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In 2014, Garden Ridge converted all stores to the At Home brand and floorplan. [7] The rebranding project changed the use of orange color for advertising to a soft grey and blue, and added a house symbol for the "o" in At Home. [8] The rebranding cost around $20 million. [8] At Home publicly filed an S-1 on September 4, 2015, to go public. [9]
A home decor retailer, homeware retailer or homeware store is a retail businesses selling home-related products. Homeware stores may sell products like furniture, ornaments, bedding, linen and kitchenware. [1] The home decor sector was estimated to be worth US$714.2 billion globally in 2022.
From the line extension to brand extension, however, there are many different types of extension such as "brand alliance", [12] co-branding [13] [14] or "brand franchise extension". [15] Tauber (1988) suggests seven strategies to identify extension cases such as product with parent brand's benefit, same product with different price or quality, etc.
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Home Décor Products was founded in November 2000 with the acquisition of Bathopia, a bath and kitchen e-tailer. Bathopia was relaunched as HomeClick.com, primarily an online retailer of bath and kitchen products, with the purpose of allowing the average consumer to purchase items directly online that were typically only available in various showrooms scattered about the country. [2]
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