Argos sees its own label ranges as “critical” to its success and a way to encourage shoppers to buy more regularly.
The retailer has ambitious plans to double the penetration of exclusive brands to a third of total sales by 2018 to differentiate itself from the market. Parent-group Home Retail Group, acquired the Habitat brand in 2011 and the brand is part of Argos’ strategy to focus on fewer “more powerful” brands.
It aslo has a range of household and furniture own-brand products.
The move is part of managing director John Walden’s five year transformation plan to modernise the business. It is also reducing its store numbers and to become a more digitally focused retailer.
Walden, who joined the retailer last year from US electricals chain Best Buy, is conducting a review of all aspects of the business including its brand and marketing after several consecutive quarters of falling sales.
Argos reported a 2.1 per cent increase in like for like sales to £3.9bn in the year to 2 March 2013.