Argos to expand own-label business with launch of home and furniture brand

Argos is to launch a new home and furniture brand as it looks to grow its own-label business.

Due to launch this summer, ‘Heart of House’ will include 1,200 products across furniture, homewares and upholstery, making it the retailer’s first cross-category brand in this market.

The new brand will be supported by a multi-million pound launch campaign.

John Walden, chief executive of Argos owner 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 coordinate 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 the retailer's ongoing strategy to increase its appeal amongst broader customer groups. Argos is looking to grow its own brands to a third of total sales by 2018.

Source : The Retail Bulletin
www.theretailbulletin.com/news/argos_to_launch_new_home_and_furniture_brand_03-06-14/