Michele Newbery, president of The Mine

Eighteen year-old online home décor and furnishings brand ATGStores.com has a new name, a new look and a new focus on personalized, one-on-one service.

Acquired by Lowe’s Companies in 2011, ATG recently changed its name to The Mine as part of a major rebranding that features an added emphasis on high-end designer partnerships and an improved user experience to better engage shoppers and drive conversions. With such new tools as state-of-the art 3D imaging technology, The Mine offers a more interactive experience designed to inspire shoppers and help make their design ideas a reality.

Michele Newbery, president of The Mine, shared her thoughts about the brand’s evolution — and expectations — with Chain Store Age.

Tell us about the company’s evolution?

Since Lowe’s acquired us at the end of 2011, we have been evolving our brand to better target and engage customers.

We know that 70% of shoppers start their home journey online, and 35% are purchasing furniture digitally — and the amount of shoppers that becoming receptive to the online furniture space is growing. To target these shoppers, we’ve implemented some key solutions — a move that would also help us reintroduce the company. On April 25, we launched our new redesigned site, TheMine.com.

How does The Mine interact with Lowe’s?

As a division of Lowe’s, we tap their resources so that we can move nimbly, but we operate independently. We are headquartered right near Lowe’s Innovation Labs, in Kirkland, Wash. We love to run over and explore the technologies as often as we can. This helped us decide which solutions would be priorities.

How did you prepare for the relaunch?

As customers become more interested and confident buying large items online, we knew to attract and retain these…