make sure that your collection of products properly displays the possibilities you offer with regard to various materials and production techniques.
Develop a promotion strategy in which you relate your product’s story. Ensure that your promotion strategy corresponds to European demand and fashion.
CBI | Market Intelligence Product Factsheet for Natural-fibre Blankets and Throws in Europe | 10
This is a distinct advantage for small to medium-sized producers, as they are more flexible in production and usually can
supply smaller quantities than would be feasible for larger producers.
For additional information on general trends in the sector, please refer to CBI Trends for Home Decoration & Home
Textiles.
With which requirements should natural-fibre blankets and throws comply in order to
be allowed on the European market?
Please refer to CBI Buyer Requirements for Home Decoration & Home Textiles for the requirements applying to blankets
and throws made of natural fibres.
An additional requirement relevant to blankets and throws is the Woolmark brand. This brand provides consumers with a
guaranteed fibre content and an assurance of quality. Woolmark licensees can use the Woolmark logo on their products as
an independent quality endorsement.
What competition do I face on the European market for natural-fibre blankets and
throws?
The competition for natural-fibre blankets and throws does not differ significantly from the Home Decoration & Home
Textiles sector in general. You may therefore consult CBI Competition for Home Decoration & Home Textiles and CBI Top
10 Tips for Doing Business with European Buyers for a general overview.
What do the trade channels and interesting market segments for natural-fibre blankets
and throws look like in Europe?
For a general overview of market segments, please refer to CBI Market Channels and Segments for Home Decoration &
Home Textiles. The market segments for blankets and throws do not differ significantly from this general overview. This
document can also be consulted for additional details and information about the qualities used in the various segments.
The examples presented in Table 1 illustrate the various segments in the European market for blankets and throws. In the
low-end segment, simple and inexpensive blankets and throws are common. In the middle segment, there is more
emphasis on design and finish, while prices are still reasonable. In the high-end segment, designer quality is common, and
private labels are standard.
Tip:
If you are flexible in production and capable of supplying smaller quantities, emphasise this in your promotion.
CBI | Market Intelligence Product Factsheet for Natural-fibre Blankets and Throws in Europe | 11
Table 1: Channels and segments in the market for blankets and throws
Low: inexpensive and simple Middle: fashionable and moderate
prices
High: designer quality
Source: leenbakker.nl
Source: amara.com
Source: amara.com
In general, the low-end market is dominated by products from China and India, and it will be almost impossible to
compete with this type of cheap mass-production. Therefore, opportunities are mostly to be found in the middle and high-
end markets, implying that you will need to pay particular attention to design and high quality.
What are the end-market prices for natural-fibre blankets and throws?
The European market for natural-fibre blankets and throws has a very wide price range. Prices vary according to the
product’s composition, manufacturing technique, size and design.
Your products will be sold to European consumers for a price that is many times higher than your selling price. The
consumer price is approximately 4-6.5 times the FOB price (Table 3). The margins are divided amongst the various players
in the trade channel. Retailers trading directly with exporters retain the entire margin (including the wholesaler’s margin).
In addition to the cost of energy, labour and transport, FOB prices depend heavily on the availability and prices of raw
materials. In 2013, the average prices for many of the raw materials used for natural-fibre blankets and throws (e.g.
cotton) exhibited a moderate decrease. This trend shifted during the first months of 2014, and prices have continued to
increase. Incidental price increases are not usually passed on to the consumer, instead exerting pressure on the margins of
exporters, importers and retailers.
Table 2: Indicative retail prices per segment (per m2)
Table 3: Indicative price breakdown per segment (FOB price = 100)
*VAT percentages in Europe range from 18% in Malta to
27% in Sweden. On average, most of these percentages
are around 20%. In this table, 20% has been used for
the calculation.
Low end Middle High end
Blankets € 10 - € 30 € 50 - € 200 € 200 or more
Throws € 5 - € 15 € 25 - € 75 € 100 or more
Low
margin
Middle
margin
High
margin
FOB Price 100 100 100
Transport, handling
charges, transport
insurance, banking
services
(20/15/15%)
+20
120
+15
115
+15
115
Wholesaler
margins
(50/75/90%)
+60
180
+86
201
+104
219
Retailer margins
(90/110/150%)
+162
342
+222
423
+327
546
Selling price, VAT (18 - 27%)*
+68 410
+85 508
+109 655
CBI | Market Intelligence Product Factsheet for Natural-fibre Blankets and Throws in Europe | 12
Useful sources
The following trade associations are useful sources for finding trading partners in Europe.
EFTA: European Fair Trade Association
EURATEX: European Apparel and Textile Confederation
ICC: International Chamber of Commerce
WFTO: World Fair Trade Organization
Trade fairs
Visiting, and especially participating in, trade fairs is highly recommended as one of the most efficient methods for testing
market receptivity, obtaining market information and finding prospective business partners. Trade fairs remain the most
important way to meet new clients within the home-textile sector. The following are the most relevant trade fairs in Europe
for exporters of blankets and throws:
Heimtextil – Frankfurt, Germany
Maison & Objet – Paris, France
Ambiente – Frankfurt, Germany
Tips:
You can focus on the middle and high-end segments if you are able to offer added value in the type of materials you use and/or any special type of craftsmanship.
If your production is mechanised (e.g. with power looms or knitting machines) it would be possible to focus on the middle and lower-end segments.
You can focus on all market segments when marketing your blankets or throws in Europe. You should nevertheless be aware that European consumers in the more mature markets (Northern and Western European regions) are generally aware of the latest trends and tend to incorporate them into their interiors, regardless of whether they are trendy, contemporary or classic. This is particularly important for exporters of throws.
Emerging markets are driven primarily by disposable income, thus making the majority of consumers unable to afford premium home-textile products. This means that the high-end segment for blankets and throws currently remains out of reach for most Eastern European consumers.
For this reason, if you are targeting Eastern European buyers, it would be advisable to focus either on the emerging middle-high market, if you can offer some hand-made value, or on the low-end market, if you offer mechanised production. Functionality and fashion are important benefits when targeting the middle-high market, which currently offers most opportunities.
Compared to the mature markets in the Northern and Western European regions, the position of wholesalers and importers remains much stronger in the emerging Eastern European markets for home textiles. In the short term, importers/wholesalers will remain your best choice. In the long term, however, large retailers will be increasingly moving towards the Eastern European markets, eventually becoming a market-entry point to Eastern European markets that will be of interest to exporters from developing countries.
CBI Market Intelligence
P.O. Box 93144
2509 AC The Hague
The Netherlands
www.cbi.eu/market-information
This survey was compiled for CBI by Globally Cool: Creative solutions for sustainable business
in collaboration with CBI sector expert Remco Kemper
Disclaimer CBI market information tools: http://www.cbi.eu/disclaimer
September 2015
CBI | Market Intelligence Product Factsheet for Natural-fibre Blankets and Throws in Europe | 14
Annex I: Classification of natural-fibre blankets and throws
Harmonised System (HS)
Within Europe, the following HS codes are used for trade in natural-fibre blankets and throws:
630120 – blankets (other than electric blankets) and travelling rugs of wool or of fine animal hair
630130 – blankets (other than electric blankets) and travelling rugs of cotton
630190 – other blankets and travelling rugs
Prodcom
The following Prodcom codes are used to indicate European production of natural-fibre blankets and throws:
13921130 – blankets and travelling rugs of wool or fine animal hair (excluding electric blankets)
13921190 – blankets (excluding electric blankets) and travelling rugs of other textile materials (excluding wool or fine
animal hair and synthetic fibres)
