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Habitat 'transformation' to include new design centre

KANANA KATHARANGSIPORN

The UK-based furniture company Habitat plans to renovate its store with the opening of a design centre by mid-2007, aiming to expand its sales by 19% for the year, according to Brent Smith, chief marketing officer of Habitat Thailand. He said 2007 would be one of the most significant years for Habitat since it opened its store at Siam Discovery in 1997. The transformation will include kitchen items, bath collections, curtains and blinds and interior-design consulting.

The art gallery in the store currently offers picture-printing service. It will add picture printing on canvas in the future and open opportunities for local designers to show their work.

There will also be furniture for children and a cafe{aac} where Habitat products will be showcased in the de{aac}cor scheme.

''All these things will bring the lifestyle experience to customers,'' said Mr Smith, adding that a second store in a prime location was also planned this year.

The size of the first store will be expanded from 700 square metres on the fourth floor of Siam Discovery to 1,569 sq m on the fourth and fifth floors, with the design centre located on the latter. The renovation budget was not disclosed.

Mr Smith, who previously handled marketing management for cosmetics brands including Este{aac}e Lauder and Mac, joined Habitat in June 2006. He believes the marketing strategies that work for cosmetic products can also be applied to the furniture business.

In December, Habitat recorded significant sales growth of 23% year-on-year, after Mr Smith adapted a promotion previously used for cosmetics.

Overall growth had been flat in 2005 and 2006 because of poor consumer sentiment that was notably affected by political tensions last year. But Mr Smith pointed out that sometimes an economic downturn could work to the advantage of certain sectors.

''After the [1997] economic crisis, people were spending more time at home to decorate, so the luxury furniture market remained strong,'' he said.

Bangkok Post
Sunday January 28, 2007