Plano-based home décor retailer Garden Ridge announced today the company is investing $20 million to rebrand all stores to the At Home brand. The new brand “better reflects the company’s mission to provide customers with more than 50,000 unique home décor products for every room, every style, at everyday low prices,” according to a news release from Garden Ridge. Along with the new name and branding, the stores have been redesigned.
“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 in a 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. 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 2014 holiday shopping season. The company currently operates 71 stores across 21 states with plans to open 13 net new stores in 2014. At Home is privately held by AEA Investors of New York.