The iconic home furnishings brand Habitat is preparing for a renewed entry into the Dutch market. After the brand went bankrupt at the end of 2023 and reappeared in the French retail landscape last year through shop-in-shop concepts, a Dutch website has now been launched. The opening of a local webshop appears to be the next step in the brand's European digital repositioning.
© Habitat
The return of Habitat has been a long-term process. Following the collapse of its physical stores in December 2023, Cafom Group reacquired the brand rights. Whereas in March 2025 the brand focused on physical presence through 24 shop-in-shops within the French chain Fabrique de Styles, the emphasis for further European expansion now appears to be primarily on a capital-efficient e-commerce strategy.
Digital restart in the Netherlands
The launch of the Dutch landing page is a clear signal that the Benelux region is once again part of the growth strategy. For now, the webshop itself is not yet active, but the announcement leaves little doubt about the intention. The brand is opting for a digital relaunch as its primary sales engine, directly responding to the high level of consumer acceptance of online furniture purchases in the Netherlands.
For Habitat, this approach offers the opportunity to test brand awareness and latent demand without the heavy overhead associated with operating its own physical stores. Historically, Dutch consumers have shown a strong affinity with the Habitat DNA: modern, urban and functional design at accessible prices.
A competitive landscape
Although the name Habitat still carries significant recognition in the interiors world, the challenge in 2026 is considerable. The market has become even more competitive since the bankruptcy. Major international players and established national e-commerce companies have refined their logistics and customer experience to a high degree.
Habitat's opportunity lies in capitalising on its design heritage. If the brand succeeds in positioning itself clearly between the budget segment and the premium market, it could reclaim a distinct place in the Dutch living room.
Brand strategy
The current direction reinforces earlier statements by brand director Lucie Crouzet: although the digital experience is central, finding the right balance between online reach and physical presence remains essential. Whether the Dutch webshop will eventually be supported by physical collection points or shop-in-shops, as in France, should become clear in the coming months once the site officially goes live.
More information:
Habitat
www.habitat-design.com
