Entering the European market for basketry

The European market for basketry is dominated by low-cost mass production. The mid-mid and mid-high segments offer you the most opportunities. To appeal to consumers in these segments, you should focus on design, decoration, artisanry and telling the story behind your baskets. Sustainability can also add value. Entering the European market means you must comply with mandatory (legal) requirements, as well as any additional or niche requirements your buyers may have.

1. What requirements must basketry meet to be allowed on the European market?

The following requirements apply to basketry on the European market. For a more detailed overview, see our study on buyer requirements for home decorations and home textiles (HDHT).

What are mandatory requirements?

When exporting basketry to Europe, you must comply with various legal requirements.

General Product Safety Regulation

The new General Product Safety Regulation (GPSR, EU 2023/988) requires that non-food products marketed in the European Union (EU) are safe to use. This applies to all non-food products sold online and offline. Non-EU products can only be sold if an ‘economic operator’ based in the EU is responsible for their safety. For business-to-consumer (B2C) trade, you must contract an authorised representative or fulfilment service provider.

To prove that your products are safe, you must do a risk analysis and write the required technical documentation. Unsafe products are rejected at the European border or withdrawn from the market. The EU uses the Safety Gate system to list and share information about such products.

Restricted chemicals: REACH

The REACH regulation (EC 1907/2006) lists restricted chemicals in products marketed in Europe. For basketry, chemicals are mainly used in dyes and paints.

Intellectual property rights

When you develop products, you must not copy an existing design. Intellectual property (IP) is protected in Europe, and products that violate IP rights are banned from the market.

Corporate Sustainability Due Diligence Directive and Forced Labour Regulation

The Corporate Sustainability Due Diligence Directive (CSDDD – EU 2024/1760) requires larger companies to do everything they can to reduce any negative impacts of their activities on human rights and the environment. The CSDDD applies to both the company’s own operations and its direct business partners. This means that the new rules may apply to you indirectly via your buyers. The European Commission plans to publish guidelines to help companies conduct due diligence.

In February 2025, the European Commission proposed an Omnibus package to simplify sustainability due diligence requirements. As part of this package, the European Parliament has agreed to postpone the CSDDD’s introduction. The CSDDD will now come into force following a staggered approach: it will apply to the first group of companies from 26 July 2028 until full application on 26 July 2030.

In addition, the Forced Labour Regulation (FLR – EU 2024/3015) bans products made with forced labour. The FLR will apply from 14 December 2027.

Ecodesign for Sustainable Products Regulation

The new Ecodesign for Sustainable Products Regulation (ESPR – EU 2024/1781) entered into force in 2024. It aims to ensure that products:

• Are designed to last longer;
• Are easier to reuse, repair and recycle;
• Incorporate recycled raw materials wherever possible.

The regulation also introduces Digital Product Passports with information about products’ environmental sustainability, like their durability and use of recycled materials. The Commission adopted the first working plan in April 2025, which includes furniture but not basketry.

Packaging legislation

The Packaging and Packaging Waste Directive (PPWD – 94/62/EC) aims to prevent or reduce the impact of packaging and packaging waste on the environment. Buyers may therefore ask you to minimise the use of packaging and/or use sustainable (recycled) materials.

By 2030, all packaging on the European market should be reusable or recyclable economically. To help achieve this, the new Packaging and Packaging Waste Regulation (PPWR – 2025/40) entered into force in February 2025. This regulation will apply from 12 August 2026, replacing the PPWD.

The Plant Health Law (EU 2016/2031) also sets requirements for wood packaging materials used for transport, such as packing cases and pallets. The goal is to prevent organisms that are harmful to plants or plant products from entering and spreading within the EU.

Pending: Green Claims Directive

The European Commission has proposed a Green Claims Directive to:

• Make green claims reliable, comparable and verifiable;
• Protect consumers from greenwashing (pretending you are ‘greener’ than you are);
• Contribute to a circular and green economy;
• Help create a level playing field when it comes to the environmental performance of products.

The proposal is currently awaiting approval. If the Directive is approved, any green claim you make about your product will have to meet certain requirements. These requirements will apply to how you prove and verify your environmental claims, and to how you communicate about them. The same goes for any claim your buyer makes. Until then, 2 current directives already ban misleading and false environmental green claims: the Unfair Commercial Practices Directive (2005/29/EC) and the new Directive to empower consumers for the green transition (EU 2024/825), which enters into force on 27 September 2026.

What additional requirements do buyers often have?

Buyers often have additional requirements related to sustainability, labelling and packaging, and payment and delivery terms.

Sustainability

Social and environmental sustainability are becoming more and more important in the European market. Environmental sustainability is about your company’s impact on the environment, for example through the raw materials you use or your production processes. Social sustainability focuses on your company’s impact on the wellbeing of your workers and the community. Key topics include fair wages and safe working conditions.

In addition to laws and regulations, a growing number of European buyers would like you to comply with:

• Business Social Compliance Initiative (BSCI): an initiative of European retailers to improve social conditions in sourcing countries. They expect their suppliers to follow the BSCI Code of Conduct;
• Ethical Trading Initiative (ETI): an alliance of companies, trade unions and voluntary organisations. ETI aims to improve working conditions in global supply chains via their ETI Base Code of Labour Practice;
• Sedex: a membership organisation striving to improve working conditions in global sourcing chains. The platform lets you share your sustainable performance, based on a self-assessment. You can also be SMETA-audited.

You can learn more about sustainable options from standards such as ISO 14001 and SA8000. There are certificates for these standards, but most buyers do not require them.

Labelling

The information on the product’s outer packaging should correspond to the packing list sent to the importer.

External packaging labels should include:

• Name of producer;
• Name of consignee;
• Quantity;
• Size;
• Volume;
• Warning labels.

Your buyer will specify what information they need on the product labels or on the item itself, such as logos or ‘made in…’ information. This is part of the order specifications. In Europe, EAN or barcodes are commonly used on the product label.

Packaging specifications

Importer specifications

You should pack basketry according to the importer’s instructions. They have their own specific requirements for packaging materials, filling boxes, palletisation and stowing containers. Always ask for the importer’s order specifications, which are part of the purchase order.

Preventing damage

Proper packaging minimises the risk of damage caused by shocks. The way an item is packaged for export depends on how easily it can be damaged. Packaging should ensure that the items inside a cardboard box cannot damage each other. It should also prevent damage to the boxes when they are stacked inside the container. Packaging usually consists of outer and inner cardboard boxes. The inner boxes are filled with protective materials like bubble wrap or paper.

Dimensions and weight

Packaging must be easy to handle in terms of size and weight. Standards are often related to labour regulations at the point of destination and must be specified by the buyer.

Reducing costs

Boxes are usually palletised for air or sea transport, and you have to maximise pallet space. Nesting, flat-packing or folding baskets inside the container reduces costs. Consider this when designing your products. Buyers or consumers may have to dampen the flattened or folded baskets with water to make the material more pliable and re-shape it. If this is the case, you should provide instructions.

Figure 1: Re-shaping a basket

Source: The Baba Tree @ YouTube

Packaging needs to provide maximum protection, but you should also avoid using excess materials or shipping ‘air’. Waste removal is a cost for buyers.

Material

Importers are increasingly banning wooden crating and packaging. Economical and sustainable packaging materials are more popular. Using biodegradable packing materials can be a market opportunity. Some buyers may even demand it.

Consumer packaging

At the retail level, baskets usually come without packaging. This allows consumers to try them out and feel the material. They usually have a label or tag with product information or a story about the person who made the basket. Basketry can also function as packaging itself – for food items such as tea or wine, or for gifts like teapots or nativity sets.

Payment and delivery terms

Payment terms are usually agreed upon with the buyer in the order contract. They vary from buyer to buyer and are related to the volume and value of the order, the type of distribution partner, whether or not an agent is involved, and what delivery terms apply.

Delivery terms, known as Incoterms, depend on the type of distribution partner and their preferences regarding physical distribution. Importers generally prefer Free On Board (FOB) or Free Carrier (FCA) arrangements.

What are the requirements for niche markets?

Fair-trade practices and sustainability certification are the most common niche market requirements.

Fair trade

The concept of fair trade supports fair pricing and improved social conditions for producers and their communities. Fair-trade certification can give you a competitive advantage, especially if the production of your items is labour-intensive. It often includes aspects of environmental sustainability as well.

Common fair-trade labels for basketry producers are the World Fair Trade Organization (WFTO) Guarantee System and Fair for Life certification. For most fair trade-oriented buyers in Europe, however, simply complying with WFTO’s 10 Principles of Fair Trade is enough.

Sustainable rattan and bamboo

FSC (Forest Stewardship Council) certification is the most common label for sustainable wooden products. The FSC chain of custody certification guarantees that a product’s source material comes from responsibly managed forests. Non-timber forest products like rattan and bamboo can also be certified. PEFC (Programme for the Endorsement of Forest Certification) certification is another option.

Recycled materials

The Global Recycle Standard (GRS) is a standard for products containing recycled material, with criteria for environmentally friendly production and good working conditions. Products containing ≥20% recycled material can be GRS-certified, but only if the entire production process is certified. Additional social, environmental, and chemical requirements must also be met. For consumer-facing labelling, the product must contain ≥50% recycled content. If you use GRS-certified material, you can highlight in your communication that this material is certified.

Similarly, the Recycled Claim Standard (RCS) is intended for products containing ≥5% recycled material. Unlike the GRS, the RCS does not address social or environmental aspects of processing and manufacturing.

2. Through which channels can you get basketry on the European market?

Baskets enter the market through importers/wholesalers that supply to retailers, as well as retailers that buy directly from suppliers. There are three market segments: low-end, mid-end and high-end (premium).

How is the end-market segmented?

Figure 2: Basketry market segmentation in Europe

Source: Globally Cool, GO! Good Opportunity & Remco Kemper

Low-end market

In the low-end market, the focus is on convenience and high volumes. Baskets in this segment are mainly functional. Shapes, materials and prices are basic. Typical retailers include hypermarkets such as Carrefour and general department stores like HEMA.

Large-scale suppliers from Asia dominate this segment. In exchange for volume, they can accept small margins by fine-tuning their processes and/or squeezing production costs. This has driven overall price levels down and has led consumers to see these baskets as low-priced items, expecting to get ‘a lot for little’ (sets). Such low-cost production means the room to stand out in the low-end market is very small. Instead, the mid-end market offers opportunities for you, as a small or medium-sized enterprise (SME) from a developing country.

Mid-end market

Products for the mid-end market are trendier. H&M Home and Habitat are examples of relevant players. Prices are also under pressure in this market. These baskets are often made in typical mid-market styles like cottage, colonial or romantic/nostalgic. Players in this segment often struggle to stand out from their competitors. As a result, their products tend to look alike – with their typical whitewash, lettering and inside fabric lining. This has resulted in price pressure, lower product quality and a lower value perception.

Despite this pressure, the mid-mid and mid-high markets offer the most opportunities. To compete, you need to pay special attention to design, decoration, handweaving and sustainability. Use interesting shapes, patterns, techniques and (local) materials, and highlight these in your storytelling.

High-end/premium market

Design, decoration, artisanry and brand names are the main sales arguments in the high-end/premium market. Baskets for this segment are decorative pieces in their own right. They can almost lose their practical function and simply become fun or beautiful objects to look at. Concept stores and (online) speciality stores like Abask play an important role in this segment.

Through which channels does basketry end up on the end-market?

Market access channels for basketry mainly follow traditional patterns. Importers/wholesalers supply to retailers. Larger retail chains often bypass these intermediaries and handle their own imports, but more and more smaller retailers have also started buying directly from suppliers. In some cases, buying agents play a role.

Figure 3: Trade channels for basketry in Europe

Source: Globally Cool, GO! Good Opportunity & Remco Kemper

Importers/wholesalers

Importers/wholesalers sell products to retailers in their own country or region or re-export across Europe. Another distribution flow for them is supplying to buyers in the project market (such as hotels and spas).

These importers/wholesalers handle the import procedures. They take ownership of the goods when they buy from you (unlike agents), taking on the risk of the onward sale of the products. Developing a long-term relationship can lead to a high level of cooperation on appropriate designs for the market, new trends, use of materials, types of finishing and quality requirements.

Importing retailers

Retailers come in many sizes: they can be large and part of a chain or small and independent. Especially larger retail chains often import directly from suppliers in developing countries. Many even have their own buying offices in developing countries. Others, mainly smaller independent stores, order in Europe from wholesalers.

There is a tendency towards consolidation in European retail. Large retail brands are becoming more widespread and more ‘lifestyle-centred’, offering home decoration and home textiles as well as fashion accessories and furniture.

Buying agents, buying houses and sales agents

You may encounter several types of intermediaries when doing business with European buyers:

• European buying agents: represent European buyers in sourcing countries, but do not import products themselves. Sometimes they have a more limited role, such as checking product quality. They can work individually or as part of a purchasing company;
• Buying houses: comparable to buying agents, but they are based in your country and usually offer more services. These can range from raw material sourcing to design and sampling services;
• European sales agents: can help you find European buyers. However, you should be careful about entering into agreements with commercial agents, because European legislation protects their position.

Agents and buying houses mostly work on commission. They may approach you, or your buyer may request an intermediary. However, you should always try to work directly with your buyer. This saves on commission and allows you to communicate directly.

E-commerce

E-commerce has grown in recent years. The easiest way to benefit from this trend is by supplying a European wholesaler or retailer with a strong online presence. This is usually not a separate channel. Retailers often combine online and offline channels, which have the same supply processes. Companies that only sell online also need to take stock before they can sell.

What is the most interesting channel for you?

Importers/wholesalers are the main channel between exporters in developing countries and European retailers. They are interesting if you want to develop a long-term relationship. These importers usually know the European market well, so they can provide valuable information and guidance on market preferences. They generally prefer FOB or FCA Incoterms.

Figure 4: Incoterms

Source: Globally Cool, GO! Good Opportunity & Remco Kemper

Large retailers are increasingly handling their own imports to cut out the margins of importers/wholesalers, reduce time to market, and have more control over product design and finish.

Smaller, independent retailers need to set themselves apart from retail chains through value-added service, specialised offers and authenticity. Buying directly from producers in developing countries is an interesting way for them to do this. They typically prefer small order quantities per item, small total order volumes, and delivery to their doorstep via Delivered Duty Paid (DDP) or Delivery At Place (DAP). Repeat orders are less likely. You need to calculate whether this is cost-effective for you.

The trend of direct sourcing is expected to continue. This may create more opportunities for you, as a growing pool of buyers could improve your bargaining position. Because importing retailers order for their own shops, they can place orders much quicker than importers/wholesalers who may need to show samples to their retailers before ordering.

3. What competition do you face on the European basketry market?

Most of Europe’s basketry imports come from developing countries. Together, China and Vietnam supply nearly half of all imported baskets. These countries mainly provide mass-produced baskets for the lower-end segments. Instead of competing with them, your best opportunities are in the mid-end market. There, you will compete with manufacturers from countries like Indonesia and Madagascar.

China is Europe’s leading basketry supplier by far, providing 33% of imports in 2024. Vietnam follows with 15%. Next are Indonesia and the Netherlands (5.6% each), Germany (4.7%) and Madagascar (4.4%).

Which countries are you competing with?

Source: UN Comtrade & Eurostat Comext, 2025

China dominates the lower-end market

Chinese basketry supplies to Europe have fluctuated in recent years, peaking in 2022. Overall, they grew from €240 million in 2020 to €276 million in 2024 at an average annual rate (CAGR) of 3.6%. Despite this growth, China’s direct import market share dropped from 40% to 33%.

Chinese producers mainly supply the lower ends of the market with low-priced products. China’s strengths are its low-cost workforce, availability of raw materials and efficient shipping to Europe. However, rising labour costs have affected the country’s price competitiveness. In the coming years, China’s trade war with the United States and other disruptions may further affect exports. High US tariffs may drive Chinese exports towards the European market, at lower prices (‘dumping’). To protect the EU internal market from harmful imports, a new import surveillance task force will monitor import trends. The European Commission can use the EU’s trade defence toolbox, including anti-dumping measures.

Nevertheless, SMEs may face intensified competition, especially at the lower ends of the market. At the same time, European importers increasingly want to diversify their collections and become less dependent on China. This could benefit suppliers from other developing countries, like you.

To avoid having to compete with Chinese suppliers on costs, stay away from mass-produced basketry. Focus more on design, artisanry, sustainability and the story behind your product. This allows you to enter the mid-end market.

Vietnam is another low-cost producer

Vietnamese basketry exports to Europe grew from €99 million in 2020 to €127 million in 2024, at a CAGR of 6.5%. Exports peaked in 2022, at €185 million.

Like Chinese producers, Vietnamese suppliers are very productive and can produce at low costs. These suppliers generally have a good idea of what is commercial and trendy in Europe. They effectively combine handmade and mechanised production and can cater to a wide range of lower- and mid-end markets. This could allow them to benefit from potential disruptions in trade with China.

Indonesia is leading in rattan basketry

Indonesia’s basketry supplies to Europe grew from €42 million in 2020 to €47 million in 2024, at a CAGR of 2.5%. They peaked at €77 million in 2022. About a third of these exports were destined for the Netherlands, a country with which it has historical ties.

Indonesia is famous for its rattan products. The country is the leading supplier of rattan basketry to Europe, providing about 40% of all imports of these items. Indonesian basketry producers also have access to a variety of other natural materials, ranging from water hyacinth to Pandanus and several types of grass. Unlike Chinese and Vietnamese producers, they hardly export synthetic basketry.

Wages in Indonesia are higher than in countries like Vietnam. This means suppliers have to target the mid- to high-end markets to compete. They do so by delivering high-quality, decorative and functional baskets that are often handwoven. Indonesian basket makers are known for their quality weaving. Indonesia's logistical structure and business climate are good, making it accessible to European importers.

Madagascar’s basketry supplies to Europe are booming

In recent years, Madagascar’s basketry exports to Europe have grown exponentially. They increased from €6.6 million in 2020 to €37 million in 2024, at a CAGR of 54%. After several years of impressive growth, basketry exports stabilised in 2023-2024. This could mean that Madagascar’s exporters have reached their full capacity.

Most of Madagascar’s basketry exports to Europe were destined for France (38% in 2024), Italy and Spain (25% each). The baskets are mainly made of natural materials such as raffia, grasses like vetiver, sisal and even (ethically sourced) silk.

Which companies are you competing with?

Du Anyam, Indonesia

The Indonesian social enterprise Du Anyam strives to empower rural women, preserve cultural heritage, and tackle socio-economic challenges such as poverty and maternal health problems. Through the traditional art of weaving, the company offers women in remote villages a year-round livelihood. This has led to a 40% increase in their income. Du Anyam’s partnerships also provide access to scholarships, nutrition support, reading glasses, solar lamps and clean water jerry cans. This benefits both the weavers and their local communities.

The women artisans use locally grown, renewable raw materials like palmyra leaf to weave basketry and other wicker products. Another key example is purun, a native peatland plant. Peatlands are vital for biodiversity and climate resilience. When grown purun plants are harvested, they regrow naturally while maintaining the peatland’s natural hydraulic function. Using purun supports local weaving communities in “protecting the peatlands against misuse, burning, land conversion and degradation.”

Figure 6: IKEA x Du Anyam

Source: IKEA Indonesia @ YouTube

Du Anyam has partnered with IKEA to launch a collection of 3 baskets, showcasing tradition and culture with a modern twist. The baskets are made of palmyra leaves, handwoven into the unique local Kepitang pattern. To partner with IKEA, Du Anyam followed strict rules to protect the environment and support workers, like providing fair wages and health benefits. They collaborated on aspects like design, quality and standardisation to co-create a collection that is fit for IKEA’s market.

Mifuko, Finland/Kenya

Mifuko is a WFTO-guaranteed and B Corp-certified collaboration between 2 Finnish designers and rural Kenyan women. The company was “founded by women to empower women.” They specialise in Kiondo baskets made from sustainable local materials such as sisal, FSC-certified paper, surplus wool from the carpet industry and upcycled food-grade plastic. Handles are made of locally sourced vegetable-tanned leather. The baskets are also suitable for outdoor use.

Figure 7: Mifuko – the story of Mifuko

Source: Mifuko @ YouTube

The combination of Nordic design, traditional Kenyan handicraft and sustainable materials results in contemporary products with a strong story. To highlight this story, each product comes with a product tag that carries the name of the artisan who made it. Mifuko has founded a trust that provides training and resources to women and community members in rural Kenya, creating sustainable income sources that improve wellbeing. The company has expanded its basketry production to other countries as well. For example, they produce milulu grass Iringa baskets in Tanzania and elephant grass bolga baskets in Ghana.

MANAVA, Cambodia

Cambodia’s MANAVA is a relatively new company. The social enterprise was created in 2016 to support rural female Cambodian artisans. Its name is Sanskrit for humankind, reflecting a focus on “love, people and culture”. MANAVA’s founder uses her background as a designer to combine traditional weaving craft with the demands of the modern market. This helps preserve part of Cambodia’s culture, while also providing local women with a sustainable income, education and empowerment in a safe working environment.

MANAVA’s craftswomen use local renewable rattan palm and willow grass to weave baskets, homeware products and fashion accessories. The designs are inspired by Cambodian Kbach symbols and the shapes of traditional jars, bowls and trays. As part of MANAVA’s storytelling, the maker’s name is written on the product tag. This creates a strong emotional connection with the European consumer who buys the basket.

Which products are you competing with?

At the lower to lower-middle ends of the market, you will be competing with industrially produced baskets, usually made of plastic. Towards the higher end of the mid-market, baskets are made of other materials such as felt and (mesh) metal. Competition in this segment also comes from other storage solutions, like small storage furniture and multifunctional items like pouffes with built-in storage.

4. What are the prices for basketry on the European market?

Prices for basketry vary across market segments. After adding logistics costs, wholesaler and retail margins, and Value Added Tax (VAT), European consumer prices amount to about 4-6.5 times your selling price.

Table 1 gives examples of prices across market segments. Be aware that these are just an indication, since prices vary depending on technique, size, material, design, brand and other forms of value addition, including a strong sustainable concept.

Table 1: Indicative consumer prices of basketry in Europe

Consumer prices depend on the value perception of your product in a particular segment. This is influenced by your marketing mix.

Figure 8: Marketing mix – the 4 Ps

Source: Globally Cool, GO! Good Opportunity & Remco Kemper

The European consumer price of your baskets is about 4-6.5 times your FOB price. Besides energy, labour and transport costs, FOB prices depend heavily on the availability and cost of raw materials. Occasional cost increases are not directly passed on to the consumer, so they put pressure on margins in the supply chain. However, recent disruptions have resulted in longer-term cost increases. This continuing pressure made many European retailers raise their consumer prices. If costs drop again, consumer prices may follow.

Consumer prices generally consist of:

• Your FOB price;
• Shipping, import, handling costs;
• Wholesaler margins;
• Retail margins;
• VAT – varies per country, about 20% on average.

Figure 9: Price breakdown indication for basketry in the supply chain

Source: Globally Cool, GO! Good Opportunity & Remco Kemper

For example, in Table 2, the FOB price is set at €10. Depending on the market segment your product is designed for, the consumer price ranges from €41 in the low-end market to €65.50 in the high-end market.

Table 2: Example of the price breakdown per market segment

The FOB price of €10 includes your margins. These depend on your efficiency and price setting. Margins in the lower segment are generally smaller than those in the middle/higher segments.

Examples of consumer prices are:

• Fair-trade basket of kaisa grass with recycled plastic, GEPA, €23.95;
• Basket of naturally dyed seagrass and cotton, Caravane, €38.32;
• Laundry basket of undyed veta vera grass (S), The Basket Room, €124.95.

Globally Cool carried out this study in partnership with GO! Good Opportunity and Remco Kemper on behalf of CBI.

Please review our market information disclaimer.