Those 7 Garden Ridge stores around the Houston area that sell lots of mirrors and rugs and pots and silky fake flowers but no garden equipment or hills aren’t closing, but they will soon sport new names. The entire 21-state chain is rebranding itself, store by store, to a name that’s both more descriptive and more generic: At Home. And CEO Lee Bird, who earlier this year yanked the home-goods company’s headquarters away from Houston and moved it to Dallas, appears to have been inspired by his colleagues in the fashion industry: “We want to be known as the Forever 21 of home decor,” he tells the Dallas Morning News, “fast and affordable.” No announcement has been made explaining when the Willowbrook, Woodlands, Humble, Westheimer, Katy, Sugar Land, or Webster Garden Ridge locations will get their new blue-and-gray signage and the new “Home Decor Superstore” tagline, but the entire $20 million project is scheduled to be complete before the end of the year.
- Garden Ridge is evolving into At Home [Dallas Morning News]
- Garden Ridge CEO: Why we’re investing $20M to rename, rebrand stores [Houston Business Journal]
- Previously on Swamplot: Please Bring Your Final Purchases To Conroe for Checkout