Sainsbury’s has relaunched its Habitat brand in both stores and online, after shutting its flagship store during the Covid-19 pandemic.
According to the Big 4 grocer, it hopes to revitalise the brand by expanding its online presence, selling cheaper items as well as introducing a new range of children’s furniture.
Despite bosses hoping Habitat will become a £1.5 billion revenue business by 2025, many fans are worried the brand will suffer by going downmarket.
Sainsbury’s first bought the company five years ago, alongside Argos, for £1.4 billion.
Habitat was founded in 1964 by designer Sir Terence Conran, but had struggled during the pandemic resulting in the closures of various stores, which includes its flagship store located on Tottenham Court Road in London.
The closures left the furniture brand having 11 concessions in supermarkets and a further three furniture showrooms.
“The new Habitat campaign will ensure it becomes more accessible and affordable for everyone,” Sainsbury’s chief executive Simon Roberts said.
The news comes as Sainsbury’s announced it will keep all its stores shut this Boxing Day.
The Big 4 grocer said it will keep all of its supermarkets, convenience stores and petrol filling stations shut as a “thank you” to its roughly 170,000 colleagues.
Sainsbury’s added that all its Argos and Habitat stores will also remain shut for the day.