On 9 June 2026, Rabobank published its latest housing market research: Quarterly Housing Market Report: End of the Price Rally, Dutch Housing Market Cools Down. The conclusion is clear: after a period of strong growth, the Dutch housing market is entering a more moderate phase.

For international home & living brands, this is not just housing market news. It is highly relevant market intelligence. Because if you want to understand the Dutch furniture and home & living market, you should not only look at furniture stores. You should also look at housing transactions, new-build deliveries, moving activity and consumer confidence.

But don’t start to worry. A cooling market does not mean growth is no longer possible. Success can be achieved at any time, with the right approach, the right partners and a clear understanding of the market, no matter the pace of the market.

That is exactly where Go Grow Dutch helps international brands: translating local market developments into practical commercial choices for the Dutch and Benelux market.

People often buy furniture when something changes in their living situation. A new house, a move, a renovation or a newly delivered apartment can trigger demand for sofas, dining tables, beds, lighting, outdoor furniture, flooring, window decoration and home accessories.

That is why housing transactions and new-build deliveries are two of the strongest indicators for furniture demand. Rabobank expects fewer housing transactions in the coming period. Where 239,000 existing homes changed ownership in 2025, Rabobank expects 227,000 transactions in 2026 and 200,000 in 2027. That is still a significant market, but the direction is clear: the pace is slowing down.

For home & living brands, housing activity is an important signal, but not the only one. Furniture and interior demand is also influenced by moving activity, income and wage development, consumer confidence, mortgage rates, house prices, renovations, inflation and demographic changes.

Still, housing transactions and new-build deliveries remain among the most practical indicators to watch. They point to moments when consumers are more likely to invest in their homes, whether that means buying a new sofa, upgrading their dining area, choosing lighting or furnishing a newly delivered apartment.

In other words: 2026 may still bring a relevant commercial window. There is still movement, there are still buyers, and there are still consumers making decisions about their homes. But the years ahead may become more selective.

Rabobank also points to a broader supply of homes. Compared to a year ago, there are more homes for sale on Funda, partly driven by the sale of former rental homes. In the past twelve months, almost 244,000 homes changed ownership, close to the record levels of 2021.

Another relevant detail: more than 35% of sold existing homes are now apartments. At the beginning of 2020, this was only one in four.

For home & living brands, this matters. Apartments often come with different interior needs than larger family homes. Think compact furniture, smart storage, multifunctional design, smaller dining solutions and accessible price points. A changing housing mix can therefore also change demand within the furniture and interior market.

New-build housing remains another important trigger for home & living sales. Buyers of newly delivered homes often need more than one product. They need a complete interior solution: furniture, lighting, flooring, decoration and outdoor items.

Rabobank expects that more new homes will be delivered this year than the 69,000 completed homes of last year. At the same time, Rabobank also warns that housing construction is expected to slow down after 2026.

The sale of new-build homes is already under pressure. According to Rabobank, 12% fewer new-build owner-occupied homes were sold in the first four months of this year compared to the same period last year. Apartments in particular are becoming harder to sell.

For furniture and home & living brands, this creates a mixed picture. New-build still creates structured demand, but that demand may become less automatic. Brands need to understand where the opportunities are, which channels are still moving and which partners are strong enough to convert that demand.

Rabobank expects house prices to rise by 2.8% in 2026 and 2.0% in 2027. However, this does not mean the market is still accelerating. Rabobank expects house prices to stabilise within 2026. The average annual price increase is mainly the result of the high price level reached during 2025.

In other words: the market is not collapsing, but the price rally is ending.

For furniture brands, this creates a more nuanced picture. There is still opportunity, especially in 2026. But the market may become more selective in the years ahead. Retailers may become more cautious with new suppliers. Financially weaker retailers may come under pressure. Stock decisions may become sharper. And brands without a clear local strategy may find it harder to gain traction.

That does not mean the Netherlands is no longer attractive. It means the route to market needs to be smarter.

For international brands and manufacturers, the key question is not: “Is the Dutch market growing or slowing?”

The better question is: “Where is demand still moving, and through which partners can we reach it?”

Now is the time to look at your Dutch or Benelux market approach. Are you targeting the right retailers? Do you understand how housing developments affect your category? Is your proposition relevant for the current market? And do you know which local partners are commercially strong enough for the next phase?

This is where Go Grow Dutch adds value.

With local market knowledge, sector experience and a clear understanding of the home & living landscape, Go Grow Dutch helps international brands identify the right opportunities, avoid the wrong channels and build a more focused route to market.

The Dutch housing market may be cooling down, but the opportunity is still there. Especially now. 2026 still offers a relevant commercial window for home & living brands that want to enter or strengthen their position in the Dutch and Benelux market. But as the market becomes more selective, waiting too long can mean missing the right moment, the right partners and the right route to market.

So don’t put the Netherlands on hold. Growth and success can be achieved at any time, with the right approach, even when the market is changing. The brands that move with focus, local insight and the right partners can still claim their position.

Now is the time to understand where the opportunities are and how your brand can claim its position. Do you want to know what this means for your brand? Feel free to contact me for an informal conversation about your opportunities and next steps. I would be happy to think along with you.