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

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%.

Scope

• 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

Reasons to Buy

• 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