Habitat in image makeover

The Habitat showroom in Bangkok is getting an image makeover and will emerge as a "lifestyle home-furnishing shop", says the operator of the British-based retailer.

Harvest Enterprises said the conversion would shed Habitat's "furniture shop" image.

The company said renovation and a change in marketing strategy would achieve the company's aims.

Chief marketing officer Brent Smith yesterday said the company started renovating its Siam Discovery Centre showroom last March and would be finished this June.

It is completing the renovation stage by stage.

He declined to disclose the total cost but said it was the biggest overhaul since opening 10 years ago.

At the same time, Habitat will expand more than twice in area and to two levels. There will be more departments in the new 1,569-square-metre showroom. New to Habitat will be kitchens - focusing on free-standing items rather than built-in sets - window coverings and a cafe.

It will extend bathroom collections and its art gallery - where buyers can order customised frames and canvases.

Habitat will add to the array of decorative items from local designers.

Smith said Thai-designed articles would account for 5 per cent of about 3,500 items sold. Local products may soon be offered at Habitat's 60 shops worldwide if headquarters gives the green light.

The company has already agreed to sell one designer's products from June. It is in talks with university design departments about opportunities for students to train at Habitat.

Six students have already studied with Habitat for one term.

Habitat in Bangkok will soon offer design consultants, too.

Smith said the renovation would convey a "lifestyle experience to customers", allowing Habitat to compete directly with furniture sellers.

He said local consumers were demanding in terms of design quality and availability.

He said the current economic sluggishness and political worries had opened up opportunities for Habitat in one way: people preferred to stay home and were seeking a more comfortable environment.

Smith would not divulge Habitat's 2007 advertising budget but said it was higher than last year's.

Nitida Asawanipont

The Nation Thailand
Sunday January 28, 2007