Ashley Solidifies Rebranding with Nationwide Store Refresh

Ashley has a new brand and is redesigning its stores to match.

Furniture and mattress retailer Ashley will update its stores across the U.S. to mark its official rebranding from its original name, Ashley HomeStore.

The rebrand was initiated last year with the debut of a new logo and the name change, but the store redesigns are what will truly bring the brand’s new identity to life for customers. Ashley stores in the Atlanta, Los Angeles, Orlando, Salt Lake City and Tampa areas will be the first to undergo redesigns, with those efforts then expanding throughout the U.S. over the next year.

Both the rebrand and new store design aim to maintain the retailer’s relevance with current customers while attracting a younger demographic looking for on-trend offerings at affordable price points. Ashley stores also are being reorganized to highlight new product offerings inspired by current trends with an open concept floor plan, updated mattress gallery and new interior design elements. Ashley also has recently introduced new lower price points as part of the larger rebrand.

“We are excited to introduce customers to the all-new Ashley and continue to inspire the love of home,” said Todd Wanek, President and CEO of Ashley in a statement. “By refreshing our stores, we hope to empower and inspire our customers while keeping home at the forefront of all we do. The new Ashley transcends the mere feeling of home, and our customers will find the great quality they have always loved but with all new looks and prices.”

Ashley will celebrate the store updates with in-store events featuring giveaways, free workshops with local design experts and more. The first store refresh events will take place on July 29, 2023, at the Clearwater, Pinellas Park, Tampa and Wesley Chapel locations in Florida. Ashley will give away more than $50,000 in prizes and provide customers with a chance to win free groceries for a year. Additionally, the first 50 people in line at each store event will receive an exclusive Ashley gift bag valued at up to $75.