There is no doubt that the world has become more connected, and that in several countries, there are many things that are similar or relatively similar. But there are other things that are specific to a country or region. Before you sell in a new country, you must research the market and trends to maximize your success.
This blog focuses on the popular size and styles of bedding in Germany. This information can help you decide which products to offer to this market and increase your sales potential.
You can also check out our blog, “Homeware and Furniture Market in Europe,” to learn more about the industry’s potential in Germany and Europe.
Let’s start with exploring mattress sizes in Germany. In the table below, you can see the difference in numbers. This is a guide for you to have an idea. Remember, Germans use centimeters instead of inches and do not use names for bed sizes (twin, full, queen, king); bed sizes go by numbers. The most popular bed size for adults is what you could call Single or Twin XL, 90cm x 200 cm (35“ x 78“).
Reference for popular size mattresses
Box Spring Bed Platform Bed
What bedding is popular in Germany for dressing the bed and sleeping?
Germans, as in other EU countries, use Duvets instead of comforters. Comforters are not famous; they are non-existent. As a background, a Duvet has two pieces, one of which is the Duvet insert, which looks like a white blanket, and the Duvet cover, which is interchangeable and has one side open with a zipper or buttons to slide in the Duvet insert.
The most popular fillings for a Duvet insert in Germany are down and feathers. The down is used mainly for its capacity to maintain heat. Down is more expensive than feathers, and it is also finer. The higher the proportion of down in the filling, the lighter the blanket can be with equally good heat capacity.
Feathers are larger than down, higher volume, less expensive, heavier and more robust, making them a great filling, as they offer durability and support.
Regarding Duvet covers, there are different styles, colors and materials. The consensus is that Germans tend to go for solid basic color shades; white, cream, light purples, blues, pale pink, nudes and grays.
The most widely used materials are 100% cotton or linen. But depending on the person’s sleeping needs, the fabrics they would choose are different. As a home and living brand, if you are considering offering other materials to the German market, we are sure that you are aware of the benefits of each material. This should be communicated to your customers, so they can choose what works best for them.
Here are some general tips:
For people that get warm quickly: 100% cotton or linen fabrics
For people that get cold quickly: beaver, flannel, or terry cloth
Iron-free: jersey, seersucker, microfiber, glossy satin, terry cloth, or polycotton
As for sizing, the most popular are:
Standard size: 135cm x 200 cm (53” x 78”)
Comfort size (taller people): 155cm x 220cm (61” x 87”)
Couples sharing Duvet: 200cm x 200cm (78” x 78”)
How about fitting sheets?
The colors and materials mentioned above also apply to fitted sheets. The difference is the size, as it depends on the size of the bed and the style (box spring or other). Here is a guide to the most popular size you can use as a home and living e-commerce brand to decide on your product portfolio.
Now let’s talk about the most crucial sleep supporter, Pillows!
Here’s the exciting part, pillows can seem very different from those used in the US, as the most common shape is a large square. Another type of pillow is used in the form of a large rectangle. You can see the two images below for better reference.
In terms of sizing, the two main dimensions are 40 cm x 80 cm (16″ x 31″) and 80cm x 80cm (31″ x 31″). The 80×80 pillow is one of the most used in German bedrooms, but the smaller 40×80 pillow is mainly used by belly sleepers who need a small, flat pillow.
When selecting the pillowcases, they usually come in the duvet or bed linen set. As an e-commerce home and living brand, it would be a good idea to offer sets rather than single items and ensure the correct sizing. Otherwise, you could lose potential customers.
Lastly, here are some simple examples of a complete bed linen set
These images show the type of bedding Germans commonly use, and give you an idea of what you could offer them. You can also find some differences between American and German bedrooms.
Remember that the best thing for specifics is to check your target persona to appeal to them better.
How can your e-commerce Home & Living brand successfully expand into the German market?
Otto is one of Germany’s most successful online marketplaces. It is the leading marketplace in this category and is among the top players in growth. Given Otto’s presence and market penetration in Germany, it can enable foreign home and living brands to enter the German market, which is the largest within the EU, and be part of its success.
BorderGuru is part of the Otto Group, and with our Channels solution, we can help you become part of Otto’s success. We offer the tools you need to aggregate and accelerate your brand in the Otto Market.
Are you ready to enter the German market? Contact us now to learn more about how BorderGuru can help you achieve your brand’s expansion goals.