Sainsbury’s launches in-store Mini Habitat concept

The concession is expected to roll out across four other UK stores by early 2017.


Habitat has launched its Mini Habitat concession within Sainsbury’s new Nine Elms store in London.

The store is Habitat’s first concession inside the supermarket chain, launched with the aim of furthering online and offline brand awareness, and increasing shopper confidence by allowing customers to “touch and feel” products in convenient store locations.

Digital screens and iPads

The 186m2 space features a selection of over 600 products which have all been designed by Habitat’s design team in London, including furniture, upholstery, lighting, homewares and textiles.

It also includes integrated digital screens with access to the Habitat website and in-store iPads which allow customers to view the full product portfolio of more than 4,500 products.

“This new relationship with Sainsbury’s offers the Habitat brand significant growth potential,” says Habitat managing director, Clare Askem.

Four additional stores by 2017

“We’ll be working closely with Sainsbury’s on these pilot stores to understand the full potential of this format and gauge customer reaction but I’m confident that our brand will connect with Sainsbury’s shoppers and make Habitat more accessible to shoppers both on the high street and online.”

Four further Mini Habitat stores in Sainsbury’s are set to launch in Reading, Solihull, Epsom and St Albans by early 2017.

Mini Habitat at Sainsbury’s Nine Elms is now open at on Wandsworth Road, London.


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