Sainsbury’s is looking to take a chunk of the children’s furniture market with the launch of Habitat Kids.
Due to land in stores and online throughout the next few weeks, the range will include hand-drawn alphabet wall art, rainbow rugs, tropical leaf garlands and ‘hide and seek’ bed canopies, all of which have been created by Habitat’s team of in-house designers.
The collection is Habitat’s first ever furniture range that has been designed and crafted specifically for children. It forms part of a wider relaunch of the Habitat brand as Sainsbury’s pushes ahead with a renewed focus on the £23 billion furniture and homeware market. The retailer is planning to grow Habitat into a £1.5 billion business by 2025.
Marketing for the relaunch will include Habitat’s first TV ad and a new marketing campaign to position the brand as affordable and accessible for all.
