Habitat boss vows to maintain marketing

Habitat has pledged to continue its focus on marketing and European expansion, after calling a strategic review of the company just weeks after revealing a new brand strategy.

Habitat campaign
Habitat campaign

Mark Saunders, Habitat chief executive has confirmed that ICAF Intillen N.V., the owner of the home furnishing retailer has called a strategic review of the company which “may or may not” lead to its sale.

Lazard has been appointed as financial advisor, and while no decisions on the future of the retail chain have been made, there are “a number of options currently under discussion”.

“My focus and the team’s focus is to continue giving great service to our customers, continue to push our new marketing drive across Europe and oversee the launch of a number of new stores over the next few months in the UK and Europe, such as Liverpool.”

This month, Habitat unveiled “This is my Habitat”, an ongoing brand strategy that aims to make the retailer more personal and push the retailer’s new “consumer centred brand philosophy”.

The campaign, starring Helena Christensen, Bjorn Borg and photographer Todd Selby is planned to run for 12 to 18 months.

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