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The Brick Expanding Brand, Renaming Other Stores

By Home Furnishings Business in on January 2006 Owners of the popular Canadian retail powerhouse, The Brick, plan to leverage the power of its name by changing some of its other stores to incorporate the better-known brand by mid-year.

The changes are, in part, expected to improve advertising efficiencies and give consumer access to a wider array of products through its Web site. The rebranding should be completed by this summer for the Edmonton, Alberta-based retailer.

The owner of The Brick plans to convert 24 of its 87 United Furniture locations to The Brick moniker. According to a company release, the selected locations are in markets where The Brick does not currently have stores. The rebranded stores will add appliances and home electronics to the merchandise mix.

In addition to the changes to the United Furniture stores, the company plans to rename its three Home Show Canada stores The Brick Superstore, and its 11 Sleep Better specialty sleep stores will be renamed The Brick Mattress Store.

Other plans for the sleep stores, include plans to expand its storefronts by opening up to 100 locations over a three-year period.

Kim Yost, president and chief executive officer of The Brick Group, said the changes are being made to increase sales at the various locations.

"We are leveraging the strength of our core business and most recognized and profitable brand," Yost said. "The Brick management believes these changes should also result in certain cost savings, and in particular, reduce our advertising and operating expenses."

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