The retailer has registered the ‘Heart of House’ trademark and logo with the Intellectual Property Office. That move suggests Argos is planning to launch a new brand under the name that could sell a range of products including home appliances, electronic goods and home furniture and furnishings.
Argos would not be drawn on its plans for the Heart of House trademark although it reiterated its strategy to double the penetration of its own brand business.
“As part of its transformation plan to become a digital retail leader, Argos has committed to growing its own brand business to represent a third of all sales by full-year 2018. We will make announcements regarding our own brand development strategy when we have something definitive to share,” says the company in a statement.
Argos is focused on own brand as a way to differentiate itself from the market and as part of its transformation plan to become a digital retailer leader. Last year, the retailer hired Joanne Savage to the newly created head of own brand role. She has a brief to strengthen its ranges across all categories to grow the appeal of Argos to a wider range of customers.
Argos already sells a range of exclusive brands. Parent company Home Retail Group acquired the Habitat brand in 2011, which is now sold exclusively at Argos and its sister retailer Homebase. It also owns toy brand Chad Valley, which it bought from Woolworths in 2009, as well as the Alba and Bush brands.
Argos also has the Living by Argos brand, which offers home and furniture products. It is unclear if Heart of House would replace that brand or be sold alongside it.