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Garden Ridge invests $20 million to rebrand as At Home

Plano, Texas – Garden Ridge, a 30-year-old home décor retail chain, said today the company is investing $20 million to rebrand all stores to the At Home nameplate.

The new brand identity better reflects its mission to provide customers with more than 50,000 home décor products for every room in a variety of styles at everyday low prices, the company said. Along with the new name and branding, the stores have been redesigned to enhance self-help shopping, making it easier for customers to find what they need with new signage. New in-store merchandising vignettes offer design and the displays will be changed out seasonally.

The company has also launched a site under the new brand: www.athome.com . Like the Garden Ridge site, At Home does not engage in ecommerce.

"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 Lee Bird, ceo. "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 is expected to be complete for all locations by the holiday shopping season. The company currently operates 71 stores across 21 states, with plans to open 13 net new stores in 2014. The retailer opened stores in Durham, N.C. and Peoria, Ariz. , on June 5 .

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