Habitat range to launch in Homebase next year

Homebase has revealed plans to introduce around 800 Habitat products into its stores.

Habitat range to launch in Homebase next year

Speaking exclusively to HousewaresLive.net’s sister title DIY Week, Homebase’s managing director Paul Loft said that the lines would appear from next spring, following the retailer’s acquisition of the premium homewares brand in June.

Decisions are currently being finalised on how the Habitat products will be merchandised in Homebase outlets. Loft said the retailer was keen to get the presentation and product offer right but that any trial runs may need refining.

“It’s got to look like Habitat. We want to provide a convincing offer,” he said. “Anything that’s not been done before is a trial and, from my experience in retail, it’s not landed completely the first time.”

Loft explained that the brand, which he believes is a great differentiator for the retail chain, will “play a big part in Homebase” and that the next step is to look at rolling out 2,000-3,000sq ft Habitat concessions in existing Homebase stores.

He said: “Negative views at the time of the acquisition were that it was a tired, old brand, that it had never made any money and that we would just shove it into sheds. I don’t think it’s a tired brand at all – I think it is a good strong brand and the reason it never made any money was more to do with its shops and the financial set-up. Our job is to not just throw it into sheds and instead put it into the business in a compelling and convincing way.”

Homebase is also working to develop the Habitat website to better support the brand going forward.

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