Sainsbury's has relaunched the Habitat brand with a new marketing campaign focussed on affordability and style.

It is also launching a Habitat Kids range for the first time online and in selected stores in coming weeks.

Sainsbury's has its sights set on the £400 million children's furniture market with the launch of Habitat Kids, the brand's first ever comprehensive furniture range designed and crafted specifically for children.

The new range is part of a wider relaunch of the iconic British brand, which was launched by sixties style icon Terence Conran in 1964.

Sainsbury acquired the brand, along with Argos, when it bought owner Home Retail Group in 2016 for £1.4 billion.

The Habitat Kids range includes hand-drawn alphabet wall art, rainbow rugs, tropical leaf garlands and 'hide and seek' bed canopies, all created by Habitat's 20-strong team of in-house designers and focussing on fun, education and practicality for customers and their children.

The new range comes as Sainsbury's relaunches the entire Habitat brand as part of a renewed focus on the £23 billion furniture and homeware market.

Sainsbury's aims to grow the brand to become a £1.5 billion business by 2025. The launch will include Habitat's first TV ad and a new marketing campaign to position the brand as affordable and accessible for all, while showcasing its heritage and design credentials that customers know and love.

Habitat is Sainsbury's main homeware and furniture brand and is a key component of Sainsbury's 'brands that deliver' strategic priority. Alongside Argos, Nectar, Tu and Sainsbury's Bank, the brand must contribute positively to the business in its own right and support Sainsbury's focus on putting food first.

Simon Roberts, Sainsbury's chief executive, said: "Our plan to put food back at the heart of Sainsbury's only works if our other brands deliver in their own right and so Habitat is an important focus for us. It's an iconic British brand that has been helping customers transform their homes for almost 60 years and the new campaign will ensure it becomes more accessible and affordable for everyone."

Paula Nickolds, general merchandise and clothing commercial director, said: "I am sure customers will love the range and enjoy creating magical little spaces where their children can play and learn."