Garden Ridge Invests $20 Million To Rebrand Stores To At Home™
New At Home Retail Concept Reflects Home Decor Offerings, Transformed Visual Identity and Enhanced In-Store Experience
Jun 17, 2014, 11:00 ET
PLANO, Texas, June 17, 2014 /PRNewswire/ -- Garden Ridge, a leading home décor retail chain, announced today the company is investing $20 million to rebrand all stores to the successful At Home™ brand. 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.
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 now provide a welcoming atmosphere with easy-to-read signage that takes the customer on a journey through the store, effortlessly 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 including the living room, dining room, bedroom and outdoor entertaining area. The displays are changed out seasonally to remain relevant and on-trend, offering design inspiration for how At Home products can be put together and displayed in customers' homes.
"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 Chief Executive Officer 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."
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. In addition, At Home is focused on continuing its trend of aggressive store growth for the foreseeable future as the brand seeks to expand across the United States.
Providing customers endless possibilities to express their personal style, At Home offers an expansive selection across broad product categories including patio furniture, garden, home furnishings, wall décor and decorative accents, rugs and housewares. With an average store footprint of 120,000 square feet, At Home is the size of a big-box retailer but exclusively focused on home décor to allow endless merchandise possibilities.
ABOUT AT HOME:
At Home, the home décor superstore, provides customers with the greatest assortment of home décor products for every room, every style, at everyday low prices. With an expansive selection of more than 50,000 unique items across broad product categories, At Home enables customers to express themselves and create a home that reflects their personality and style, in ways big and small. Founded in Garden Ridge, Texas, outside of San Antonio, in 1979, the Company is headquartered in Plano, Texas. For more information, visit the company on www.athome.com, Facebook (http://facebook.com/AtHomeStores), Pinterest (http://pinterest.com/AtHomeStores), Tumblr (http://athomestores.tumblr.com), Instagram (http://instagram.com/AtHomeStores), Twitter (http://twitter.com/AtHomeStores), Google Plus (http://plus.google.com/+AtHomeRetail) and YouTube (http://youtube.com/AtHomeStores).
Contact: Stacey Sullivan, 972-265-1327, [email protected]
SOURCE Garden Ridge
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