In a drive to develop and grow its own brand products, Argos has unveiled a new home and furniture range called Heart of House.
Heart of House forms part of Argos' plan to continue increasing its appeal among broader customer groups, as outlaid in its recent end-of-year results.
The company is aiming to grow its own brand ranges, so by 2018 they represent a third of its total sales.
Chief executive of parent company Home Retail Group, John Walden, said: "This is a significant launch for Argos and heralds the introduction of our first cross-category, high quality private brand.
"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.
"Heart of House will offer quality products which stand up to the rigours of everyday life but which are stylish and enable customers to easily coordinate and create the latest looks at home.
"We plan to develop Heart of House as a significant brand in its own right, which our customers recognise, connect to and desire."
The range consists of 1,200 products across furniture, homewares and upholstery and will be available to customers later in the summer.
A multi-million pound advertising campaign will support the launch of the brand later in the year.
Customers will be able to buy products from the new Heart of House range from Argos' website and smartphone app.
Earlier in the year Argos reported a 3.3% LFL sales increase to £4,051m for the year
, with its benchmark operating profit up 12% to £112m.
HRG's other plans for Argos include enhancing its offer across internet and mobile platforms and opening more digital stores after successfully trialling six last year.