The European market potential for cushion covers

More than half of Europe’s imports of textile furnishings, including cushion covers, come from developing countries. This makes Europe an interesting market for you. Good ways to add value to your product include focusing on design, artisanry, sustainability and the story behind your product. Creating cushion covers as part of a wider range of similar products, or in combination with blankets and throws, also offers opportunities. Offering co-creation can also give you a competitive edge.

1. Product description: cushion covers

In home decoration and home textiles (HDHT), there are several categories consisting of various product groups. Cushion covers are categorised under home textiles. A cushion cover is a fabric case that covers cushions. Besides protecting cushions, cushion covers mainly function as decoration. They offer an inexpensive way for consumers to express their personal style, both in the living room and as decoration in the bedroom.

This study uses the following codes to refer to trade in different types of cushion covers:

Table 1: Product codes

Functionality

Cushion covers mainly serve as decoration for the sofa, couch and bed. They are not intended as pillowcases for the pillows you sleep on. The covers also protect cushions from stains and wear and tear.

Material

Cushion covers are available in a wide variety of fabrics. Common natural materials for cushion covers include cotton, linen, wool, silk, jute and leather. Other options include recycled or leftover fabrics, synthetic fibres and blended yarns. Cushions for outdoor use are often made of weather-resistant materials, including recycled PET fabric.

Figure 1: atisan – fairly produced cushion covers from natural materials

Source: atisan @ YouTube

Design

Cushion covers come in various designs, depending on their origin and the targeted market segment. They are mostly rectangular, but other shapes – such as round and cylindrical – are also available.

Size

Cushion cover sizes vary, matching the sizes of the cushions themselves. The most common sizes on the European market are:

• 40 x 40 cm;
• 40 x 65 cm;
• 45 x 45 cm;
• 50 x 30 cm;
• 50 x 50 cm;
• 65 x 65 cm.

Other sizes are also possible, depending on the target country. Ask your buyer what specific sizes they are looking for in the early stages of collaboration.

2. What makes Europe an interesting market for cushion covers?

The European import market for textile furnishings is valued at about €1 billion. More than half of this comes directly from developing countries, making Europe an interesting market for you.

Source: UN Comtrade & Eurostat Comext (2025)

European imports of textile furnishing articles, including cushion covers, are generally fairly stable at about €1 billion. After declining to €881 million due to trade disruptions in 2020, they peaked at €1.1 billion in 2022 before stabilising again. The European market accounts for about 40% of total textile furnishing imports worldwide.

More than half of European textile furnishing imports came directly from developing countries. These imports grew from €504 million in 2020 to €526 million in 2024, with a strong peak of €666 million in 2022. This makes Europe an interesting market for you, as an exporter from a developing country.

Various international trade disruptions continue to affect the cost and availability of raw materials, energy and transport. At the same time, lockdowns during COVID-19 have led to an increased focus on the home and garden. Combined with trends like sustainability, wellness and ‘home sweet home’, this may (partially) compensate for the pressure that the ‘cost-of-living crisis’ has put on consumer spending. Cushion covers can also offer an affordable way for consumers to refresh their décor on a limited budget. For more drivers of demand, see the section on trends.

3. Which European countries offer the best opportunities for cushion covers?

The larger Western European economies are the main importers of textile furnishing articles, including cushion covers. However, importers in these countries generally sell their products across Europe. Your best strategy is to focus on a particular segment, rather than a specific country.

Source: UN Comtrade & Eurostat Comext (2025)

Germany is Europe’s leading importer of textile furnishings, accounting for 18% of imports in 2024. France followed with 14%, and the United Kingdom (UK) with 11%. Romania (6.1%), Italy (6.1%) and Poland (5.4%) rounded out the top 6. However, since about 90% of Romania’s imports come from within Europe, opportunities for you are limited in this market. The Netherlands (5.2% of German imports) may be more interesting.

Consumer spending is under pressure

Cushion cover sales are sensitive to economic cycles. When economic circumstances and prospects are down, consumers postpone buying items they do not urgently need. When economic conditions are good, purchases of such non-essential products tend to rise. Reflecting this, 94% of consumers in an international survey said they would consider cutting spending on home décor in the event of an economic downturn.

European consumer confidence fell sharply in March 2022 due to the situation in Ukraine and the cost-of-living crisis that followed. Although it has improved since then, consumer confidence is still fragile, scoring below its long-term average.

* forecast

Source: OECD Economic Outlook 116

The cost-of-living crisis has clearly affected consumer spending (‘private consumption expenditure’) in the leading European markets. Forecasts for 2025/2026 continue to be modest, reflecting consumer confidence.

Germany is Europe’s largest importer of textile furnishings

Europe’s leading textile furnishings importer is Germany. Its imports showed a strong peak in 2022, before declining to more modest levels. They declined from €159 million in 2020 to €149 million in 2024, at an average annual rate (CAGR) of -1.6%. Germany’s leading suppliers were China (37% in 2024) and Poland (13%).

Germany’s imports of textile furnishings from developing countries declined from €102 million in 2020 to €88 million in 2024, at a CAGR of -3.7%. As a result, their direct import market share declined from 64% to 59%. This is still higher than the European average. The decline was mainly due to decreasing imports from leading supplier China. Other important developing countries were India (9.1%), Türkiye (4.0%), Pakistan (3.5%), Vietnam (2.7%) and Jordan (1.0%).

Germany’s large domestic market, role as a European trade hub, and relatively high textile furnishing imports from developing countries can make this an interesting market for you. To differentiate yourself from Chinese mass production, you should add value to your products to target the mid- to high-end market. For example by focusing on design, artisanry, sustainability and storytelling.

France increases its imports from developing countries

French imports of textile furnishings grew from €92 million in 2020 to €139 million in 2024, at a CAGR of 11%. Imports from developing countries showed especially strong growth. They nearly doubled from €57 million in 2020 to €105 million in 2024, at a strong CAGR of 17%. This has made France Europe’s largest importer of textile furnishing articles from developing countries, as their direct market share grew from 61% to 76%.

France’s largest suppliers were Türkiye (29% in 2024), China (19%), Tunisia (13%) and India (12%). The increase in imports from developing countries was mainly due to Türkiye’s booming exports. Other developing countries that performed well include Morocco (1.6%) and Pakistan (0.6%). France’s growing market for textile furnishing imports from developing countries could offer opportunities, but competition is strong.

Brexit may stimulate direct trade with the UK

The UK’s imports of textile furnishings grew from €86 million in 2020 to €107 million in 2024, at a CAGR of 5.6%. China is relatively dominant in this market, with a direct import share of 57% in 2024. India accounted for 16%. However, other developing countries also performed well. In 2024, Türkiye supplied 3.6% of the UK’s imports of textile furnishings, Pakistan 2.5%, Morocco 1.9% and Bangladesh 0.7%. All of these countries increased their exports to the UK between 2020 and 2024. Developing countries directly supplied 84% of the UK’s textile furnishing imports in 2024.

Brexit may stimulate direct imports from developing countries, allowing British buyers to avoid additional fees now that they are no longer part of the European Union’s single market. Considering the country’s high imports from developing countries and the potential increased interest in direct sourcing, the UK could offer you opportunities.

Italy increases its imports from European countries

Italy’s imports of textile furnishings grew from €41 million in 2020 to €58 million in 2024, at a CAGR of 9.4%. Its leading suppliers were China (34% in 2024) and Romania (26%).

Direct imports from developing countries grew from €24 million in 2020 to €30 million in 2024, at a CAGR of 5.9%. Despite this strong increase, the direct import market share of developing countries is modest. It decreased from 58% in 2020 to 51% in 2024. This was mainly due to increased imports from other European countries, like Romania and France. In 2024, China (34%), India (6.7%), Türkiye (4.3%), Pakistan (3.4%), Vietnam (1.3%) and Jordan (0.7%) were the largest exporters among developing countries.

Poland is an emerging market

Poland’s textile furnishing imports peaked at €68 million in 2022, before returning to a more modest €53 million. In 2024, Poland’s largest suppliers were China (36%) and Germany (26%). It should be noted that imports in 2024 (both overall and from developing countries specifically) were likely higher, but supply data for its third-largest supplier, Tunisia (10% in 2023), were unavailable for 2024. 

Even so, Poland’s imports of textile furnishings from developing countries grew from €21 million in 2020 to €29 million in 2024, at a CAGR of 8.3%. The direct import market share of developing countries grew from 38% to 56%, which is above the European average. Other important developing countries included Bangladesh (6.5%), India (6.0%), Bosnia and Herzegovina (2.0%), Morocco (1.7%), Türkiye (1.3%) and Ukraine (1.0%). These countries all increased their exports between 2020 and 2024. As the Polish market continues to mature, it may become interesting for you.

The Netherlands is an important European trade hub

The Netherlands is another important European trade hub. This could make the country an interesting market for you. Its imports peaked in 2021-2022, before declining to more modest levels. Overall, they declined from €57 million in 2020 to €51 million in 2024, at a CAGR of -2.8%. The Netherlands’ leading suppliers were China (51% in 2024), India (12%) and Germany (11%).

At the same time, the Netherlands’ textile furnishing imports from developing countries grew from €34 million in 2020 to €39 million in 2024, at a CAGR of 3.8%. As a result, the direct import market share of developing countries grew from 60% to 78% – the highest among the leading European markets. Besides China, important developing countries in 2024 included Türkiye (8.1%), Pakistan (1.8%), Tunisia (1.5%), Bangladesh (1.2%), Vietnam (0.9%) and Mexico (0.6%). These countries all increased their exports between 2020 and 2024, except Vietnam.

4. Which trends offer opportunities or pose threats in the European cushion cover market?

The market for cushion covers is shaped by various trends, often related to trends for HDHT on a sector level. Key topics are ‘home sweet home’, wellness and sustainability. Aspects of these trends are connected.

Home sweet home: cocooning

In this trend, the home functions as a shelter – often for older consumers with relatively high disposable incomes. These consumers make the home a retreat from a stressful outside world by creating a comfortable, luxurious interior.

However, ‘home sweet home’ is also about families or groups of friends enjoying each other’s company, entertaining, cooking and dining, or just relaxing. Central to this is the idea of ‘cocooning’ – the need to surround yourself with people and things you love, inside the warmth and familiarity of your own home. This also applies to the garden and balcony, which have become extensions of the home.

Cushion covers play a key role in this trend by creating a cosy atmosphere (also known as ‘hygge’). They add a decorative touch, reflecting consumers’ personal style and taste. In addition, consumers can use cushions to create a comfortable space for their cocooning needs – especially in combination with other home textiles, like blankets and throws.

Wellness: closer to nature

European consumers are constantly trying to improve themselves, both in body and mind. In a global survey, 89% of respondents said they took more action to improve their wellbeing in 2024 than the year before. In a Life at Home survey, 40% of respondents who felt more positive about their home also saw a positive impact on their mental health. The 2 most important activities for achieving a sense of wellbeing at home are sleeping and relaxing, for example by reading, watching TV or listening to music. Perfect for snuggling up with cosy, comfortable cushions in calming styles.

Refreshing your décor can be a good way to improve your mental (and physical) wellness. In fact, boosting mood and wellbeing is the main reason for redecorating among British consumers. Cushion covers offer an easy way for consumers to express themselves and their evolving personal style, even when budgets are limited. For example, new cushion covers can transform the look of a sofa at a much lower cost.

A key part of this wellness trend involves urban consumers getting in touch with nature, both inside and outside the home. Closeness to nature makes them feel healthier, more relaxed, and less concerned about the environment. This inspires designers to merge outdoor imagery with indoor decoration. Flower and leaf patterns, green colours and print combinations that relate to natural habitats are popular. The need to connect with nature also fits well with the use of natural materials.

Sparked by this trend and ‘home sweet home’, the lines between the indoor and outdoor areas of the home are blurring. The garden is decorated like part of the living room, creating demand for outdoor cushions made from weather-resistant materials.

Sustainability: people and planet

European consumers and designers are making more sustainable choices, especially in the mid-high to high-end market segments. They are increasingly aware of and concerned about the negative impacts of production and consumption. This is driving the popularity of sustainability labels and commitments in the textile industry.

In Europe’s leading HDHT markets, most consumers believe that having a sustainable lifestyle is important. For many, sustainability is highly or extremely important when buying home textiles. Most are prepared to spend a bit more on sustainable options.

For cushion covers, key topics regarding social and environmental sustainability include: 

• Materials: Are your materials renewable? Are they traceable and responsibly traded?
• Production process: Can you reduce your energy use? Can you prevent water, air and soil pollution, for example in the dyeing process? Can you reuse waste, either inside the production system or elsewhere? In general, can you ensure low-impact production?
• Labour and ethical practices: Does production take place in a safe and healthy way? Are your labour contracts fair?
• Transport: Do you use clean transport options? Do you pack containers effectively? Are your packing materials recyclable?

Responsible fabric options include sustainable raw materials like organic cotton, wool and (ethical) silk, as well as relatively ‘new’ fibres like bamboo and hemp. Another option is to use recycled fabrics/fibres or leftovers from the production of other textile products. Textile production is estimated to be responsible for about 20% of global clean water pollution from dyeing and finishing products, so natural dyes add an extra sustainable feature to your cushion covers. Certification – such as fair trade or organic materials – can also add value to your product.

Traditional artisanry and design

Ethnic motifs and traditional artisanry are popular (long-term) trends in the European market for cushion covers. Consumers are interested in the story behind the product, which adds to its uniqueness. You can also experiment with traditional designs, and give them a modern twist. Kilim cushion covers are a successful example of the influence of tradition. Handwoven and made of wool, these Turkish cushion covers are a unique product with a story.

Figure 5: IKEA – hand-embroidered cotton cushion covers by women artisans

Source: IKEA @ YouTube

Co-creation and range development

European buyers are increasingly trying to stand out from their competitors by focusing on their own image and design. They look for producers they can cooperate with to develop their own products, known as co-creation. This makes it extra important to showcase your unique skills, production techniques, and the variety of raw materials you work with.

Figure 6: West Elm – how to mix and match cushions

Source: West Elm & YouTube

More and more buyers are selling concepts rather than single products to their clients – especially in the middle-high segment. They do this for marketing and positioning purposes, to broaden their range and to push sales. To benefit from this trend, you can sell your cushion covers as part of a wider range of similar products, featuring different materials and techniques. Combinations with matching blankets and throws are also an option. Their design could be similar to your cushion covers, but you can also look at complementary designs and materials.

Globally Cool carried out this study in partnership with GO! Good Opportunity and Remco Kemper on behalf of CBI.

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