CBI European market study Home Decoration & Home Textiles – 2018

In 2018, Globally Cool explored the European market for home decoration and home textiles (HDHT) from Bangladesh, Ghana and Indonesia for the Centre for the Promotion of Imports (CBI).

Our study provides insights into the European market side of CBI’s HDHT value chain analysis for these countries. Focusing on handmade products of natural and/or recycled materials, we selected these promising product groups per country:


  • basketry.
  • rugs and mats.
  • decorative home textiles.
  • shopping bags and totes.


  • basketry.
  • wooden home accessories.
  • home accessories made of other materials.


  • small wooden and rattan furniture.
  • basketry.
  • cushion covers and throws.

We provided detailed insights on e.g. the European market structure, demand, prices, requirements, corporate social responsibility (CSR) and unique selling points (USPs). In addition, we discuss opportunities, obstacles and possible interventions.


basketry, rugs and mats, decorative home textiles, shopping bags and totes, wooden home accessories, home accessories of other materials, small wooden and rattan furniture, cushion covers and throws




Bangladesh, EU (general), Ghana, Indonesia

Type of activity

  • Consulting
  • Market Intelligence


  • Desk research using sources like our existing CBI HDHT market intelligence.
  • Extensive interviews with HDHT sector experts.
  • Extensive interviews with European HDHT importers with experience in one or more of the source countries.
  • Interviews with CBI Programme Managers for Bangladesh, Ghana and Indonesia.
  • Statistical analysis using ITC Trademap and ITC Export Potential Map analysis.


EU HDHT market study with detailed insights on e.g.:

  • European market structure.
  • demand.
  • prices.
  • requirements.
  • corporate social responsibility (CSR).
  • unique selling points (USPs).
  • opportunities.
  • obstacles.
  • possible interventions.
  • input for value chain analyses in Bangladesh, Ghana and Indonesia.