Habitat’s Swedish owners may be looking for a buyer, but I have high hopes that this lovely store will weather the storm in this economy and perhaps not only find a buyer but expand and grow. I live an hour from both a Habitat retail store (2 floors of gorgeousness) and a Habitat outlet store, and so whenever I need a design fix I take the train up to Hamburg for a visit. Have you even been to Habitat? Do you like it? Are you a customer? What do you find there that you like? I’m a fan of their sofas, lighting and accessories — and I like that they carry some wallpaper in-store for when you want to do a quick accent wall in your home. I also like the look of their website, it recently changed, and is a lot easier to navigate.
I really like their current campaign, This is my Habitat, where they spotlight stylish people, like Danish model Helena Christensen, and show them in their space. I’ve not seen Helene’s apartment anywhere online before so perhaps this will be the start of things to come and we’ll be seeing her apartment someplace soon in the future as I’m intrigued by the photographs shown above. Habitat is even running a contest for their customers – if you want to be the next face of Habitat (enter here). I think the only bit I wonder about with This is my Habitat is that, outside of Helena, I don’t know who any of these other people are and I wish they’d give a bit more detail about them — where they live, what they do for work, and why they’ve chosen the particular room and accessories they’re photographed with.
Do you feel the same? But I think they’re on the right track… And I love the idea of using stylish customers on their website. West Elm started doing that last year in their catalogs… I think there is this growing trend to connect the product with real people more and more, don’t you see this through some advertising? I do. I think we’re living in a time when we want to identify with others more and more and feel a bit of a soul connection. I think the days of being superficial and unapproachable, when it comes to decorating, are over and I’m all for it. That’s why I started blogging in the first place, I was ready for this change back in 2005 and though it has taken some years, I love seeing so many products available to real people that do not require entrance to a design showroom. While I love the showrooms, not everyone can afford 40K sofas. And that’s okay. I love the whole handmade/DIY movement, the craft movement and seeing more companies make their design approachable and interesting. Like these rooms above, they’re not perfect. There is breakfast on the floor, things laying about, but it’s real and feels like, “Hey I live this way too! Now I see how that sofa would work in my home”. And that my friends, is marketing magic.
In the end, I rather like the idea of being sold on something that is both attainable and realistic.
(images: habitat)
October 19th, 2009 at 7:28 am
I think Habitat is lovely, but I can’t afford any of it, it’s so expensive. So I hope they won’t close down until I can!
.-= anke´s last blog ..Bang Art Magazine / Horoscope #4 =-.
October 19th, 2009 at 7:31 am
Hi Holly!
My husband and I love Habitat. We love their coffee tables and lamps/lighting. Their design is great for both male and female. So when a couple visit Habitat, there is no compromise.
Lucy
x
.-= Lucy´s last blog ..VOGUE: More Dash Than Cash =-.
October 19th, 2009 at 7:42 am
Vey Very Nice .. I’d like it
October 19th, 2009 at 7:49 am
Hi Holly: Yes, I used to go to Habitat when I lived in the UK and bought my first sofa there – a lovely two seater in a yellowy-beige color…sadly, I had to leave it behind so as not to pay for the shipping to get it back to the States. It is an iconic store with lots of goodies…
October 19th, 2009 at 7:54 am
Gotta say the “stylish customers” in the West Elm catalog make me retch. Not how I prefer to be sold to.
.-= Sprout´s last blog ..Jewel Box =-.
October 19th, 2009 at 8:00 am
I also like a lot Habitat specially their decoration accessories. But i also find them a bit to expensive :(
.-= Juana @ SweetVisualAids´s last blog ..Simple, recycled and unique, this is Freitag =-.
October 19th, 2009 at 8:08 am
oh, I hope they manage. I really like their lighting! I was under the impression that Ikea had bought Habitat years ago and used it as their more upscale/better quality line of products (Old Navy vs Banana Republic type of idea). I wonder where I got that idea from…??hm I was so sure I was right, but if they might be looking for a buyer, that can’t be right, can it?
In terms of price: I find 50% of things fairly priced and the other 50% overpriced.
.-= juliette´s last blog ..Little Girl’s Bag: Take 2 =-.
October 19th, 2009 at 8:23 am
The fact that they sell the Garland (for an acceptable price – Impressionen does the for about 80 Euros which is hard to believe) makes me forgive their deliriously overpriced furniture.
The outlet is nothing exciting, unfortunately, a tiny room full of very shabby pieces – was there a couple of weeks ago and got rather disappointed. It’s worth going to because of its proximity to the Fischmarkt in HH – a beautiful place by the river.
.-= Lovely Sunflower´s last blog ..Sunday musings =-.
October 19th, 2009 at 8:28 am
I’m a big fan of Habitat. Every time we are in Cologne or Hamburg my boyfriend is annoyed, because I spend so much time at Habitat. But I think when he’s honest to himself, he loves it as much as I do. Our dining chairs are from Habitat (you can see a picture on my blog) and also two lamps and a lot of ceramics and deco-stuff. And the idea of the “this is my habitat competition” is really great. I wonder if I should join…
.-= caro´s last blog ..Back again. =-.
October 19th, 2009 at 8:29 am
Just Saturday I bought two 1970 Habitat cane chairs. The cushion covers need replacing but otherwise they are absolutely fab!
October 19th, 2009 at 8:58 am
So sad to hear this! I like Habitat a lot, I ‘ve bought lamps and accessories there, but I have to agree that I find it expensive some times.
I will also vote for “design for everyone”, everybody must afford to create a beautiful space, and also for “pictures of imperfect homes” , they make me feel better about the fact that my home can’t be perfect for more than 30 seconds every week.
October 19th, 2009 at 10:04 am
I remember walking into a Habitat several years ago and I fell in love.. sadly I live in the US.
October 19th, 2009 at 10:45 am
I understand the yucky feeling of seeing “real” people featured in adverts. I sometimes feel that the only thing missing from them and the high-priced celeb models is the title.
Watch, the real people will become stars after being featured and then we won’t know what to think!
On the topic of this post, I agree with you that when they do feature unknowns that they share some backhistory so I can imagine them better.
.-= Lydia, Clueless Crafter´s last blog ..HouseCraft: Illuminate Your World from the Inside Out =-.
October 19th, 2009 at 11:16 am
I adore Habitat! And I’m lucky enough to live about a 15 minute drive away from a Habitat seconds store in the UK, so I can pick up lots of bargains. I really like their accessories – I have a kitchen full of Habitat glasses, tea-towels, oven gloves, and plates and bowls. They also do great seasonal ranges – fab garden fairy lights in summer, and cute baubles and garlands at Christmas time.
October 19th, 2009 at 11:34 am
I miss Habitat :( The Irish one jumped ship last year, damn recession!!
October 19th, 2009 at 11:40 am
My boyfriend and I love Habitat. We visited in Paris and loved a set of flatware so much that we took it back to Canada with us. In the airport we got stopped at security because the butter knives were deemed weapons! They told us that we had to throw them out, because baggage check had closed. I was NOT throwing them in the garbage!! We pleaded with the women working at the baggage check desk and finally got her to check them onto the flight for us. We almost missed our flight because of that flatware! We had to run to our gate and ended up being the last ones on the plane back home.
.-= stephanie´s last blog ..vert =-.
October 19th, 2009 at 12:02 pm
That is so true, Holly. Real life style is entering the advertising too. In Finland, there’s a clothing store that has commercials and magazine ads with real people, the campaign’s called ‘The supermodel of her own life”. I think blogging has effected the phenomenon too with more real life media content. (And this has nothing to do with reality tv!) Hopefully this will result in people being more forgiving to themselves and not only appreciating superstar style life but enjoying the everyday.
.-= tiina´s last blog ..{ monday organizing } =-.
October 19th, 2009 at 12:13 pm
I feel like I’ve grown up with Habitat, my grandparents and parents have pieces from there, I know my mum always wished she could afford more from there. I must admit I think they’ve gone a bit too ‘trendy’ over the past 10 years, in the early 90s I could have happily have had a house decorated entirely from Habitat (I used to fantasise about these things as a teenager!!) but now it’s just bits and pieces, usually accessories that I like.
.-= Katherine´s last blog ..Hugh in Country Living =-.
October 19th, 2009 at 1:38 pm
I adore Habitat!
It’s such a pity that I can’t visit it more often – the closest store is about 80 km far. :( They should open an online store!
.-= Feline´s last blog .. =-.
October 19th, 2009 at 2:06 pm
I live Habitat and just wish I could pack it all in luggage back to Canada. Love the lamps. Was just in one in Paris and I’m sure if I see one in Berlin I’ll pop into it too.
October 19th, 2009 at 2:41 pm
I live about 10 minutes’ walk from a branch and spend far too much time and money in there – but I do love it, been shopping there since I was a student and can never walk in without finding something I covet. Their lighting in particular is brilliant.
Have to be careful though to avoid OD’ing on the accessories – had to take back some cushions the other day because my living room was starting to resemble a Habitat ad campaign (only not quite as stylishly so as Helena Christensen’s, sadly).
October 19th, 2009 at 2:45 pm
there’s actually a duvet set from habitat i’ve been lusting over for months but alas, they don’t ship to the us. i’m just waiting for a friend to announce they’re taking a trip there and i’m SO having them get it for me lol. it’s seriously been months!!!
October 19th, 2009 at 4:43 pm
Oh my goodness – I had no idea Habitat may be in trouble.
I just love it. Although admittedly I haven’t visited for a while.
I bought this chair from there here 8 years ago and the quality and timelessness of it is great.
Also have a large oak mirror and our sofa from there (although sofa has always been horrendously uncomfortable). Habitat is always on trend but classic and timeless at same time. I hope it survives this storm……can think of lot more deserving retailers to disappear first.
Anna x
.-= Anna´s last blog ..Apartment Therapy Week 1 =-.
October 19th, 2009 at 7:02 pm
Wish that store was available in Canada.
October 19th, 2009 at 7:47 pm
i don’t think there is Habitat where I live… thank you for sharing this… i enjoy looking at lovely spaces even though i don’t have the luxury to buy things, it is atill a nice feeling to be inspired.
.-= Rachel´s last blog ..Scrumptiously Delightful Cotton Candy and Marshmallows =-.
October 20th, 2009 at 7:08 am
I’ve always liked Habitat and I’m lucky to live 10 min. walk away from one of their stores. I find it expensive but they have very nice things. I didn’t know they’re in trouble. I have a beautiful ceramic “cookie jar” in my kitchen that a friend gave me for my birthday and that I absolutely adore!!
October 25th, 2009 at 4:20 am
I “discovered” Habitat when I was travelling in Ireland and England, the summer after I completed my undergraduate studies. I believe that the first Habitat store that I stumbled upon was the one in Chester, England. I then found a few more stores in Liverpool and a few places in London. One day when I was back at home, I was telling my Mom back in Canada about it and how she would like this store. Turns out that she has been missing this store since the business left Canada in the 1970s or 1980s.
I remember feeling so out of place as a backpacker walking around in a Habitat store somewhere in London, where I decided to buy a portable table that I ended up bringing home as a carry-on item in a paper bag. I also purchased two books from another Habitat store in Liverpool, I think. I gave them to my Mom, but I haven’t seen them since. I should try to find them and see what these books look like. I also have a Habitat catalogue that I picked up from my time in England in 2002 or 2003.
Since returning home to Canada, I have wanted to shop at Habitat once again. I hope my shopping dilemma at that store in London isn’t going to be my last time shopping at a Habitat.