From Home Furnishing Business
What Sells: The Home Office is Here to Stay
2021 by HFBusiness Staff in Business Strategy, Industry
What felt temporary during the initial months of the pandemic has now turned permanent for many workers. Nearly two years later, companies have downsized office space, designated fully remote positions and created hybrid options for employees. This is good news for the home office industry, as consumers are looking to change those quick fix work spaces into a permanent home office. Whether it’s the corner of the bedroom that can only fit a small writing desk or an entire room that supports an executive desk and bookshelves, retailers and manufacturers have provided an array of options for our new normal.
Many consumers are still managing combined spaces, especially with some households having multiple people working from home. When consumers were polled during a FurnitureCore survey and asked the location of their home office, 55.79% said in a room specifically for a home office and 44.21% said their office is in an area of a shared room. As the popularity of standing desks has grown in recent years, Twin Star Home has targeted consumers desiring a more functional home workspace. “As the number of people working from home surged during the pandemic, so did the popularity of standing desks. For consumers who don’t have dedicated offices at home, standing desks are a great solution for providing workspace, especially in blended living spaces. We have been leaning into this category with the launch of many new designs and consumers have been raving about them,” said Lisa Cody, SVP marketing at Twin Star Home.
Offering consumers variety in their home office furniture is the key to success. More than ever, no home office is created the same. Consumer research conducted by FurnitureCore asked consumers what style of desk they preferred for the home office. 27.37% prefer a writing desk, followed by an L shaped desk at 22.1%, an executive desk at 21.75%, a desk with a hutch at 12.28%, a corner desk at 10.88%, and a roll-top and secretary both at 2.81%. After long hours sitting at any type of desk, consumers know the importance of the right chair. When asked what home office furniture have you purchased in the last two years, 50.53% of consumers surveyed said a desk chair.
Based on the FurnitureCore Industry Model developed by Impact Consulting Services, parent company to Home Furnishings Business, research shows that the home office category has increased steadily since 2019, finishing 2020 with $4.74 billion in sales and up from $4.31 billion in 2019. The momentum continues to strengthen with 2021 sales of home office up 33.6% yearto-date over 2020 Q2 YTD. At $2.85 billion in 2021 Q2 YTD, sales are on track to exceed $5 billion this year. Incorporating sustainability into the home office demand, Greenington has found success with its organic line of office furniture. “Home office continues to be a strong category with sustainability increasingly important to consumers,” said Troy Lerew, Greenington VP of sales.
Growing at roughly the same pace as home office, the home entertainment category was up 33.2% by the second quarter of 2021 at $3.44 billion in sales, compared to $2.58 billion in 2020 during the same period. Both furniture categories increased by 6.5% from 2021 Q1 to 2021 Q2. Just as important as carving out the perfect home office, is creating a place to unwind after that day at work with the latest in home entertainment.