Ashley HomeStore Rebrands to Ashley for Modern Appeal and Expanded Market Reach

Ashley HomeStore, a well-known leading furniture and mattress retailer, has changed its name to just Ashley. According to the company, the move aims to maintain relevance among consumers while also appealing to a younger demographic interested in upscale and on-trend look at an affordable price point. 

Ashley is a company that has expertly utilised the power of personal names as a branding strategy. Our recent report highlights the benefits of using a personal name as a brand, such as building trust, creating a more personal connection with customers, and giving the brand a distinct character and authenticity.

Looking at Ashley’s digital presence, it’s worth noting that while their core operations remain at, they secured the premium domain in 2017. This acquisition not only strengthens their online brand identity but also lays a solid foundation for the expected expansion, development and potential diversification of the market in the coming years.

Old domain
Restrictive, Product Expansion, Limiting Growth, Industry Evolution
New domain