News

Garden Ridge rebranding all stores to At Home

June 17, 2014

Garden Ridge, a home décor retail chain, has announced that it is investing $20 million to rebrand all stores to the successful 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 and 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 company said 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 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."

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.