Well known store undergoes rebrand

ALTHOUGH their branding may look slightly different, staff at Muirs Grow Forward have said they’ll still offer the same service and horticultural expertise they always have.

Formerly known as E.E. Muir & Sons, the company has recently changed its brand to better support a shift to focus on innovation, as well as sustainable products and practices.

Muirs’ Mildura store, which is one of 45 nationwide, was one of 10 key branches selected to be the first to undergo the rebrand, which included new signage that better aligns with the company’s expansion ambitions.

Regional business manager Justin Lane said the rebrand reflects a new era for the company.

“The original business started in the Melbourne market in about 1927, so it will be 100 years old in a couple of years time,” Mr Lane said.

“It’s now into it’s fourth generation, and (the Muirs) have daughters who might potentially join the business later, so I think that was part of the reason that the “sons” has been dropped off, moving forward with the next generation.”

Mildura branch manager Chris Douglas said this is the company’s first change in nearly 30 years. “It’s not a name change, it’s probably a more of a modernisation, bringing the company into line with the current generation that are running,” he said.

The Mildura store, which was the first in Sunraysia, opened on Seventh Street with three staff in 2002, before outgrowing the premises and moving to their current location on Eleventh Street.

Across the region there are now five stores, including in Dareton, Robinvale, Renmark and Swan Hill.