Elle Decoration editor says Habitat is “as good as dead”

[dezeen]

Dezeen Wire: Elle Decoration editor Michelle Ogundehin has declared British furniture brand Habitat “as good as dead” in an article on the magazine’s blog, stating “I give it two years max” – read the blog post

Ogundehin says that the retailer, which closed all but three of its UK stores earlier this year, failed to react to competition within the market and “increasingly misunderstood ‘Lifestyle’,” its key selling point. She claims that Habitat has lost its original focus on innovation and simplicity, and rubbishes plans by current owners the Home Retail Group to sell Habitat products at Argos and Homebase outlets, adding that their one remaining interest is to “flog stuff.”

See our previous story on Habitat going into administration.

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