Sainsbury’s relaunches Habitat brand

Sainsbury’s is relaunching Habitat, the supermarket’s main homeware and furniture brand.

The retailer, which bought Habitat along with Argos five years ago for £1.4 billion, had to close its flagship store during the pandemic.

Sainsbury’s said that it has “big ambitions” for the brand and plans to grow it to become a £1.5 billion business by 2025.

The company is also launching a new children’s furniture range under the brand, which was established nearly 60 years ago.

The range includes hand-drawn alphabet wall art, rainbow rugs, tropical leaf garlands and ‘hide and seek’ bed canopies.

“We’re really excited about all that is happening to relaunch Habitat as our main home and furniture brand,” said Simon Roberts, Sainsbury’s chief executive. “Our plan to put food back at the heart of Sainsbury’s only works if our other brands deliver in their own right and so Habitat is an important focus for us.

“It’s an iconic British brand that has been helping customers transform their homes for almost 60 years and the new campaign will ensure it becomes more accessible and affordable for everyone.”

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