Sainsbury’s relaunches Habitat in its supermarkets and online after closing its flagship store during the pandemic
Sainsbury’s has relaunched Habitat in its supermarkets and online after closing its flagship store during the pandemic.
Britain’s second biggest grocer bought the furniture brand – which was founded in 1964 by designer Sir Terence Conran – alongside Argos five years ago for £1.4billion.
Iconic: A Habitat advert and (inset) the former flagship store on Tottenham Court Road
But the brand languished, leading to the closure of several stores – including its iconic Tottenham Court Road flagship in London – leaving it with 11 concessions in supermarkets and three furniture showrooms.
The grocer now hopes it can revitalise the brand by expanding online, selling cheaper items, such as cushions and vases, in supermarkets, and introducing a new children’s furniture range.
Bosses said they hope Habitat will become a £1.5billion revenue business by 2025, although some fans are worried the brand will suffer by going downmarket.
But Simon Roberts, Sainsbury’s chief executive, said: ‘The new Habitat campaign will ensure it becomes more accessible and affordable for everyone.’