At Home is ‘right at home’ in brick and mortar space

Two announcements made today by At Home reveal that brick and mortar retail is alive and well for the Plano, Texas-based home décor superstore chain.At Home

Founded in 1979 as Garden Ridge Pottery, the retailer was eventually renamed Garden Ridge. In 2004, the company filed for Chapter 11 bankruptcy protection Work Utility & Safety Clothing, reorganized, and emerged a year later. In 2014, Garden Ridge rebranded as At Home and, last year, went public.

Today, At Home Group released fourth quarter and fiscal year financial results that show a quarterly net sales increase of 26.4% – the company’s 11th consecutive quarter of more than 20% – and annual net sales growth of 23.1%, most of it due to the net addition of 23 new stores over the past year (bringing the total to 126).

At Home President and CEO Lee Bird says the retailer’s long term plan is to eventually increase store count to nearly five times that number.

“Our fourth quarter outperformance was driven by strong new store results accompanied by a 7 Knickers.1% comparable store sales increase as we further elevated our holiday assortment and capitalized on an inventory opportunity identified earlier in the year Girls, both of which were well-received by our customers,” Bird said in a statement.

Gross profit for the quarter ended Jan. 28, 2017, increased 28.6% to $75.7 million from $58.9 million in the prior year period. For fiscal 2017, gross profit increased 23.5% to $247.5 million from $200.4 million.

“Looking ahead to the upcoming year, we have robust marketing and merchandising plans in place and a pipeline of store opportunities we are very excited about,” Bird said. “We have a young brand that has significant room to grow and a value proposition that is increasingly relevant in today’s retail environment Competitive Swimwear.”

New marketing campaign announced

Part of that marketing plan was revealed today as the company announced the launch of its first integrated marketing campaign “Unleash Your Inner Decorator” to include television and digital radio, showcasing the store’s decorating possibilities.

The campaign will debut on April 3 Shapewear, 2017, in more than 20 top markets and will highlight At Home’s “unmatched décor assortment as well as everyday low prices.” Four unique television commercials will explore decorating aesthetics through the lens of a diverse group of individuals, focusing on “the inner decorator in all of us, ready at any moment to be unleashed … whether it’s a pop of color, playful table scape or eclectic outdoor haven.”

The ads will communicate the breadth and depth of At Home’s assortment of more than 50,000 products (furniture, garden, housewares, textiles, rugs, seasonal décor, tabletop, wall décor, patio).

“Our passion is to inspire new and existing customers to discover and embrace their inner decorator when it comes to styling any space,” Bird said. “With the launch of our first national TV campaign, we’re poised to showcase that At Home’s world of endless possibilities does just that. As we continue to grow our footprint, driving increased awareness of the At Home brand while solidifying the company as the go-to source for all home decorating needs will be a key component to our success.”