Re-branding is not easy. In the short term it creates customer confusion. (What happened to Lumber Liquidators??) The company will want to retain existing customers while also gaining new ones. The goal is to change the image of the company but still to keep the old clients. Inevitably, we will lose some clients in the process, and gain some others. Overall, it will be a positive, but only by about 1% in the first year. But as the new brand develops and customers gain awareness, it will have room to grow at a much faster pace than the current Lumber Liquidators.