Our new Habitat Brand commitment
Earlier this Autumn we launched our new Habitat brand commitment ‘Make your Home a happy Habitat’, with an ambition to deliver one joint Home & Furniture range anchored under the Habitat brand, repositioned to appeal to the mass market.
What does our new brand commitment mean?
Our plans for the brand are driven to create happier homes by providing affordable products with leading designs that are for everyone.
As part of the launch, we took steps to improve the customer experience by creating new landing pages that allow customers to shop by room. Shop Bedroom has been the most popular with over 400,000 visits. We also offered a new service, ‘Go In Store’, which connects online shoppers with the Habitat show rooms.
We are offering our customers greater value by reviewing and reducing prices across our ranges, and our Habitat Velvet shades range has been particularly successful, with price reductions resulting in a 42% increase in sales.
We also reviewed style aesthetics across the Habitat range, having received positive feedback from customers on our first trends, Another Eden and Mid Century. For Autumn/Winter 2021 we launched four additional trends across Sainsbury’s and Argos: Cabin Retreat, Studio, Folklore and Japonica. These showcased our strong inhouse design credentials, value for money and repositioning of the Habitat brand.
The trends also featured in the brand-new Habitat marketing campaign across Sainsbury’s stores and the Argos and Habitat websites.
In September we launched Habitat Kids in store and online. The ranges focus on fun, education and practicality for families and products included animal shaped bookcases, rainbow rugs, tropical leaf garlands and ‘hide and seek’ bed canopies.
Commenting on the new range, Paula Nickolds, General Merchandise and Clothing Director, said: “I am delighted that we are able to bring more of our Habitat ranges to more customers in our stores and online. It’s really exciting to be working with colleagues to launch the new brand campaign and to launch the next phase of the iconic Habitat brand. I am proud of how hard the teams have worked to launch Habitat Kids and I am sure customers will love the range and enjoy creating magical little spaces where their children can play and learn.”
Our Brand communications
We launched our brand commitment with a TV Advert, with the idea to celebrate the real people behind our Habitats and the lengths we go to in order to make our home a happy Habitat.
This was supported with other ads across the nation:
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.”