You may have noticed a shift taking place inside a bed and bath supply store at Towers Shopping Center in Roanoke.

Domestications/The Company Store, which opened on the shopping center’s upper level in 2006, is selling off much of its Company Store merchandise to focus on its Domestications line.

Domestications sells bed and bath supplies and home accessories, under HanoverDirect, a catalog retailer based in New Jersey. You may recognize other catalog and Internet retail concepts under HanoverDirect, including The Company Store and Silhouettes.

The change is happening in Roanoke, because The Company Store has two retail locations in Wisconsin. There was a need to focus on Domestications locally, said Pete Bather, who is vice president of marketing for The Company Store and Domestications.

“From a branding standpoint, it’s a clear message to Roanoke that they know what the store is for,” he said.

The Company Store's selection of bath, bedding and home products is similar to Domestications' offerings.

The Roanoke store is the only Domestications retail location in the country. It landed here because Roanoke houses a distribution center for HanoverDirect.

Now is a good time to head to this store if you're looking for quilts, down comforters and other bedding selections. All Company Store merchandise, which takes up the right side of the store, is 75 percent off.

Bather said he expects the transition to be complete in several weeks, adding that the retailer still may carry some select Company Store merchandise.

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• Posted by Jenny Kincaid Boone in Stores
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