Garden Ridge, a leading home décor retail chain, announced today the company is investing $20 million to rebrand all stores under the At Home brand. According to the company, the new brand identity better reflects the company’s mission to provide customers with more than 50,000 unique home décor products for every room, every style, at everyday low prices.
“Our new name, At Home, better reflects our company’s home décor heritage, as well as our aspirations for the future. By aligning our in-store transformation and merchandise offerings, the new brand best positions us to succeed as we move forward with our expansion strategy,” said CEO Lee Bird. “At Home continues Garden Ridge’s rich, 30-year history dedicated to inspiring our customers to create a home that reflects their unique personality and style, both inside and out.”
Along with the new name and branding, the stores have been redesigned to enhance the self-help shopping experience, making it easier for customers to find what they need and make themselves feel At Home. The newly redecorated stores feature easy-to-read signage that takes the customer to the various departments and down the aisles for specific items they are seeking.
New in-store merchandising vignettes offer design ideas and displays will be changed out seasonally to remain relevant and on-trend. The rebranding and refreshing of the store environment in all locations is expected to be complete by the holiday shopping season. The company currently operates 71 stores across 21 states with plans to open 13 net new stores in 2014, most recently opening stores in Durham, N.C. and Peoria, Ariz., on Thursday, June 5.