— Furniture Today,
Canadian retailer also will rename Home Show units, Sleep Better stores

EDMONTON, Alberta — Major Canadian retailer The Brick Group said it will convert about 24 of its United Furniture Warehouse stores to The Brick banner, in locations where The Brick doesn’t already have a market presence.

Also to be renamed are the company’s three Home Show units, to be called The Brick Superstore, and its Sleep Better specialty mattress stores, which will become The Brick Mattress Store.

“These changes are being made in an effort to increase sales at these locations, as we are leveraging the strength of our core business and most recognized and profitable brand,” said Kim Yost, CEO of The Brick Group. “Management believes these changes should also result in certain cost savings, and in particular reduce our advertising and operating expenses.”

The company also said United Furniture’s management team would “focus on its major urban locations” and would work to drive sales and profits via the chain’s recent integration with The Brick’s newly centralized distribution systems and warehouses.

In the next year, The Brick will continue to integrate UFW’s administrative and management functions, now based in Coquitlam, British Columbia, with The Brick’s head office in Edmonton. 

All three Home Show stores are in greater Toronto. In addition to leveraging The Brick’s advertising dollars and creating efficiencies, the company hopes the new name will add to its consumer credit cardholder base. Holders of the Home Show’s existing club cards will be given merchandise credits to cover the cost of the card, and will be encouraged to continue shopping at The Brick Superstores.

Each Home Show store is about 100,000 square feet, compared to the typical 40,000 to 50,000 square feet of  The Brick units. The larger stores will continue to carry many of its upscale product lines, including Broyhill, Lane, Coja and Bauhaus in furniture. But the stores will target a broader base of middle to upper-middle income customers, the company said.

The 11 Sleep Better shops also are in the Toronto area. The company plans to continue expanding its specialty sleep shop concept, opening 100 locations in the next three years.

The company said the rebannering efforts are expected to help drive its online sales through www.thebrick.com.