Local shop goes with company rebrand

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April 7, 2016 10:50 AM

New owners of Decorators Den, Tasha Beauchesne and Kalla Gerling, rebrand the business, calling it Olive & Birch.

Sometimes longstanding businesses need a new start to keep with the times and breathe fresh air into their images.

This was the idea when the new owners of the Decorators Den decided to rebrand and switch up under the name Olive & Birch.

Tasha Beauchesne and Kalla Gerling bought the home decor outlet about two years ago and just last weekend hosted the launch of the rebrand at its location on the corner of 48 St. and 48 Ave.

“It’s a store that’s been in town for 32 years—it’s got rich history but we’re new owners as of two years ago and we’re looking for a fresh new image and updated the name,” said Gerling.

“A current more trendy name that I think suits our style and suits our clientele that we’re attracting to our store.”

Beauchesne and Gerling said they want to offer the same quality of products that the store is known for as well as offer the same customer service shoppers are used to.

The name of Olive & Birch just kind of came about, said Gerling, and the pair not only found it to be fun and fresh, but the words also have meaning.

Beauchesne said, “If you look up the meaning of the birch branch, it means starting over, or new beginnings, or kind of a renewal—and I would say that’s what we’re doing, renewing what has been a very great business for the community.”

The store offers everything from blinds and drapery to wedding gifts and anything else a person needs to turn their house into a home.

Gerling said they were inspired to buy the business because both women love home decor and are also passionate about helping people pick out the items they’re looking for to beautify their living spaces.

“We love to see customers walk out of here happy with their purchase and we know when they sit down in their home and they look at that piece that they bought from the store, they love it and they’re happy and it’ll be in their home for years,” she said.

Both of them admit that it’s not the best time for a rebrand launch considering the economy, but attribute the store’s ability to pull it off to its loyal and expanding customer base.

Gerling said they’ve had great support from the community and the store is beginning to cater to out of town clientele, from places like Bonnyville, Cold Lake, Provost and Paradise Hill.

“We have quite a drawing area that’s helped with the tough times and people outside of the oil industry that are still able to support our community,” she said.

“We’ve done what we can to make this a great launch event today, but we will still be continuing to make changes in the future and improvements to the store.”

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