Sainsbury’s relaunches Habitat in stores and online

Sainsbury's has relaunched Habitat in its supermarkets and online after closing its flagship store during the pandemic.
The grocer hopes it can revitalise the brand by expanding online.
// Sainsbury’s supermarkets are set to be the new home for Habitat
// Bosses said they hope Habitat will become a £1.5 billion revenue business by 2025

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

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

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


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Sainsbury’s 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 £1.5 billion revenue business by 2025, although some fans are worried the brand will suffer by going downmarket.

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

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