What’s in a name? Ashley drops ‘HomeStore’ as part of brand refresh

TAMPA, Fla. — Ashley, the largest furniture maker and retailer in the U.S., announced that it is refreshing stores nationwide and is changing its retail brand from Ashley HomeStore to Ashley.

Officials say the new stores will feature a modern look and feel and an elevated in-store shopping experience. Ashley stores in the Atlanta, Los Angeles, Orlando, Salt Lake City and Tampa areas are the first markets to undergo the refresh and will expand throughout the U.S. over the next year.

“By refreshing our stores, we hope to empower and inspire our customers while keeping ‘home’ at the forefront of all we do,” said Todd Wanek, president & CEO of Ashley. “The new Ashley transcends the mere ‘feeling’ of home and our customers will find great quality they have always loved but with all new looks and prices.”

The retailer has evolved its brick-and-mortar store layouts by showcasing trend-forward styles and highlighting new product offerings inspired by current design trends. The rebrand seeks to maintain relevance among consumers while attracting a younger demographic of customers who are looking for an upscale and on-trend look at an affordable price point. The refreshed stores feature an open-concept floor plan, an updated mattress gallery, and new interior design elements. Ashley also recently introduced new lower price points as part of the larger rebrand.

Ashley will celebrate its local store refreshes with in-store events for consumers offering giveaways, free workshops and more. At each local refresh event, guests will be able to sign-up and participate in free curated workshops for your home presented by local favorites.

The first store refresh event will take place on Saturday, July 29, at the Clearwater, Pinellas Park, Tampa and Wesley Chapel locations in Florida. Ashley will give away over $50,000 in prizes plus provide customers with a chance to win free groceries for a year.

Ashley’s local store refresh events are a part of the brand’s larger experiential marketing and events strategy to provide consumers with impactful shopping experiences to drive brand consideration further.

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