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Sainsbury’s launches Habitat Kids

Sainsbury’s is looking to take a chunk of the children’s furniture market with the launch of Habitat Kids. Due to land in stores and online throughout… View Article

HOME & DIY

Sainsbury’s launches Habitat Kids

Sainsbury’s is looking to take a chunk of the children’s furniture market with the launch of Habitat Kids.

Due to land in stores and online throughout the next few weeks, the range will include hand-drawn alphabet wall art, rainbow rugs, tropical leaf garlands and ‘hide and seek’ bed canopies, all of which have been created by Habitat’s team of in-house designers.

The collection is Habitat’s first ever furniture range that has been designed and crafted specifically for children. It forms part of a wider relaunch of the Habitat brand as Sainsbury’s pushes ahead with a renewed focus on the £23 billion furniture and homeware market. The retailer is planning to grow Habitat into a £1.5 billion business by 2025.

Marketing for the relaunch will include Habitat’s first TV ad and a new marketing campaign to position the brand as affordable and accessible for all.

Simon Roberts, Sainsbury’s chief executive, said: “We’re really excited about all that is happening to relaunch Habitat as our main home and furniture brand. 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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