Bauhaus, Germany (Home) Shoppers Profile, Market Share and Competitive Positioning

Bauhaus, Germany (Home) Shoppers Profile, Market Share and Competitive Positioning

Summary

Profile of retailer’s shopper base, key performance indicators, sales and market shares

Key Highlights

• Bauhaus has a high appeal among the boomer generation (40.6%), with its shopper base primarily consisting of shoppers aged 45 and above (70.0%) - with these consumers being more likely to own their own homes and have the time and money to invest in renovation, redecoration and gardening projects.
• Bauhaus’ online penetration has remained relatively low, despite the shift in consumer preferences towards online shopping catalyzed by the pandemic, with its online penetration gradually increasing from 3.2% in 2017 to 6.0% in 2021 as shoppers still value the expertise offered by its staff instore.
• The retailer maintained its market share of 3.9% in 2021 as the second biggest retailer in the German home market, behind market leader IKEA at 4.9%.

• Bauhaus’ one-stop solution for home products, with a focus on DIY & gardening, attracts older consumers
• Bauhaus must invest in its online proposition and trend credentials to remain competitive
• A good service proposition has been central to Bauhaus’ growth

• Gain a comprehensive knowledge on Bauhaus business and develop a competitive advantage
• Investigate current trends in the clothing &footwear market to identify the best opportunities to exploit
• Analysis of key players in the clothing &footwear market segment in Germany