In the Garden Ridge location at 1996 Pavilion Way, Hamburg area shoppers have noticed a facelift and reconstruction this summer. The Texas-based chain has spent $20 million on a re-branding strategy, and the roll out of the new “At Home,” stores are the result.
Garden Ridge CEO Lee Bird told Dallas Business Journal that the store, named after the founding Texas city of Garden Ridge, wasn’t always self-explanatory outside Texas. “They (customers) were coming in looking for lawn tractors, fertilizer and dirt. So it was just too confusing.” The orange color scheme, which resembled Home Depot, is also out, replaced by blues and grays.. He says the new name, At Home, is better reflective of the home goods that the retailer sells.
Signage inside the store reads, “Garden Ridge is now At Home. New look. Wider selection. Same great prices.”
“After 30 years as Garden Ridge, we’ve kept the best and redecorated the rest. You’ll find a wider selection of decor for every room in every style, all at everyday low prices. We think you’ll agree it’s a change for the better.”
The chain has 71 stores in 21 states.