Argos has unveiled details of its home furnishings own brand Heart of House ahead of an official launch later this year.

The range comprises 1,200 furniture, upholstery and other homewares products and is due to go on sale later this year accompanied by a major marketing campaign.

The launch fits in with Argos owner Home Retail Group’s long term strategy to ramp up own brand sales at the retailer. By 2018 it is aiming for one third of sales at Argos to come from own brand products.

Home Retail Group chief executive John Walden said: “Significant levels of research and planning have gone into the development of the brand. Customers told us they were looking for a brand which offered great products for the home at great prices.

“We plan to develop Heart of House as a significant brand in its own right, which our customers recognise, connect to and desire.”

Heart of House will be available through Argos stores, online and via its own shopping app. Walden first revealed plans for the brand in April, but gave no details at the time.

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