Retail chain Argos has confirmed that it has become the new sponsor of ITV’s Loose Women to push its Heart of House brand, as well as revealing it has opened two Argos Digital format concessions in Sainsbury’s.

Heart of House, Argos’ own brand of furniture and accessories, has initially signed up for a five-month media partnership and aims to reach around 17.3 million consumers.

Earlier this year, Sainsbury’s won the bidding war for Argos owner Home Retail Group, back in March with a £1.4bn bid. Now Argos has confirmed that it has opened in two Sainsbury’s stores in Hazel Grove and Stoke-on-Trent.

Argos said that its new Hazel Grove in Stockport, and its new Stoke-on-Trent location, which opened at the end of August, has created 40 new jobs between them, and follows the successful pilot of 10 stores opened within Sainsbury’s last year.

Furthermore, Habitat recently confirmed that it is planning a potential concession network with Sainsbury’s as the completion of its Home Retail nears.