WHITE ROSE UNVEILS NEW RETAIL CONCEPT
By Adnews Staff
White Rose, based in Unionville, ON, is trying a new retail concept for its home and garden centres. Initial locations in Misssissauga and London, ON, have been the first to roll out the concept's compenents, which include new store designs, "boutique" departments and product categories and new in-store signage that directs shoppers around the stores. Additional elements of the concept include a new tagline, "Brings the Beauty Home", and an updated logo. The Mississauga and London locations are serving as prototypes for the retailer's new marketing, sales and merchandising ideas. Plans are in place to bring the changes to all 32 White Rose Home & Garden Centres by the fall. The chain is also planning a number of "White Rose GardenEXPRESS" locations which will be based in shopping mall parking lots and will promote lawn and garden products during spring/summer gardening season. Public relations for White Rose are handled by Silect Advertising & Promotions of Toronto.