Scandily clad

Hygge, the Danish lifestyle trend based on `cosiness', has made quite a splash in the home market since 2016. But two years on, is it just another fad that's had its day, or is it here to stay?

Unsurprisingly, this trend has been particularly beneficial for Danish homeware brands, such as Flying Tiger and Sostrene Grene. Both retailers successfully translate the idea of hygge into homeware products by combining affordable prices and unpretentious, cosy designs. But hygge is not just about the product itself: Tiger and Sostrene Grene both sell their products in-store only, which allows them to create a unique customer experience and immerse store visitors in a Danish way of living. This might seem like a risky strategy given the decline in footfall across Europe, but it has paid off so far: Tiger saw a 20% revenue growth in 2016, while Sostrene Grene's turnover grew by 40% last year.

But it's not just Scandinavian brands who benefit from this trend – certain product categories have also seen significant growth. To make their households more hygge, British consumers have invested heavily in candles and blankets. In 2015, a quarter of UK households bought scented candles (up 22% compared to the previous year), while according to GlobalData, the UK bedroom textiles market is expected to grow by 12.5% by 2022, with almost 60% of purchases made to `achieve a new look'.

While hygge seems to be ruling the world of homewares, a different Scandinavian lifestyle concept is already gaining popularity across Europe. ‘Lagom’ – meaning ‘not too much, just enough’ in Swedish, is one of the major interior design trends of 2018 according to houseology.com. In 2017, IKEA expanded its Live Lagom Project, encouraging more sustainable lifestyles and promoting products with clean and simple designs.  

However, embracing Swedish minimalism is unlikely to completely turn British consumers off blankets, reed diffusers and all things cosy. `Lykke' (happiness) is another Danish trend that has recently entered our lexicon, with Lykke candles and diffusers now on sale in the UK. Lykke and hygge perfectly address the needs of stressed and time-poor consumers looking to devote more time to self-care and create a sense of cosiness at home. Consequently, we expect that hygge-inspired home accessories and brands will continue to be popular among British consumers, although they may become more minimalist – or lagom – in design.

Ada Pospi