Argos, part of Home Retail Group, wants to broaden its product base, moving away from the image of inexpensive jewellery for the ‘chavs.’ The company will offer a more aspirational catalogue to target John Lewis customers to include includes premium brands and more luxurious home furnishings for the first time, according to a report.
Whilst Argos is a unique value catalogue recognised for convenience it also has a reputation of selling cheap goods. The success of the company is not to be underestimated with over 680 stores throughout the UK with sales last year topping £3.8 billion.
Argos chief Sara Weller stated: ‘We are not giving up our value heritage but believe we can do a good job at the top end of the market as well,’ she said. ‘In the past we haven’t had the product range for customers who have a bit more money to spend.
Retailers are fighting hard for sales and Weller believes customers will be lured away from rivals like John Lewis out of convenience, as they can order Argos goods on the internet and collect them in stores, or have them delivered. ‘The aim is for our prices to be in line with rivals – or a bit below,’ said Weller.
The new catalogue is out now. Go to www.argos.co.uk.