18 May 2024, 20:35
By Furniture News Jun 06, 2014

Argos expands homewares offering with new brand

This season will see Argos launch a new homewares and furniture brand – Heart of House, designed with modern lifestyles in mind, with more than 1200 products targeting everyone from large families to busy couples, with an emphasis on space-saving and open-plan living – as part of its drive to significantly develop and grow its own-brand business.

According to Argos, Heart of House combines classic designs in modern finishes and luxury fabrics, with the durability to survive everyday family life, while guarantees protect customers for up to two years on cabinetry and five years on upholstery.

With products across furniture, homewares and upholstery, it is Argos’ first cross-category brand in this market.

The brand will be supported by a multi-million pound launch campaign later this year.

John Walden, chief executive of Home Retail Group, says: “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’ transformation strategy to continue increasing its appeal amongst broader customer groups. Argos is committed to developing and growing its own brands to represent a third of its total sales by 2018.

Argos has also unveiled ColourMatch, an exclusive range offering more than 700 products for all rooms of the house in a choice of 16 different shades across pastels, neutrals and brights, plus spots and stripes.

This is on top of an edit of 1300 new and classic Habitat-designed products, available through Argos stores across the UK and online.

Argos is one of the UK’s leading home and furniture retailers, offering around 4500 furniture products and around 7500 homeware products. Home and furniture accounts for around a fifth of total Argos sales.

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