European Home Presentation

8/9/2019 European Home Presentation

1/24

European Home Report

2014


2/24

Sir Ian Cheshire

Group Chief Executive, Kingfisher

!roni"ue #aur$

Chief Executive, Castorama %rance


3/24

&'out Kingfisher ( Europe)s *ea+ing home improvement retai*er an+ r+ *argest in

the -or*+

( .ver 1,10 stores in 10 countries

( Sa*es of /11'n

( ain retai* 'ran+s are 3, Castorama, Scre-fix an+ Koctas


4/24

Kingfisher European Home Report 2014Background

( Comprehensive surve$ of over 1,000 peop*e in nineEuropean countries, *oo5ing at home improvement tren+s

( & uni"ue snapshot of the -a$ Europeans vie- their homes( .ur aim as a 'usiness6 to he*p peop*e have 'etter homes

an+ therefore 'etter *ives

( 7e+icate+ to un+erstan+ing ho- the$ vie- their homes an+ho- the$ -ant to improve them


5/24

The Adaptable Home

Expan+ing or a+apting

home space for changing

fami*$, socia* an+ -or58*ifenee+s

Spending on the home,

back on the agenda

Spen+ing tren+s an+priorities

%our Ke$ 9hemes

The fear factor: rising

energy bills

Rising energ$ costs are

the 'iggest concern

DIY confidence

:hich countries are the

most capa'*e;


6/24

9he a+apta'*e home

=


7/24

hanging lifestyles and demographic shifts mean that

homes need to be increasingly fle!ible spaces

Increasing space is one of the top home improvements that

Europeans p*an to ma5e over the next five $ears

9he a+apta'*e home

Ena'*e ore %ami*$ em'ers to #ive8In

Ena'*e :or5ing from Home

a5e Space for Entertainment

Create ore Space

Improve Energ$ Efficienc$

0> 10> 1 20> 2 0>

"riorities


8/24

Homes are needed for #ork, rest and play

( > of Europeans -ant to a+apt their homes to accommo+atechanging fami*$ nee+s, to accommo+ate 'a'ies, teens, an+ e*+er*$

re*atives?( 9o+a$, near*$ ha*f @4>A of peop*e have, or -ou*+ *i5e, a home office

( 24> have a*rea+$ up+ate+ their home for entertainment purposes

( 1> p*an to a+apt their home for entertainment purposes

9he a+apta'*e home

Home office Home cinema

0>

10>

20>

,0>

40> :ou*+ *i5e

&*rea+$ have

$ork%"lay &eatures

B


9/24

$e're becoming more aspirational

( ost +esire+ features6

( 2B> -ou*+ *i5e a s-imming poo*

( 2=> -ou*+ *i5e a firep*ace( 2> -ou*+ *i5e a conservator$

( 22> -ou*+ *i5e a hot tu'

9he a+apta'*e home


10/24

10

Spen+ing on the home,

'ac5 on the agen+a


11/24

The economic do#nturn affected home impro(ement

> of peop*e re+uce+ spen+ on home improvement as a

resu*t of the fragi*e econom$

)conomic Impact:

Spen+ing on the home, 'ac5 on the agen+a

4>

1>

4>

4>

I'(e done much less

I'(e done slightly less

I'(e done slightly more

I'(e done much more

11


12/24

But home spending is becoming a priority again

( .n average, peop*e are no- p*anning three home proDects for the$ear ahea+

( 9he Russians are p*anning the most @avg? 4 proDectsA( 9he %rench are p*anning the fe-est proDects @avg? 2 proDectsA

A(erage number of pro*ects planned in the ne!t + months


France UK European Average Russia0

1

2

3

4

5

12


13/24

Home impro(ement seen as (alue creator once again

Desire to increase (alue in our homes has -uadrupled

( =B> of Europeans are ma5ing home improvement changes to

increase the va*ue of their home( In 2012, this -as Dust 1>

Increasing the (alue of the home as a moti(ation for doing home impro(ement


2012 2014

0%

20%

40%

60%

80%

1


14/24

$e're staying longer in our homes

( peop*e inten+ to sta$ in their current home for 10 $ears ormore

( In 2012 this -as ( S*ight*$ more peop*e are p*anning to move this $ear

@> vs in 2012A

Ho# long do #e plan to stay in our homes.


One year 10 years +0%

10%

20%

30%

40%50%

60%

2012

2014

14


15/24

1<

9he fear factor6 rising energ$ 'i**s


16/24

Increasing energ$ 'i**s are the 'iggest concern in a** mar5ets

( = fear rising energ$ prices

( 40> -orr$ a'out pa$ing 'i**s

( 2> -orr$ a'out 5eeping up -ith mortgage pa$ments

Biggest home fears


0ortgageERent pa$ments

Heating

.ther uti*it$ 'i**s

Rising energ$ prices

0% 10% 20% 30% 40% 50% 60% 0%

1=


17/24

30%

44%

16%

10%

( 1> are p*anning to ma5e energ$ efficient changes vs? 4> in 2012

( 4> are motivate+ to +o home improvements to improve energ$ efficienc$an+ sustaina'i*it$

( Energ$ efficienc$ is a financia* imperative, rather than an environmenta* one

)nergy efficiency as a home impro(ement moti(ator


Strong*$ agree

S*ight*$ agree

S*ight*$ +isagree

Strong*$ +isagree

1


18/24

1B

7IF confi+ence


19/24


20/24

eing capa'*e aroun+ the house is consi+ere+ the thir+

most +esira'*e feature in a potentia* partner across Europe

$hat are the most desirable -ualities in a partner.1? Inte**igent =>

2? Cu*ture+

? ractica* aroun+ the house 4B>

4? Can coo5 40>


21/24

9he K6 & snapshot( ost *i5e*$ nation to 'u$ 7IF pro+ucts on*ine @4=>A an+ most

*i5e*$ to use c*ic5 co**ect) services @2B>A

( 2n+ most *i5e*$ nation to have a gar+en she+ @4>A,

after the Irish @A

( B> p*an to move house in the next

12 months, up from in 2012

( ritain remains a nation of

gar+eners, -ith a'ove average

confi+ence in vegeta'*e gro-ing

@A( 9op of the K)s -ish *ist is to have

a conservator$ @2>A

21


22/24

The Adaptable Home

Spending on the home,

back on the agenda

In summar$

The fear factor: risingenergy bills

DIY confidence

( The home is a key priority for people( $e #ant more and more from our homes( There are common consumer themes across )urope

Country Highlights

22


23/24

3ES9I.LS

2


24/24

European Home Report

2014

European Home Presentation

Documents