IS NOW
Formerly based is Houston, now Plano, TX-based Garden Ridge, a home furnishings chain, plans to invest 20 million dollars in a re-branding strategy.
CEO Lee Bird said It took over a year of research and development to make the decision to change the company name and to remodel all the stores.
Before, Garden Ridge had a time differentiating itself, pointing out that the orange color scheme was too similar to that of Home Depot.
The new name better represents what the stores sell, rather than the old name, Garden Ridge, where the name represents the sale of strictly garden supplies and outdoor furniture, when really the stores are mire than that.
The new name "At Home", with a better color scheme of white, teal, and grey, brings a more homesy, with new shelving and furniture settings like what Ikea does to show off what they sell, rather than the old industrious look the company used since the 70's.
At Home also plans to open 13 new stores over the course of 2014.
The transition of changing all the stores from the Garden Ridge name, to At Home, is planned to be completed just in time for the holiday shopping season.
There is currently a total of 71 stores across 21 states.
