In an effort to reposition itself and expand in the home décor retail market, Garden Ridge will henceforth be known as At Home after a $20 million rebranding investment, according to a statement released on Wednesday.
“Our new name, At Home, better reflects our company’s home décor heritage, as well as our aspirations for the future,” Chief Executive Officer Lee Bird said in the statement. “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.”
Rebranding has allowed At Home to focus more on its goals for its lines of home décor products, redecorating and rearranging stores to provide better customer navigation throughout, and producing new signage that provides decorative ideas for customers.
At Home was founded as Garden Ridge in 1979 and is headquartered in Plano. It owns and operates 71 stores in 21 states, with an average store occupying around 120,000 square feet. It plans to open 13 new stores in 2014, as well as to have all stores rebranded by the 2014 holiday shopping season.