Plano, Texas -- Garden Ridge announced that it is investing $20 million to rebrand all of its stores to the At Home brand.
"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.
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 exactly what they need and make themselves feel “At Home.” The newly redecorated stores have been redesigned to provide a welcoming atmosphere with easy-to-read signage that takes the customer on a journey through the space, guiding them to the various departments and down the aisles for specific items they are seeking.
New in-store merchandising vignettes offer design ideas for every room in the house and the outdoor entertaining area. The displays are changed out seasonally to remain relevant and on-trend, offering design inspiration for how products can be put together and displayed in customers' homes.
The rebranding and refreshing initiative 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.