Digit turns down Habitat repitch

It has emerged that Digit will not repitch for the redesign of Habitat’s website despite industry reports to the contrary.

Digit created the existing Habitat site, www.habitat.net, in 2001 but has turned down an invitation to repitch for the business because ‘we felt it was time for someone new to apply themselves to the Habitat challenge,’ says Digit managing director Andy Chambers. It is believed that the group’s efforts to secure funding for a revamp of the site were quashed by Habitat.

The furnishings and homeware retailer has now put out a tender for the work and is believed to be in discussion with up to five design groups, with a brief to revamp the website as it prepares to bolster its online retailing. It is understood that Habitat plans to relaunch the website across Europe at the end of next year. Habitat confirmed that the project was being repitched but declined to name the groups involved.

Digit’s existing design for the Habitat website features quirky silhouette characters and a unique navigational flow. The website has won numerous industry awards and is credited with helping put Habitat at the forefront of online retailing.