Habitat has launched a Mini Habitat store within Sainsbury’s new Nine Elms store in London. The 2000 sqft store is the first concession to be opened by Habitat inside a Sainsbury’s supermarket, and the retailer plans to launch a further four, ranging from 1400-2000 sqft in size, by early 2017.
The interiors brand is looking to create a network of regional stores to help support its multichannel growth strategy. Investment in smaller footprint concession formats is aimed to further both online and offline brand awareness with new audiences as well as increase online shopper confidence by allowing customers to touch and feel product in convenient locations.
Furthering its reputation for affordable, fun and well-designed products for the home, Habitat's concessions will include an edit of over 600 products across furniture, upholstery, lighting, homewares and textiles.
Customers will be encouraged to interact with product as well as explore habitat.co.uk on integrated digital screens and in-store iPads that allow them to browse the full product portfolio of over 4500 products. Habitat staff will also be in store.
“This new relationship with Sainsbury’s offers the Habitat brand significant growth potential,” comments Clare Askem, MD of Habitat. “We’ve seen our brand evolve rapidly over the last few years and the opportunity to create a new network of local stores with a new national partner that will support our multichannel business strategy is a really exciting prospect. We’ll be working closely with Sainsbury’s on these pilot stores to understand the full potential of this format and gauge customer reaction but I’m confident that our brand will connect with Sainsbury’s shoppers and make Habitat more accessible to shoppers both on the high street and online.”
Mike Coupe, chief executive of Habitat's new owner, Sainsbury’s, adds: “This is the start of an exciting new phase for us and I’m delighted that we’ve been able to open the first Mini Habitat so quickly in our new flagship store at Nine Elms. Habitat is a fantastic, iconic brand which I’m sure will be very popular with Sainsbury’s customers who will benefit from being able to shop across all of our brands under one roof.”
Four further Mini Habitat stores in Sainsbury’s are set to launch in Reading, Solihull, Epsom and St Albans by early 2017.