Habitat will open two new stand-alone stores this autumn – one in Westfield London this September, followed by another in Brighton’s busy town centre in October.
Sainsbury’s, which acquired Habitat in September 2016, is investing £1.5 million in the two new stores, marking the first major investment in Habitat’s store portfolio for a decade. This strategic move comes as customers increasingly want the choice of shopping in stores or online in a way that suits them.
The new stand-alone store locations have been carefully chosen to meet different customer shopping missions. The 4,700 sq ft Habitat store opening in Westfield London, the largest shopping centre in Europe, will be part of the high-footfall mall’s exciting expansion, bringing a number of furniture and home brands together to create a destination ‘Home’ hub for the convenience of customers.
The new Habitat store in Brighton will form part of the Hanningtons Estate redevelopment in the popular Brighton Lanes shopping area. Ranged over two floors, the 6,500 sq ft store will showcase around 3,000 Habitat products, with inspirational room settings and an innovative workshop and events space.
The two new stores complement Habitat’s multi-channel strategy, joining its increasingly popular website, which accounts for 65% of the retailer’s turnover; two flagship stand-alone stores, a 2,000 sq ft Mini store in Leeds and 11 Mini Habitats in Sainsbury’s supermarkets. Alongside nationwide Click & Collect, this multi-channel and multi-format portfolio ensures customers have a choice of convenient ways to discover and shop the iconic brand.
Managing director of Habitat, Clare Askem said: "It’s a really exciting time for Habitat as we launch our first major stand-alone stores in ten years. Stores are an important part of our growth strategy as we know that our customers love to be inspired by our furniture and furnishings in immersive store settings, so we’re thrilled that these launches will bring us to key locations in Brighton and Westfield London where we have a lot of Habitat fans.
"As our digital business has grown, there has also been a real desire from customers to see Habitat on the high street. By investing for the future of the brand in this way, as well as continuing to differentiate ourselves with modern, statement design from our in-house Habitat Design Studio, we’re well-placed to continue our heritage of bringing well designed, inventive and affordable products to people’s homes."