Milton Keynes, UK, 2014-6-3 — /EPR Retail News/ — Argos is launching a new home and furniture brand designed to respond to modern living as part of its drive to significantly develop and grow its own-brand business.

The new brand – ‘Heart of House’ – will be available to customers this summer with a choice of 1,200 products across furniture, homewares and upholstery, making it Argos’ first cross-category brand in this market.

Products will offer customers high levels of quality and style at very competitive prices, including ‘super white’ porcelain, Egyptian cotton towels, and 200 thread count bedding fabrics. Robust furniture guarantees will also offer customers protection of up to two years on cabinetry and five years on upholstery frames.

Heart of House customers will be able to buy products through Argos’ websites and apps and take advantage of its convenient Check & Reserve service uniquely available at 734 Argos stores across the UK and Republic of Ireland.

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

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 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 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.

Heart of House joins a broad range of brands for the home available at Argos for customers with a variety of needs for cost, quality and style.

Argos is one of the UK’s leading home and furniture retailers, offering around 4,500 furniture products and around 7,500 homeware products. Home and furniture accounts for around a fifth of total Argos sales.


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