Commercial director Robbie Feather, former head of Sainsbury’s online business, said Argos has been strong on brands, particularly in electricals and gadgets.
But, he said, it now had a “big opportunity” to develop more of its own products due to the supermarket’s design credentials.
Feather said Argos would be “driving hard into home” as part of the strategy.
Argos chief executive John Rogers, formerly Sainsbury’s finance chief, added he was “really pleased” with the chain’s performance since last year’s £1.4 billion takeover by the grocer.
Argos same-store sales rose 4.3% in the nine weeks to March 11.
Own brand is also a focus for John Lewis.
Its new chief Paula Nickolds said last week she is targeting a 50/50 sales split between own brand and branded products.
Own brand makes up 35% to 40% of John Lewis sales.
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