Embattled furniture retailer Harveys, owned by Homestyle, is rebranding and ditching its value tagline.
A£1 million TV advertising campaign began on Wednesday to reinforce the new stance. The retailer has traded in the old Harveys tagline 'home store for value' and replaced it with 'furniture and furnishing'.
Group managing director Carolyn Simons said the old identity was not strong enough and created confusion. A new orange store logo has been developed and six shops - including Aberdeen and Watford - have already been rebadged.
She said: 'It's to try and really give Harveys more 'memorability' in terms of brand stand-out as furniture retailers were seen as much of a muchness.'
If successful, the new look will be rolled out as new stores open and refurbishments take place. It will also feature on point-of-sale material.
At last week's AGM, Homestyle reported a like-for-like slide of 11 per cent across its furniture division.