Garden Ridge rebranding to At Home

The coming months will see the name “At Home” popping up on 71 Garden Ridge stores in 21 states as the home décor store undergoes a significant rebranding and remerchandising initiative.

The company said it plans to spend $20 million to rebrand all stores to the At Home banner, which it believes better reflects the company’s mission to provide shoppers more than 50,000 unique home décor products for every room, every style, at everyday low prices. The company’s original name was taken from the town of Garden Ridge, Texas, where the company was founded in 1979.

“Our new name, At Home, better reflects our company’s home décor heritage, as well as our aspirations for the future,” said CEO Lee Bird. “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.”

The company plans to open 13 new stores this year, a sizable increase on a percentage basis, considering stores average about 120,000 sq. ft. At Home said it is focused on continuing its trend of aggressive store growth for the foreseeable future as the brand seeks to expand across the United States.

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 feel At Home, according to the company. The newly redecorated stores provide a welcoming atmosphere with easy-to-read signage that takes the customer on a journey through the store. For example, 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, and are intended to offer design inspiration for how At Home products can be put together and displayed in customers’ homes.

Source: Retailing Today