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Jan 10 2018

Why the furniture sector is interested in Pinterest

On a monthly basis, the social network Pinterest currently has 200 million active users. These people have created over 100 billion pins, which is what posts on Pinterest are called. Half of all users are from countries outside the United States. There is no official user data for Germany. Pinterest is more popular among female users: 70 per cent of users are female, 30 per cent are male. Two thirds of users are between the ages of 25 and 54. Pinterest users are very active with 72 per cent saying that Pinterest helps them in their search for ideas for everyday life.

More purchases of furniture and home decor

Forty per cent of all those buyers who purchased furnishing items in the last six months came via this platform. They made 27 per cent more purchases of furnishing items than buyers who do not use the platform. The most commonly pinned and searched-for categories include DIY and crafts as well as home decor. Pinterest therefore offers great opportunities to companies in the interiors sector, especially since the target group is not only interested in furniture and home decor, but also has a higher household income. Half of all Pinterest users earn more than €40,000 a year, with ten per cent of households even taking home approximately €85,000 per year. The only drawback is that Pinterest does not attract new users in Europe as quickly as it does in the United States.

Five interiors brands that are successful on Pinterest

Below, we present five inspiring Pinterest channels from furniture retailers and companies in the interiors sector that showcase their products on the platform. Users can acquire the featured looks directly in the retailer’s online shop thanks to integrated links.

Westwing Home & Living Germany

Everything for a stylish home can be found on the Westwing Home & Living Germany Pinterest account. The company uses numerous pinboards with names like balcony & garden, bathroom and loft living to inspire its followers. It also features topics that are not primarily associated with furniture and home accessories.

99chairs

The interiors start-up 99chairs is also capitalising on Pinterest and uses the social network to demonstrate more than just its trained eye for home-living trends. The young company also presents impressions of happy customers, comfortable apartments and offices.

Möbel Höffner

Furniture retailer Höffner uses Pinterest to inspire followers with different interior looks. From trending themes such as hygge and ethnic to special occasions including New Year’s Eve, Mother’s Day and baby showers, Höffner Furniture’s Pinterest account covers everything.

Alinéa Meuble & Déco

The Pinterest account from French brand Alinéa Mobilier & décoration also provides inspiration with different home interior looks and furnishing accessories. The company’s channel has attracted almost 5,000 followers.

IKEA USA

At the time of publication, IKEA USA has an incredible 491,739 followers. On Pinterest, the Swedish furniture group provides many insights into its interiors, presents images from its catalogues and showcases IKEA DIY projects. IKEA has Pinterest accounts for many countries. Interestingly, the Swedish account only has 24,444 followers. But measured against the size of this small country, that really isn’t at all bad!

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