Post on 31-Mar-2020
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CBI Product Factsheet: Decorative Knobs in Europe ‘Practical market insights on your product’ Although the product group of knobs is small, it seems a good
investment to enter it, as its popularity is rising. Door knobs
have entered the ‘soft’ arena of taste, style and trend, and are
given attention, both by the manufacturer, designer, and the
consumer. Exporters of knobs can tap into both the project
and consumer markets. Here, it is important to offer choice,
variety, different price points and styles. New entrants will face
the challenge of offering fresh design perspective within a mid-
market price bracket.
Product definition
This section provides an overview of the products within the range of the
general product view, as well as mention the common trade names of the
product.
Knobs, handles and hooks decorate dressers and drawers and as such range
under furniture accessories. These knobs can be made from many different
materials, including glass, plastic, wood, ceramic and metal. The most used
materials are ceramics (especially porcelain and china), glass and wood. They
can be industrially-produced or hand-made or –decorated and come in any
shape and style.
This product factsheet focuses on ceramic knobs. Many developing countries
have, besides their resources, a long tradition in processing ceramic products,
which gives them a comparative advantage in the trade of these products.
Refer to Annex I for classification of decorative knobs.
Product specification
This section provides an overview of the products within the range of the
general product view, as well as mention the common trade names of the
product.
Quality:
The quality of a decorative knob is primarily determined by the quality of
the raw material (discussed under raw material quality), its design and its
finishing. These factors determine the product’s ability to withstand external
forces, such as:
Examples of door
knobs
Source: Anthropologie
CBI Product factsheet: Decorative knobs in Europe
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o exposure to water, dirt and acids
o high impact and regular use. High impact and extensive use include,
for instance, the knob swinging into a wall (testing the toughness of
the knob) or extensive and incautious use (mainly testing the
securement of the decorative knob to the screw).
For ceramic decorative knobs, the following features of design and finishing
must be considered to affect quality:
o Glazing: The quality improves for ceramic knobs which have been
finished with a glazing. The glazing fills the open pores, strengthening
the raw material and making it water, acid and dirt proof. Glazing
quality is determined by the substances used and the glazing method
applied. Common failures include poor substance composition
(causing peeling), ceramic-to-glazing thermal mismatches (causing
breakage) and glazing bubbles (causing impurities that collect dirt).
o Décor permanency: Also the durability of the applied decoration can
differ. This can depend on the paint used or on the stage of glazing.
‘Underglaze’ decoration, whereby the decor is applied before the
glazing process, is commonly the preferred method to guarantee a
permanent decoration. The risk of fading of the decoration increases
with ‘inglaze’ decoration, whereby the decor is applied simultaneous
to the glazing, and even more so in ‘onglaze’ decoration, whereby
decors are applied after the glazing process.
o Product design: Additionally, the knob’s quality depends on the design
of the product. Poor product design is commonly related to the weak
construction of the screw to the ceramic knob. But also the shape and
a low strength-to-weight ratio affect the ease of breakage. For
instance, a too heavy knob relative to the size of the screw increase
the risk of the knob to break off of the screw. Also small protruding
details, such as decorative trims, have a higher risk of breakage. As a
bit of good service, add the mounting hardware to the knobs.
Raw material quality: The quality of the raw material is determined
primarily by its fracture toughness, its ability to withstand impact and
intense use. Compared to other material, such as wood and metal, ceramic
decorative knobs are more sensitive to breakage. Yet, different types of
ceramics show a divergence in quality as well. The ceramic’s toughness is
the direct result of its crystalline structure, chemical composition and baking
temperature. For instance, porcelain (baked at above 1400 C) has a greater
density and is far less breakable than stoneware (baked at 600C) decorative
knobs.
Functionality: Decorative knobs are primarily used on in-house products,
such as cabinets and drawers. Their main purpose is to provide a support
item to help open or close the door or drawer. Properties that determine the
ease and convenience of the knob as support item include:
o Size and shape: whether the knob can be easily grasped or turned and
whether the hand fits well around the knob
o Feeling: functional feeling properties include the absence of sharp
edges or ridges and a textured finish /non-slip coating to improve grip.
Aesthetics: the design of decorative door knobs include the shape of the
knob as well as its overall look and feel.
o Shape and decoration: Decorative knobs come in a variety of shapes,
colours and patterns. This is in line with trends in home decoration and
the style of the furniture item.
o Materials and techniques: each material and technique has its own
tactile and visual impact. This needs to be appropriate to the style of
the furniture item it is attached to.
Examples of door knobs
Source: House Doctor
CBI Product factsheet: Decorative knobs in Europe
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Labelling:
Information on the outer packaging of ceramic decorative knobs should
correspond to the packing list sent to the importer. Labels for ceramic
decorative knobs on the outer box should include the following information:
o Producer
o Consignee
o Material used
o Quantity
o Size
o Volume
o Caution signs
On the product label, EAN or Barcodes are widely used within Europe.
Please note, your buyer will specify what information they need on product
labels or on the item itself (logos, 'made in…'). This forms part of the order
specifications.
Packaging:
Ceramic decorative knobs should be packed in agreement with the
importer’s instructions. Every importer will have their own specific
requirements related to the use of packing materials, the filling of cartons,
palletisation, and the stowing of containers. Always ask for the importer’s
order specifications, which are part of the purchase order.
Proper packing of ceramic decorative knobs can minimize the risk of
breaking through shocks. Whereas this applied to the packaging of all
doorknobs, this is even more important with ceramic knobs, given their
fragility. Packing should prevent that the individual items inside a carton
damage each other and the cartons themselves when they are stacked inside
the container. Packing, therefore, usually consists of inner and outer
cardboard boxes, with appropriate materials to protect the products inside
the inner boxes (this may involve materials such as bubble wrap or paper,
depending on the preferences of the buyer). Weaker types of ceramics used
will require more advanced packing.
Packing needs to be of easy-to-handle dimensions and weight.
Standards here are often related to labour regulations at point of destination
and will have to be specified by the buyer. Cartons are usually palletised for
air or sea transport and exporters are requested to maximise pallet space.
Cost reductions can be achieved by nesting or stacking the items
inside the container.
In packing materials, the balance is between using maximum protection and
avoiding excess materials (waste removal is a cost to buyers) or shipping
‘air’. Exporters can reduce the amount and diversity of packing materials by:
o partitioning inside the cartons with the help of folded cardboard,
o matching inner boxes and outer cartons better and standardising the
sizes of each,
o by considering packing and logistical requirements already at the design
stage of the products. This implies specifically considering the use of
tougher ceramic types,
o asking their buyer for alternatives.
In terms of material, wooden crating and packing are increasingly banned by
importers. This is a result of their unsustainability and high cost of the
material and disposal. Alternative packing materials that are economical
and sustainable are more popular. Using biodegradable materials in
packing may form a market opportunity or can be demanded by buyers.
At retail level, decorative knobs are usually displayed unpacked, i.e.
displayed in a basket and then (gift-) wrapped by the retailer. On-line
retailers apply simple, functional packaging.
Examples of consumer
packaging
Source: Haus London
CBI Product factsheet: Decorative knobs in Europe
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EU Buyer Requirements
This section provides an overview and analysis of requirements that DC
exporters face in the market for door knobs. The analysis includes legal
requirements and non-legislative requirements.
Figure 1: Buyer requirements for ceramic decorative knobs
Source: ProFound, 2014
Requirements you must meet
General product safety: The General Product Safety Directive applies to all
consumer products. It states that all products marketed in the EU should be safe
to use and forms a framework for all specific legislation on specific products and
issues.
CONSIDERATIONS FOR ACTION: Study the specific legal requirements listed,
but also use your common sense to ensure the product does not cause any
danger in its normal use. Most buyers will require proof of the DC exporter on
compliance with legal requirements. You can read more about the General
Product Safety Directive in the EU Export Helpdesk.
CONSIDERATIONS FOR ACTIONS: Check the rapid alert system for non-food
dangerous products (RAPEX), a database with information on safety risks in
consumer products notified by European countries and the measures taken to
alleviate these risks.
REACH: The Regulation on Registration, Evaluation, Authorisation and
Restriction of Chemical (REACH) lists restricted chemicals in products that are
marketed in the EU. In order to market your decorative knobs on the EU
market, you need to make sure that your products do not contain hazardous
substances as defined by REACH.
For ceramics decorative knobs this includes the substances used in
manufacturing of ceramics, as well as the dyes and enamel used for decoration.
For instance, REACH regulation restricts the use of lead in the paints and
glazing.
CBI Product factsheet: Decorative knobs in Europe
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CONSIDERATIONS FOR ACTION: For more information on the use and
restrictions of chemicals on the EU market, please refer to Annex XVII in the
REACH legislation EC Regulation 1907/2006.
CITES: the ‘Convention on International Trade in Endangered Species of wild
fauna and flora’ (CITES) lays down provisions for international trade of
endangered species. The EU has set additional import restrictions.
CONSIDERATIONS FOR ACTION: CITES Regulation must be considered by
coaster suppliers made of natural fibres, including wooden coaster producers.
Before exporting your products to the EU, you should check with the CITES
management authority of destination or with your importer, if there is any
restriction that may impact the import of your product into the EU.
Common requirements
Sustainability: social and environmental sustainability offer ways for
companies to differentiate their products on the European market. Opportunities
range from sustainable raw materials, production, certification and use of labels
(see Niche requirements). The following certification schemes are increasingly
demanded by buyers:
The Business Social Compliance Initiative (BSCI) is developed by European
retailers to improve social conditions in sourcing countries. Suppliers of BSCI
participants are expected to comply with the BSCI Code of conduct. To prove
compliance, your production process can be audited at the request of the
importer. Once a company is audited, it will be included in a database which
can be used by all BSCI participants.
The Ethical Trading Initiative (ETI) is an alliance of companies, trade unions
and voluntary organisations working in partnership to improve the working
lives of people across the globe that make or grow consumer goods.
Standards such as ISO 14001 and SA 8000 can be used to meet buyer
demands for sustainability. However, only in niche markets compliance with
these specific standards will be demanded.
CONSIDERATIONS FOR ACTION: Since more and more European importers
participate in BSCI and ETI, you can expect that complying with the BSCI and
ETI codes of conducts will be seen as basic requirements. If you have not done
so already, you may want to look into the possibilities of improving your
sustainability performance. This may not always include immediate certification
or application of a label, but familiarising yourself with issues included in the
initiatives will give you an idea on what to focus on. Also see CBI’s publication
‘CBI Tailored Intelligence: the Sustainable Design market for Home Decoration
and Home Textiles’.
Niche requirements
Fairtrade: Besides social and environmental aspect of production, Fairtrade
certification also covers a fair wage to labourers involved in the production of
decorative knobs. Production of niche-market decorative knobs commonly
requires extensive use of labour. For ceramic decorative knobs specifically, this
implies for instance the extensive use of labour in manually decorating the
knobs. For these very labour intensive processes, compliance to labour-specific
standards can offer substantial possibilities for the producer to distinguish itself
from its (EU) competitors.
CONSIDERATIONS FOR ACTION: Compliance with fair trade norms will also
make it easier to acquire other social and environmental norms, as it is the most
integrated system for sustainability.
CBI Product factsheet: Decorative knobs in Europe
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Workers health protection: several industries make extensive use of
Crystalline Silica, a chemical that, through inhalation, can cause lung cancer.
Crystalline Silica is also used in the ceramics industry, mostly in its form as
quartz and cristobalite. There is currently no occupational exposure limit for the
use of crystalline silica at the EU level and national occupational exposure limits
vary. Nevertheless, EU buyers may demand the (non-EU) producer’s good
handling of the chemical in ceramic production to protect the firm’s employee
safety.
CONSIDERATIONS FOR ACTION: Consider the ‘European Social Dialogue
"Agreement on Workers' Health Protection through the Good Handling and Use
of Crystalline Silica and products Containing It’ as a means to signal your
compliance with social good practices.
Lead-free certification: Lead-including paints and glazes can be used to
decorate the knobs. For ceramics specifically, lead glazing can be used on a wide
variety of ceramic ware, such as earthenware pottery, stoneware, and a range
of porcelain type bodies. Though lead is widely used, it can be harmful.
Therefore, to enter niche markets, producers can pursue lead-free certification,
reaching above and beyond the REACH criteria on lead-limits. Particularly
consumers with children will be sensitive to lead-free certified products.
CONSIDERATIONS FOR ACTION: Consider looking into Lead-free certification
which is more popular in the US market. Even if that will not include immediate
certification or application of a label, it is useful to be informed about different
safety standards.
CONSIDERATIONS FOR ACTION: Please refer to the ITC Standards map
database for more information on different voluntary standards and their
requirements, including fair production.
Quality certification: Producers can find added value in compliance with
quality standards. Given the importance of high quality in niche markets, ISO
9000 certification will help producers signal your product quality commitment to
EU businesses and consumers, to expand their reputation and presence in EU
niche markets.
CONSIDERATIONS FOR ACTION: Acquire quality management certification to
become visible for quality-demanding, niche product buyers. Consider for
instance, ISO 9000 standards to add exclusivity in quality to your product.
Please refer to the ISO 9000 for more information.
Trade and Macro-Economic Statistics
A statistical analysis of the major product developments and forecasts will be
given, based on trade and macro-economic statistics. The statistical indicators
that are being analysed are import, export, production and consumption
statistics for door knobs.
(!) No trade data are available for ceramic knobs specifically. Therefore, EU
trade and macro-economic statistics of statuettes and other ornamental articles
of porcelain and china are analysed to draw up conclusions for the trade,
production and consumption of ceramic decorative knobs.
CBI Product factsheet: Decorative knobs in Europe
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Figure 2: European production of porcelain and china
statuettes and other ornaments, in € million
Figure 3: Apparent total European consumption of
porcelain and china statuettes and other
ornaments, in € million
Note: Total European production, excl. Spain
Note: Total European consumption, excl. Spain
Source: Eurostat 2014 Source: Constructed on Eurostat data; Eurostat 2014
Between 2009 and 2012, European production of porcelain and china
statuettes and ornaments has increased at an average annual rate of almost
12%, amounting to € 66 million.
Major European producing countries of porcelain and china statuettes and
ornaments include Germany (41%), Italy (22%) and the UK (10%). Especially
Italy has increased its share in European production value since 2011,
explaining the increased value of total European volume. From 2011 to 2012,
Italy’s production value increased from € 4.8 million to € 14 million.
CONSIDERATIONS FOR ACTION: Be aware of (future) competition from
European suppliers of porcelain and china statuettes and ornamental products,
given that production levels have increased since 2010. Especially developments
in Italy may be important to watch.
CONSIDERATIONS FOR ACTION: In order to compete with strong European
producers, make sure to add a uniqueness to your product. Furthermore, invest
in long-term relationships with your buyers, giving them less incentive to switch
to a competitor (refer to CBI Buyers’ Black Box Home Decoration and Home
Textiles).
Over the period 2009 to 2010 European apparent consumption of porcelain and china statuettes and ornaments increased from € 67 million to € 82 million, indicating an annual increase of 22%. Since 2010, European consumption has levelled to € 78 million in 2012. Germany is the main consuming country in 2012, accounting for 26% of total apparent consumption. Other key consuming countries are Italy (25%), France (20%) and the UK (14%). Furthermore, Italian consumption witnessed a considerable growth of more than 20% on average per year, reaching € 19 million in 2012. This considerable growth in consumption coincides with Italy’s significant growth in production over the same period. Furthermore, as GDP and consumer confidence in Europe are expected to increase in 2014 (as indicated in the CBI Trade Statistics for Home Decoration) it must be expected that apparent consumption of porcelain and china statuettes and ornaments as depicted in figure 3 will rise in the near future.
CONSIDERATIONS FOR ACTION: Monitor consumer confidence and GDP.
Given that decorative knobs are luxury products, the increase in consumer
confidence and GDP will consequently stimulate demand for decorative knobs.
0
10
20
30
40
50
60
70
2009 2010 2011 2012
Total
Europe
Germany
Italy
UK
0
10
20
30
40
50
60
70
80
90
2009 2010 2011 2012
Total
Europe
France
Germany
Italy
CBI Product factsheet: Decorative knobs in Europe
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CONSIDERATIONS FOR ACTION: Please refer to CBI Home Decoration Market
Trends for more information on trends in home accessories.
In 2013, total European imports amounted to € 106 million, indicating a stable import value over the period 2009 to 2013. In 2013, major European importers include Germany (20% of total European imports), France (13%), Italy (12%) and the UK (11%). China is by far the main supplier of European imports of porcelain and china statuettes and ornaments. Between 2009 and 2013, Chinese supplies increased at an average annual rate of almost 5%, to a share of 48% of total imports. Other, smaller, but important suppliers in 2013 include Vietnam (8.0%), Germany (8.0%) Spain (6.2%) and the Netherlands (6.0%). In 2013, developing countries, excluding China, accounted for 12% of total European imports. Vietnam, Thailand, Sri Lanka and the Philippines formed some of the largest other DC suppliers to the European market.
CONSIDERATIONS FOR ACTION: Given the large share of West-
European countries in total European imports, it is advised to consider the
demands of West-European buyers specifically in your marketing strategies.
CONSIDERATIONS FOR ACTION: For high value-added ceramics, like
decorative knobs, a competitive edge can be found in innovation regarding i.e.
design and marketing. Therefore, to compete with China and other important
supplying countries, it is essential to distinguish yourself. Market your product
by emphasizing on high quality and unusual design. Stress your product’s
uniqueness by showing its origin in addition to demonstrating the craftsmanship
and materials used in producing your decorative knobs.
CONSIDERATIONS FOR ACTION: Please refer to CBI Home Decoration
Market Trends for more information on trends in home accessories.
In 2013, European exports of porcelain and china statuettes and
ornaments amounted to a total value of € 138 million, indicating an annual
growth rate of 3.2% since 2009. The main European exporter is Spain,
accounting for a share of 38% (€ 52 million) of the total value of European
exports. Other key exporters include Germany (22%), and, to a somewhat
lesser extent, Italy (7.0%) and the Netherlands (6.9%).
Figure 4: Main suppliers of the European imports of porcelain
and china statuettes and other ornaments,
in € million
Figure 5: Main destination of European exports of porcelain
and china statuettes and other ornaments exports, in
€ million
Note: DC suppliers excl. China and Vietnam
Source: Eurostat 2014
Source: Eurostat 2014
0
20
40
60
80
100
120
140
2009 2011 2013
Other suppliers
DC suppliers
Spain
Germany
Vietnam
China
0
20
40
60
80
100
120
140
160
2009 2011 2013
Other
destinations
DC destinations
Italy
France
Japan
US
CBI Product factsheet: Decorative knobs in Europe
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The United States and Japan form the main destination of European exports, each accounting for 11% of total European export value. Other major destinations include France (8.2%), Italy (7.3%) and Russia (6.3%).
Market trends
This section provides an overview of relevant market trends and forecasts in the
market for door knobs.
From Hard to Soft
Knobs used to be categorised as ‘hardware’, along with other accessories as
door handles and coat hooks. Knobs formed an anonymous accessory to chests
of drawers, and the design was set by the manufacturer, in support of the
design of the furniture piece rather than as a design feature in itself. Now they
have entered the ‘soft’ arena of taste, style and trend, and are given attention,
both by the manufacturer, designer, and the consumer. They have acquired
expressive value.
CONSIDERATIONS FOR ACTION: Although the product group of knobs is
small, it seems a good investment to enter it, as a sideline, as its popularity is
rising. Manufacturers who are offering materials (ceramics, metal, resins) and
techniques (e.g. wood turning) that are also applied in knobs, may well include
lines of knobs into their existing home collections.
CONSIDERATIONS FOR ACTION: Manufacturers in neighbouring product
groups or categories may find it worth their while to cross over to knobs as well.
Makers of jewellery, buttons for garments, coasters, fridge magnets, door
handles, coat hooks or paperweights will not find a move into knobs too
challenging.
Market extension
In the wake of this development, the knob has crossed a few boundaries. Firstly,
it travelled from the professional or project market to the consumer market.
Before, it used to be a business-to-business item – suppliers of furniture
components offered knobs to manufacturers of furniture. It entered the Home
arena as a mass-produced hardware item at DIY stores, with commodity appeal.
Now, brands and wholesalers in Home Decoration are adding it to their lifestyle
collections as a valued decorative accessory with design value, and retailers
prominently displayed their knobs, as an integral element of the shop’s concept
and style.
CONSIDERATIONS FOR ACTION: Exporters of knobs can tap into both the
project and consumer markets and will need to source the distribution partners
in each market. The remaining elements of the market mix (product
characteristics, pricing and marketing communication) will also differ.
CONSIDERATIONS FOR ACTION: To play a role in knobs as a furniture
accessory, exporters need to study consumer needs, trends and developments
both in the furniture market and in home decoration generally, as both have a
significant influence on the nature of the knobs in demand in any given season.
My Home is me
The trend towards increased personalisation is also finding expression through
the knob. As seen in other product groups (see e.g. CBI Product Fact Sheet
Vases in Europe), consumers express who they are through the items in their
home. Details matter, including the accessories on a piece of furniture, and
bring out the level of sophistication of the consumer’s taste.
It has helped the consumer to express their style that knobs are now available
as individual products, so that the design of the cupboard can now be finished
with the help of a personal choice in knobs.
Knob with jewellery
technique
Source: Anthropologie
Coat hooks or furniture
accessories
Source: Bent Hansen
Offered by lifestyle
brands in Home
Source: Bloomingville
Accessorising your
mainstream kitchen
Source: Anne Black
CBI Product factsheet: Decorative knobs in Europe
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Consumers in need of expressing their individuality and originality will no longer
follow pre-set norms in accessorising their homes. An eclectic choice of knobs,
even on one furniture item, expresses the mental independence of today’s
curator-consumer.
CONSIDERATIONS FOR ACTION: To cater for the need for the consumer to
make an individual statement in furniture and interior decoration, exporters
need to offer choice, variety, different price points and styles. In distribution this
requires a willingness to supply wide and un-deep ranges, with small runs.
Craftsmanship is luxury
Intricate designs in knobs are appreciated by modern consumers eager to
surround themselves with items that have style and are well-made. Whilst this
has potential to grow, knobs that are innovative different and stylish are seen.
CONSIDERATIONS FOR ACTION: Knobs are a typical mid-market domain
(see Market channels and Segments), dominated by industrially-produced offers
at affordable prices. As a new entrant, the challenge is to offer fresh design
perspective within a mid-market price bracket.
Kids market
Especially when it comes to figurative knobs, the market for children’s bedroom
decoration seems to have potential.
CONSIDERATIONS FOR ACTION: If you are already catering to the target
group of children or young adults, knobs may be a logical addition. Here, too,
despite the possibility of grandparents acting as givers, prices are sensitive.
Market Channels and Segments
Market channels
As market channels and segments for decorative knobs do not differ significantly
from the Home Decoration sector, please refer to CBI Market Channels and
Segments for Home Decoration for a general overview.
In Europe, all major retailers and department stores have online business-to-
consumer platforms.
CONSIDERATIONS FOR ACTION: Consider targeting online retailers, in order
to reach a broader range of customers. This means, however, supplying small
batches/ individually packed items, prepared to pre-stock and offering more
just-in-time supply concepts. Since e-commerce is expected to grow
considerably in the coming years, this is a strategy for exporters with the
possibility to scale up in a short span of time. This is more so, since brick-and-
mortar retailers are rapidly adopting multi-channel marketing strategies,
including e- and m-commerce.
CONSIDERATIONS FOR ACTIONS: Decorative knobs are available to the
consumers through distributers of general home decor, or come to them as part
of an interior decoration project. The project and consumer markets each
require an own marketing mix, a cocktail of product features, price elements,
with a matching communication strategy and the right choice of distributor. If
you have your own 4Ps in focus, sourcing and connecting to distributors will be
more effective.
Market segments Knobs as furniture accessories are predominantly a mid-market product. They are reasonably accessible in terms of price, design, and distribution – ranging from DIY stores, to general interior and lifestyle retail, as well as on-line. The
Eclectic choices
Source: Riviera Maison
Affordable luxury
Source: Tom Dixon
Kids’ bedroom
accessories
Source: Rikki Tikki
CBI Product factsheet: Decorative knobs in Europe
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value perception of the knobs is more important than the actual materials used. In leather, ceramics or any other material, an item can have a more precious or a more common ‘look and feel’, which can be based on the quality and intricateness of the craftsmanship and the materials used, but is often not much more than a subjective notion based on, indeed, ‘look and feel’. All offer of knobs remains firmly within the mid-market, and a small price bandwidth (see below). To illustrate the different segments in decorative knobs, examples of decorative knobs are presented in Table 2, all in mid-market.
Table 2: Market segments of decorative knobs
Lower-Mid to Mid-Mid : decorative and
affordable
Mid-Mid to Mid-High: affordable
craftsmanship
Source: Zara Home
Source: Nordal
Source: IB Laursen
Source: Turnstyle Designs
Prices
This section provides an overview of the product’s consumer prices on the
European market.
Table 3: Indicative consumer prices for decorative knobs
Unit prices Lower-mid Mid-mid and mid-high
Knobs for furniture Up to € 5 € 5-10
Prices of decorative knobs corresponding to the price expectations in the
mid-market as provided in Table 3. Please be aware that these are indicative
prices.
CONSIDERATIONS FOR ACTION: Pricing is in line with the need in mid-
market to be accessible in price and design. Also, since pieces of furniture will
require a number of knobs, rather than just one, prices need to be friendly
enough to allow the consumer this form of accessorising. Usually, knobs are
available in sets of 2.
CBI Product factsheet: Decorative knobs in Europe
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The following figure gives an indication of a price breakdown for decorative
knobs.
Figure 2: Indicative price breakdown for decorative knobs, mark-ups in %
Source: ProFound, 2014
Agents, if they are involved, typically receive a commission of a few (2-5)
percent. However, their actual profit margin strongly depends on volumes sold
and gross margin. They will normally lower their gross margin for big volumes.
CONSIDERATIONS FOR ACTION: Agents are particularly interesting if you do
not have a strong sales network. You can look for commercial agents at the
website of Internationally United Commercial Agents and Brokers (IUCAB).
Field of Competition
Please refer to CBI Home Decoration Field of Competition, as the competitive
field for decorative knobs does not differ significantly from this general
overview.
Useful sources
Useful sources provides an overview of valuable references for DC exporters
relevant for door knobs.
ICC, chamber of commerce for international trade and business
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. The most relevant trade
fairs in Europe for exporters of decorative knobs are:
Maison et Objet, every January and September; Paris, France
Ambiente, February; Frankfurt, Germany
Tendence, August- September, France
Wholesaler Retailer Shipping, import, handling
+25% +100% +100-150%
CBI Product factsheet: Decorative knobs in Europe
Source: CBI Market Information Database • URL: www.cbi.eu • Contact: marketintel@cbi.eu • www.cbi.eu/disclaimer
Annex I: Classification of door knobs
Harmonised System (HS) Within the EU / EFTA, the following HS codes
are used for trade in decorative knobs:
o 3926.4000: Statuettes and other ornamental articles, of plastics
o 6913.1000: Statuettes and other ornamental articles of porcelain
and china, N.E.S.
o 6913.9010: Statuettes and other ornamental articles of common
pottery, N.E.S.
o 6913.9098: Statuettes and other ornamental ceramic articles,
N.E.S. (excl. of porcelain or china, common pottery, earthware or
fine pottery
o 4420.1011: Statuettes and other ornaments, of okoumé, obeche,
sapelli, sipo, acajou, d’afrique, makoré, iroko, tiama, tiama,
mansonia, ilomba, dibétou, limba, azobé, dark red meranti, light
red meranti, meranti bakau, white lauan, white meranti, white
seraya, yellow meranti, alan, keruing, ramin, kapur, teak,
jongkong, merbau, jelutong, kempas, virola, mahogany “swietenia
spp.”, imbuia, balsa, palissandre de rio, palissandre de para and
palissandre de rose (excl. wood marquetry and inlaid wood)
o 4420.1019: Statuettes and other ornaments, of wood (excl.
okoumé, obeche, sapelli, sipo, acajou, d’afrique, makoré, iroko,
tiama, tiama, mansonia, ilomba, dibétou, limba, azobé, dark red
meranti, light red meranti, meranti bakau, white lauan, white
meranti, white seraya, yellow meranti, alan, keruing, ramin,
kapur, teak, jongkong, merbau, jelutong, kempas, virola,
mahogany {swietenia spp.}, imbuia, balsa, palissandre de rio,
palissandre de para and palissandre de rose; wood marquetry and
inlaid wood
o 7018.9090: Glass beads, imitation pearls, imitation precious or
semi-precious stones and similar glass smallwares, and articles
thereof other than imitation jewellery; glass eyes other than
prosthetic articles; statuettes and other ornaments of lamp-
worked glass, other than imitation jewellery; glass microspheres
not exceeding 1 mm in diameter, other
o 8306.2100: Statuettes and other ornaments, of base metal, plated
with precious metal (excl. works of art, collector’s pieces and
antiques)
o 8306.2910: Statuettes and other ornaments, of copper not plated
with precious metals (excl. works of art, collector’s pieces and
antiques)
Prodcom: The following prodcom codes are used to indicate European
production of decorative knobs:
o 1629.1300: Wood marquetry and inlaid wood; caskets and cases
for jewellery or cutlery and similar articles; statuettes and other
ornaments; coat or hat racks; office letter trays, ash trays, pen-
trays, ink stands
o 2229.2620: Statuettes and other ornamental articles of plastic
(including photograph, picture and similar frames)
o 2349.1230: Other ceramic articles of porcelain/china including non-
refractory firebrick cheeks, parts of stoves/fireplaces, flower-pots,
handles and knobs, signs/motifs for shops, radiator humidifiers
o 2341.1330: Statuettes and other ornamental articles, of porcelain
or china
o 2341.1350: Ceramic statuettes and other ornamental articles
o 2349.1250: Ceramic articles, n.e.s. (excl. of porcelain or china)
CBI Product factsheet: Decorative knobs in Europe
Source: CBI Market Information Database • URL: www.cbi.eu • Contact: marketintel@cbi.eu • www.cbi.eu/disclaimer
o 2599.2400: Statuettes, frames, mirrors and other ornaments of
base metal
o 2319.2670: Glass smallware (including beads, imitation
pearls/stones, etc.)
This survey was compiled for CBI by ProFound – Advisers In Development,
and
CBI sector expert Kees Bronk, GO! GoodOpportunity.
Disclaimer CBI market information tools: http://www.cbi.eu/disclaimer
Source: Eurostat, 2013