Sainsbury’s is setting its sights on the £400 million children’s furniture market with the launch of Habitat Kids, the brand’s first ever comprehensive furniture range designed and crafted specifically for children.
The new range is part of a wider relaunch of the iconic British brand, which has been styling the nation’s homes since 1964.
Products from the Habitat Kids range land in-store and online this month. The range includes hand-drawn alphabet wall art, rainbow rugs, tropical leaf garlands and ‘hide and seek’ bed canopies, all created by Habitat’s 20-strong team of in-house designers and focusing on fun, education and practicality for customers and their children.
The new range comes as Sainsbury’s relaunches the entire Habitat brand as part of a renewed focus on the furniture and homeware market.
Sainsbury’s has big ambitions for Habitat and plans to grow it to become a £1.5 billion business by 2025. The launch, which takes place from this month, centres around a new brand commitment – make your home a happy habitat. It will include Habitat’s first TV ad and a new marketing campaign to position the brand as affordable and accessible for all, while showcasing its heritage and design credentials.
“I am delighted that we are able to bring more of our Habitat ranges to more customers in our stores and online,” commented Paula Nickolds, general merchandise and clothing commercial director at Sainsbury’s. “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.”
Simon Roberts, Sainsbury’s chief executive, added: “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.”
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