In California, Orchard Supply reaches for its niche

An article in the San Jose Mercury News reported that Orchard Supply Hardware is working to distinguish itself from big and small competitors. 

In addition to introducing a new logo and a new brand name -- "Orchard" -- the San Jose, Calif.-based company intends to earn a reputation as the place for backyard home improvement. 

According to Tom Carey, senior VP for Orchard, the 89-store chain anticipates growth, perhaps even at the rate of 10 to 15 stores a year. 

"Hardware stores should be fun," Carey told MercuryNews.com in an article about the challenges and opportunities for the California hardware chain.