The Fire House Casual Living Store rebrands as Viridien

The Fire House Casual Living Store, a multistore casual retailer that won the ICFA Apollo Awards in 2020 and 2021, is rebranding to Viridien, a change that owner Grant Henegan says will redefine the brand to better reflect who it really is.

The rebranding, which began Fourth of July weekend, is expected to be complete by Labor Day.

“We have grappled for years on what to do with a name that has more letters than supercalifragilistic,” Henegan says. “The name evolved as a descriptor from being a seasonal store that sold and installed fireplaces in winter to selling outdoor furniture in the off-season. We have evolved into a store that caters to a sophisticated audience looking for the best in outdoor furnishings and, yes, also fireplaces for luxury homes.”

The Charlotte, North Carolina-based retailer, founded in 1981, has five locations in the Carolinas. Its furnishings brands include Brown Jordan, Kingsley Bate and its private-label Benett Jones line.

Henegan says the one thing that isn’t changing is the way the retailer does business. “How we treat our partners, vendors, teammates and employees remains extremely important to us,” Henegan says. “Our purpose, integrity and culture will not change.”

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Stores began rolling out the new branding over the Fourth of July weekend. By Labor Day, all of the stores will officially change to Viridien.

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