Carrie Rengers

At Home, the Home Decor Superstore, to open in former east-side Target

At Home, the Home Decor Superstore, is opening where the east-side Target was near Towne East Square.
At Home, the Home Decor Superstore, is opening where the east-side Target was near Towne East Square.

Less than a year after Target closed its store at 301 S. Towne East Mall Drive, Dallas-based At Home, the Home Decor Superstore, will open one of its stores in the space.

“We’re a big box specialty retailer of home decor,” says spokeswoman Stacey Sullivan.

That includes merchandise such as furniture, patio items, textiles, housewares, wall decor and tabletop items.

“It’s products for every room of your house, inside and out.”

Target closed in late January, and At Home will open in the approximately 105,000-square-foot space by late August or early September.

Sullivan says since the building is a second generation box store, “We can move quickly.”

At Home formerly was known as Garden Ridge Pottery, which was named for the chain’s first store outside of Garden Ridge, Texas.

“People thought we sold gardening supplies,” Sullivan says.

In June, the company spent $20 million to rebrand.

That included changes to signs and lighting and the overall customer experience. Sullivan says that also meant updating stores “and making them clean, neat and organized.”

“We invested in the customer experience from start to finish,” Sullivan says. “We found that the average customer spends about two hours in our store.”

She says the chain caters to a variety of tastes within what it broadly defines as contemporary, traditional, global and country styles.

“We can offer a price point for everybody.”

Sullivan says At Home doesn’t offer coupons or sales unless it’s on discontinued merchandise.

“We are an every day low-price model.”

She says it’s hard to pinpoint the chain’s competition.

For wall art, it might be Michaels. For furniture, it might be another competitor.

Sullivan says patio and seasonal items are particularly big sellers for At Home. For instance, stores carry more than 100 artificial Christmas trees during the holidays.

At Home, which has 85 stores in 22 states, also is opening a second Kansas store in Olathe in late summer, Sullivan says.

“We’re growing very aggressively.”

Reach Carrie Rengers at 316-268-6340 or Follow her on Twitter: @CarrieRengers.

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