Entering the European market for cushion covers

The mid- and higher-end segments of the European cushion cover market offer opportunities, but competition is strong. These segments require added value through design, artisanry, sustainability and the story behind your products. 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 cushion covers meet to be allowed on the European market?

The following requirements apply to cushion covers 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 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 Unsafe products are rejected at the European border or withdrawn from the market.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 that are marketed in Europe.

Restricted chemicals in the production of textiles include:

• Azo dyes that release prohibited aromatic amines;
• Certain flame retardants, such as TRIS, TEPA and PBBs.

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.

Textile Regulation

The Textile Regulation (EU 1007/2011) states that products containing ≥80% textile fibres must be labelled or marked. The label must state their full fibre composition and, if applicable, the presence of non-textile parts of animal origin. It must be durable, easily legible, visible and accessible. The label should be printed in all official national languages of the European countries where the product is sold.

There is no EU-wide legislation on symbols for washing instructions and other care aspects. To give consumers clear information, you should follow the ISO 3758:2023 standard for graphic symbols in care labelling.

The European Commission plans to revise the Textile Regulation to introduce specifications for physical and digital labelling of textiles. These include sustainability and circularity requirements based on the new Ecodesign for Sustainable Products Regulation.

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 textiles. The first measures could be adopted in 2027 and be applicable 18 months later.

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 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.

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.

The most important information on cushion cover product labels is composition, size, origin and care labelling. Your buyer will further specify what information they need on the product labels or 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. For more information, please refer to the Textile Regulation.

Packaging specifications

Importer specifications

You should pack cushion covers 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. Packaging usually consists of plastic wrapping to protect the fabric from water, solar radiation and staining.

Preventing damage

Proper packaging minimises the risk of damage through dirt, temperature or humidity. Packaging should protect the items inside a box and ensure they stay clean. It should also prevent damage to the boxes when they are stacked inside the container. Packaging usually consists of an outer cardboard box lined with protective material, like plastic wrapping. The actual products are usually packed in polybags.

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 transport, and you have to maximise the use of pallet space. Packaging has to provide maximum protection, but you must 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 materials can be a market opportunity. Some buyers may even demand it.

Consumer packaging

Cushion covers are usually displayed in stores without packaging. They can come with gift wrapping, especially in the high-end segment. Consumer packaging for the middle and low-end segments can be simple in design, like a paper or plastic wrapper.

Payment and delivery terms

Payment terms are usually confirmed 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. HDHT 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, like hand-knitting. It often includes aspects of environmental sustainability as well.

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

Sustainable textiles

Buyers are increasingly interested in certification to ‘prove’ their sustainability – especially organic certification.

Popular textile certifications include:

• Global Organic Textile Standard (GOTS) – a textile-processing standard for organic fibres that ensures environmental and social responsibility throughout the production chain.
• OEKO-TEX Standard 100 – certification that guarantees textile articles are free of harmful substances.

OEKO-TEX Made in Green combines Standard 100 and STeP. Other options include the Nordic Swan Ecolabel (in Nordic countries) and the EU Ecolabel.

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 for business-to-business use, 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 cushion covers on the European market?

Cushion covers enter the market through importers/wholesalers that supply to retailers, as well as retailers that buy directly from suppliers. The market consists of low-, mid- and high-end (premium) market segments.

How is the end-market segmented?

Figure 1: Cushion cover market segmentation in Europe

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

Low-end market

In the low-end segment, simple and inexpensive cushion covers are common. They are often made of man-made fibres. Typical retailers include ALDI and HEMA. Adding value is very hard in this segment, since price is most important. Products from China generally dominate the low-end market. Competing with this type of cheap mass production is almost impossible. Instead, the middle and high-end markets offer the most opportunities for you, as a small or medium-sized enterprise (SME) from a developing country.

Mid-end market

The mid-end segment places more emphasis on design and finish, while prices are still reasonable. Zara Home is an example of a key player. The mid-high market responds well to local character, identity and artisanry. Sustainability is increasingly important to these consumers.

You can add value through special techniques such as (block) printing, applique, embroidery, combining different materials or adding accessories such as fringes, pompoms or tassels. Natural and recycled materials are interesting options, as well as natural dyes. Instead of using woven fabrics to make cushion covers, you can also knit or crochet them.

Figure 2: West Elm – hand-embroidered cushion covers by women artisans

Source: West Elm @ YouTube

High-end/premium market

In the high-end segment, designer quality is common and private labels are the standard. Products for this market are mostly timeless. They can be made with high-end materials such as silk, cashmere, other high-quality wool types, or blends of these fibres. Luxury department stores such as Harrods play an important role here.

Through which channels do cushion covers end up on the end-market?

Market access channels for cushion covers 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 cushion covers 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. Supplying buyers in the project market (such as hotels and spas) is another distribution flow for them.

These importers/wholesalers handle the import procedures. They take ownership of 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 their 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.

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 if 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 cushion cover market?

Europe’s leading supplier of textile furnishings is China. Chinese manufacturers mainly provide mass-produced, low-cost items. Your best opportunities are in the mid- to high-end market.

China is by far the largest supplier of textile furnishings to Europe, directly providing 29% of imports in 2024. Germany follows with 8.8%. Next are India (9.7%), Türkiye (7.5%), Poland (6.4%) and Italy (4.9%).

Which countries are you competing with?

Source: UN Comtrade & Eurostat Comext (2025)

China dominates the low-end market

China’s textile furnishing exports to Europe grew from €253 million in 2020 to €284 million in 2024, at an average annual rate (CAGR) of 2.9%. Its direct import market share is generally about 29%.

Chinese producers mainly supply the lower end of the market with low-priced products. China’s strengths are its large-scale and highly mechanised production systems, 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 affect exports. European importers increasingly want to diversify their collections and become less dependent on China. This could benefit companies from other developing countries, like yours.

To avoid having to compete with Chinese suppliers on costs, you should stay away from mass-produced cushion covers. Focus more on design, artisanry, sustainability and the story behind your product.

India is a leading cotton producer

India’s exports of textile furnishings to Europe grew from €63 million in 2020 to €94 million in 2024, at a strong CAGR of 10%. As a result, the country’s direct import market share grew from 7.2% to 9.7%.

With skilled labour and transport at relatively low costs, India could take a bigger share of the European import market. Indian producers have easy access to natural materials and specialise in artisanry. For example, India is one of the biggest cotton producers in the world, giving manufacturers direct access to high-quality cotton at relatively low prices. This combination allows them to target higher market segments than mass-produced products from China. This approach is a good way to compete in the European HDHT market.

Türkiye produces traditional products with a story

Turkish textile furnishing exports to Europe grew from €31 million in 2020 to €72 million in 2024, at a strong CAGR of 24%. In 2024, more than half of these exports were destined for France.

Turkish kilim cushion covers successfully tap into the increasing interest in ethnic motifs and traditional artisanry among European consumers. These unique, handwoven products with a story appeal to consumers in higher-end markets. Türkiye also offers low-cost labour and a convenient location close to the European market, allowing for short delivery times. This makes production in Türkiye attractive based on cost and lead times.

Poland is a key competitor from within Europe

Poland’s textile furnishing exports to Europe grew from €58 million in 2020 to €62 million in 2024, at a CAGR of 1.6%. As an Eastern European country, Poland benefits from its closeness to the Western European market. This allows suppliers to offer short delivery times. At the same time, labour is relatively affordable compared to Western Europe. Suppliers have a good understanding of the European consumer and have well-established and efficient production lines. In addition, products that are ‘Made in Europe’ are increasingly popular.

To compete with Poland, you should focus on design, artisanry, material use and the story behind your product. Make sure you offer a high level of service to build strong relationships.

Which companies are you competing with?

The following companies are examples of the type of competition you face in the European market for cushion covers.

Munkh, Mongolia

Munkh is a woman-led family business, working with goat cashmere, yak wool and camel wool – materials from typically Mongolian livestock. They produce home textiles, garments and accessories. The company emphasises the quality of cashmere, as well as its sustainable advantages. They also consider sustainability from a broader perspective, including design, sourcing, production and the environment. ‘Munkh’ is Mongolian for ‘eternity’, reflecting the wish for their creations “to be a loving item and to be a long-lasting possession to its owner”.

Figure 6: Munkh – the story of Munkh

Source: Munkh @ YouTube

Their home collection consists of throws and cushion covers, in matching and complementary styles. Designs are simple and contemporary, which suits the sophisticated raw materials Munkh uses.

Artisan Hut, Bangladesh

Committed to social and environmental responsibility, Artisan Hut is in the process of becoming WFTO Fair Trade Guaranteed. They strive to reduce poverty and increase the standards of living of disadvantaged people in Bangladesh. Over 250 rural artisans handweave, block print and hand-embroider the company’s ethical women’s wear and home textiles. Using their traditional skills, these artisans earn up to double what they would in the commercial sector. They also have access to benefits such as women’s empowerment schemes.

Artisan Hut’s cushion covers (and throws) are relatively simple in design, making them easy to combine. They are woven on handlooms, using GOTS-certified organic cotton yarns and azo-free dyes. Waste fabric is recycled to make duvet or mattress filling, placemats, coasters and runners.

Tanana Silk, Madagascar

Madagascar’s Tanana Silk combines traditional artisanry with sustainable practices to offer unique and ethically sourced home textiles. Their local farmers plant native trees, which serve as host plants for silkworms and directly support rainforest conservation efforts. They harvest cocoons using a no-kill method that shelters the pupae. Artisans then flatten the cocoons and sew them together to create Tanana’s signature non-spun Wild Silk textiles. Profits are returned directly to their farmers and artisans, who earn fair wages.

Tanana’s cushion covers incorporate 2 kinds of undyed Madagascar cocoon silk, resulting in rich textures and earthy tones. The back of the pillows is made of light tan cotton canvas. In addition to home textiles, Tanana offers raw material by the yard and custom orders. Buyers can order directly or via the B2B wholesale platform Faire.

Which products are you competing with?

Competition for cushion covers mostly comes from within the category itself and can be fierce. Buyers have many options in materials, designs and techniques – ranging from synthetic to natural materials, printed to embroidered, and in a wide variety of styles and designs. The lower the segment, the more important the price is.

4. What are the prices of cushion covers on the European market?

Prices for cushion covers 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 composition, technique, size, design, brand and other forms of value addition, including a strong sustainable concept.

Table 1: Indicative consumer prices of cushion covers in Europe

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

Figure 7: Marketing mix – the 4 Ps

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

The European consumer price of your cushion covers 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 has 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 8: Price breakdown indication for cushion covers 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:

• Jacquard-woven cotton cushion cover, IKEA, €19;
• GOTS-certified organic cotton mousseline cushion cover, Dille & Kamille, €24.95;
• WFTO-certified alpaca wool blend cushion cover by Elvang, Fiolini, €67;
• Nature-inspired embroidered and printed linen cushion cover, OKA, ±€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.