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 - such as the racking and the big letter branding in the window - that 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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