Homeland launching soon
January 2014 marks the beginning of the third phase of Aurivo’s brand architecture programme- renaming the retail stores to Homeland.
With the growth in both scale and complexity of our business we now do many things for many people. Until recently, many of our products traded under the same name and while this has served us well in the past, our customer research showed that one size does not fit all.
During 2013 our new co-op name, Aurivo was unveiled, after which our animal feeds brand was aptly renamed Nutrias- the science of animal nutrition.
As our retail stores business footprint continues to expand geographically, and a broadening of our product range to meet wider customer needs, a new name was required to help all customers, existing and new, to understand the breadth of choice in our stores. Our new store name Homeland delivers on this challenge.
Our retail stores will continue to serve our communities under our new name Homeland, offering great range and value to our rural and urban customers throughout our three new store formats- Homeland Agri, Homeland and Homeland Plus.
Homeland will be rolled out across all our stores throughout spring 2014. All external signage will be updated firstly and over a two-year period all internal signage systems and décor will be updated.
Gurteen, Ballaghaderreen and Sligo will become the first Connacht Gold DIY & Gardens Stores to become Homeland Agri, Homeland and Homeland Plus.
