In the short term, from a purely financial perspective, the re-branding is not critical. However, once the plan is implemented, customers will expect it. The financial goal of the plan is to generate profit, and the company should reinvest that profit into a capex initiative to improve the physical appearance of the stores and re-brand the company. Competitors like Floor And Decor and The Tile Shop have newer looking stores in high traffic retail locations. If we are to compete, we must at least match their offerings.