Schewel Furniture Company, a 50-store furniture retail chain focusing on in-house financing, recently announced a rebranding to Schewels Home.

Since 1897, the company has offered affordable home furnishings to customers in Virginia, North Carolina and West Virginia under the Schewels name, according to a press release from the company. The company also sells appliances, electronics and lawn and garden equipment.

“A lot of things have changed over 122 years, but what hasn’t is our commitment to go above and beyond for our customers,” said Chief Executive Officer Marc Schewel, who represents the fourth generation of the family to run the business. “In order to further enhance that experience, we have decided to become Schewels Home. This change will bring new energy to our stores and new benefits for our customers.”

The main customer benefits, according to the release, are lower prices, expanded 0-percent interest financing every day and a $50,000 community investment. The community investment funds will be allocated to each store based on size, and a committee of store employees will help determine what local organizations to support.

“At the same time, we are recommitting to our mission: providing affordable home furnishings and exceptional customer service to generations of families,” said Jack Schewel, also from the fourth generation.

As part of the rebranding initiative, the company is remodeling the interiors and exteriors of its largest stores — the ones in Lynchburg, Roanoke, Danville and Charlottesville. The grand opening for the flagship Lynchburg location will be on Aug. 23.

The store signage and delivery truck exteriors at the other 46 stores will be converted to the new logo on a rolling basis over the next two years. In addition, the company will continue its ongoing store revitalization program, which has remodeled a third of the stores since the fall of 2017.

The new brand identity and store exteriors were designed by Martin Roberts Design of New York, a leading retail design firm.

“We feel like the time is right to update our image,” said Matt Schewel, director of store operations, who represents the fifth generation. “We also want to create a brand that’s going to appeal to young people, while improving the retail experience for our longtime customers.”

The chain has a store in Suffolk on North Main Street.