Retail news: Retail choice - Habitat, Regent St, London
Since we all 'chucked out our chintz' and embraced the modern, clean interiors look, not only do our homes look the same, but so do all interior design shops. That said, Habitat's new flagship store is impressive. The entrance is minimalist, with a few big pieces of furniture at the front, and very nicely art-directed. There's a prints and posters gallery to the left and, further back, furniture, rugs and pretty accessories. Another area features designs by celebrities.
As you move from the front of store toward the back, the feel shifts
from Conran Shop to IKEA; however, overall the store looks great. The
product is excellent and well merchandised. It still carries touches -
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leave you in no doubt that it is Habitat.
Positioning this brand must be a challenge. Is it a posh IKEA, or a
value Conran Shop? Neither has very good fashion credentials and their
dilemma is that interiors are increasingly fashion-driven. Habitat's
range has certainly improved in recent years, but it could do more in
this area.
A new Danish interiors retailer, ILVA, is about to launch in the UK. An
upmarket IKEA, it will be homing in on what has traditionally been
Habitat's territory. Has Habitat done enough with this flagship store to
see it off?
Design: In-house.
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