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Homebase to use TV advertising to promote Habitat brand

DIY retailer Homebase is to launch a TV ad campaign to back the launch of its Habitat products.

The home improvement retailer is poised to introduce Habitat lines into stores in branded roomsets in the autumn after parent Home Retail Group acquired the famous brand out of administration in 2011.

Homebase will devote between 1,500 sq ft and 2,000 sq ft to Habitat in most stores, offering 1,000 lines across furniture, lighting, homewares, paint, wallpaper and tiling, and will support the launch with a TV campaign.

Homebase managing director Paul Loft said about 80% of its stores will “have a big representation” of the range. He said the Habitat product will widen Homebase’s price points. For example, it will be selling Habitat furniture at £1,800. Its most expensive piece of furniture costs about £1,000 at present.

“Habitat is a strong brand,” said Loft. “It fits with our customer, and there’s a bit of a gap there for us. It has good style credentials.”

Loft also said Homebase is trialling narrowing ranges in store in some categories to free up space for larger items including carpets, doors and windows.

Source : Retail Week

02 June 2012
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