Lifestyle retailer Fixtures Living to change name to PIRCH

San Diego -- Fixtures Living, which specializes in premium lifestyle products for the home, is changing its name to "PIRCH." The official switchover occurs on Aug. 29.



"This is a seminal moment in the continuing evolution of our company," said company CEO Jeffery R. Sears. "As we expand our presence in the U.S., and touch more and more lives along the way, we feel it's important to have a name that conveys why we exist — our purpose and our promise. "PIRCH" captures that, as it suggests an elevated experience, a place to branch out and discover new ways to 'feather your nest.' "



A variant of the word "perch," PIRCH is spelled with an "i," added Sears, "to make the name uniquely ours."



The privately held retailer has aggressive plans for expansion over the next five years. It currently operates stores in California, with plans to move its San Diego showroom to Westfield’s UTC this fall. It also will soon have a presence in Oakbrook Center, Oak Brook, Ill., as well as Dallas' NorthPark Center.



"Despite the significant change we're embarking on," said Sears, "the most critical aspects of our company will stay the same. Our management team remains fully intact, and the way we conduct business — openly, honestly, respectfully, and joyfully — will never change."