The Firehouse Casual Living Store, a multi-store casual retailer that won the ICFA Apollo Awards in 2020 and 2021, has rebranded to Viridien, a change that Owner Grant Henegan says will repurpose and redefine the brand to reflect who they really are.
“We have grappled for years on what to do with a name that has more letters than supercalifragilistic,” says Henegan. “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.”
Henegan says the one thing this won’t change is the way the store does business. Over the 4th of July weekend, the stores will begin to slowly roll out our new branding. By Labor Day all of the stores will officially change to Viridien.
How we treat our partners, vendors, teammates, and employees, remains extremely important to us,” Henegan says. “Our purpose, integrity and culture will not change.”
