In a bid to expand their own brand business; Argos have launched Heart of House, a new homeware and furniture brand.

“As part of its transformation plan to become a digital retail leader, Argos has committed to growing its own brand business to represent a third of all sales by full-year 2018.” says the company in a statement.

The strategy to develop their own brand business revolves around a dedicated site that showcases homeware and furniture products in a way in which reflects the change in consumer habits and the effect on homes.

We were tasked to develop a platform for the new brand to display products and signpost users to the Argos site to make their purchase.


A completely custom front end to the WordPress CMS was developed, along with bespoke elements of the back end by adding custom post types and features to allow Argos to easily update a modify the site going forward.

Both the application and server levels of the solution were built using secure coding best practises and configurations to ensure a future proof, robust and secure environment.

High definition full screen images, embedded videos and a unique product hotspot feature were used to bring the site to life.


The Heart of House site appeals to a wider range of customers by enabling them to navigate a plethora of content in a contemporary and engaging way, which in turn drives more sales to Argos.