Homebase to pilot Mi Home service

Homebase, now part of Argos Retail Group, unveils its pilot bid to take on the likes of Ikea today, with a store-within-store homewares offering devised by David Davies 517 that is branded by Lamb & Shirley.

Mi Home, a name created by Lamb & Shirley from the word ‘family’, is a furniture and accessories brand that the company will trial in ten stores across the country with a view to breaking the lucrative home furnishings market.

The pilot opens in Chichester today, with the remainder expected to open on 12 September.

Industry sources suggest the project was originally conceived as a standalone Argos offer, but the strategy switched its emphasis following Homebase’s acquisition by Argos owner Gus.

Gus disposed of its home-shopping business, including catalogue brands like Great Universal and Kays, earlier this year and is focusing on the home furnishings sector.

The concept’s interiors will present ‘complete room solutions themed into different collections and room sets’, according to an Argos spokeswoman, and targets mainstream consumers inspired by makeover TV programmes.

The Mi Home offer will stock a range of up to 2500 items and the company is believed to be focused on improving product quality and keeping prices competitive.

The logo, created by Lamb & Shirley, has been developed for in-store graphic applications by David Davies 517, which also designed interior concepts. Lamb & Shirley is also believed to have created point-of-sale material, such as swing tags, that complement existing Homebase packaging.