Sainsbury’s relaunches Habitat in-store and online

The grocer hopes to revitalize the brand by expanding online.
// Sainsbury’s supermarkets will be Habitat’s new home
// Bosses have said they hope Habitat will grow into a £ 1.5bn business by 2025

Sainsbury’s has relaunched Habitat in its supermarkets and online after being forced to close its flagship store during the pandemic.

The grocer bought the furniture brand founded in 1964 by designer Sir Terence Conran with Argos five years ago for £ 1.4 billion.

However, the brand continued to struggle, resulting in various store closures, including its flagship product on Tottenham Court Road in London, leaving it with 11 concessions in supermarkets and three furniture showrooms.


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Sainsbury’s now hopes to revitalize the brand by expanding online, selling cheaper items, such as cushions and vases, in supermarkets, and introducing a new line of children’s furniture.

Bosses have said they hope Habitat will grow into a £ 1.5bn business by 2025, though some fans fear the brand is suffering from a downgrade.

Sainsbury’s Managing Director Simon Roberts said: “The new Habitat campaign will ensure it becomes more accessible and affordable for everyone.

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Anne G. Cash

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