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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