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SAVANNAH, Ga. — In a move to align the look of its convenience stores with its commitment to fresh food and health, Enmark has launched a chainwide rebranding initiative.
According to the Savannah Morning News, Enmark will now be doing business as "enmarket" as it embarks on a mission to "enrich lives in the communities we serve."
The change in branding was inspired by the evolution the company has experienced over time, said Houstoun Demere, vice president of enmarket.
"Enmark has always been recognized as the market leader in competitively priced, premium quality, double-filtered fuel, and none of that will change," he said. "But with the simple addition of two letters, we've included the word 'market' within our name and that is more indicative of the type of stores we operate."
The retailer was founded in 1963 as Interstate Stations and rebranded approximately 20 years later to Enmark. The family-run convenience store chain looks much different now than it did when the Enmark name appeared in the 1980s.
"We've maintained the core values that the company was founded upon, but have morphed into something different with some significant changes in how we go to market. Most of these changes have occurred inside the walls of Enmark over the last few years, both in the stores and in the office," Demere said. "We felt it was time to make some external modifications to better reflect these internal changes. This starts with our name and logo, the first thing you see when you ride by one of our stores."
He told the news outlet the new name "was sitting there in front of us the whole time. When we realized it, it didn't take us long to embrace the idea to make the change. It seemed like a natural progression for our brand."
Enmarket will continue to offer the same core products Enmark has carried, with additional product lines being added to several areas. Eleven of its current stores are preparing fresh food onsite, according to the report. Also, the company has added a new line of healthy snacks with more all-natural, organic, gluten free, and non-GMO options for customers.
The company has changed the look associated with the brand as well. "We softened up the logo and made some color modifications that better represent the current identity of our company," said Matt Clements, director of marketing at enmarket, "We also added a couple of leaves to the logo to accentuate the fresh and healthy elements of our brand."
In addition to the name change, many of the convenience stores will undergo interior remodeling and reimaging. For example, employees will get new uniforms and in-store technology will be upgraded.
The company also plans to continue to grow its footprint through new builds and acquisitions, Demere said.
Enmarket will continue to sponsor health and wellness events like the Savannah Bridge Run and the Encourage Health lunch series, he said. The company has added bicycle service stations at two locations with heavy bike traffic, with more stores to be added in the future.
Savannah-based enmarket operates 63 convenience stores in Georgia, North Carolina and South Carolina.