Retail chain Argos is launching a new homeware and furniture brand as part of a drive to develop its own-brand business.
The new brand – ‘Heart of House’ – will be available this summer with a choice of 1,200 products across homeware, furniture and upholstery. It will be supported by a multi-million pound launch campaign later this year. Argos currently offers around 7,500 homeware products and 4,500 furniture products. Home and furniture accounts for around a fifth of total Argos sales.
With a network of 734 stores, Argos is part of Home Retail Group. John Walden, chief executive of Home Retail Group, said: “This is a significant launch for Argos and heralds the introduction of our first cross-category, high quality private brand. Significant levels of research and planning have gone into the development of the brand.
“Customers told us they were looking for a brand which offered great products for the home at great prices. Heart of House will offer quality products which stand up to the rigours of everyday life but which are stylish and enable customers to easily co-ordinate and create the latest looks at home. We plan to develop Heart of House as a significant brand in its own right, which our customers recognise, connect to and desire.”
The launch is part of Argos’ strategy to continue increasing its appeal amongst broader customer groups. The retailer is committed to developing and growing its own brands to represent a third of its total sales by 2018.