DOWAGIAC — Though one local store is rebranding, store officials are saying the customer experience will remain largely the same.

Sears Hometown Store, 56153 M-51, Dowagiac, will host a grand reopening Friday and Saturday. The reopening comes as Sears Hometown Stores is rebranding as “America’s Appliance Experts.” As part of the rebranding, Sears Hometown Stores will feature new products, redesigned merchandise new fixtures and signage, and comprehensive employee training.

The grand reopening will feature special deals, as nearly everything in the store will be 10 percent off.

“Customers in these communities can still expect the same low prices they’ve come to know, but with a modern approach,” said Michigan District Manager of Sears Hometown Stores, Chris George, in a press release. “Every ‘America’s Appliance Experts’ store has been retrofitted to better serve the needs of the customers. Our specially certified sales teams can guide customers to use interactive technology that searches a wide range of products or to experience our improved kitchen vignettes and laundry innovation area.”

John Fox, of Coloma, has owned the Dowagiac store since 1997. In that time, he said he has seen his store go through many changes. The biggest change came about 10 years ago, when his store was rebranded from a Sears retailer to a Sears Hometown Store.

“We became more highly trained and we got more appliances,” Fox said in the back room of the Dowagiac store, which is buried behind a maze of hidden boxed appliances.

Fox said that he is prepared to embrace the new rebranding of his store, as it means that he will be better equipped to serve his customers. Because he is embracing the change, he said he is excited for the grand opening this weekend and is hoping that the community will turn up to support the store.

“We want to publicize the change,” he said. “To me, every step is a step up.”

One of the biggest changes for Fox regarding the new rebranding to “America’s Appliance Store” will be that he and his employees will be more highly trained.

“We’ve been doing training monthly for the last 10 years to keep up with the new technology and appliances … but now it will be more intense,” Fox said.

With the new rebranding and reopening, Fox said that he plans to stay open in Dowagiac for years to come and that he and his store will continue to grow and change with the community.

“I’ve enjoyed [my time in Dowagiac]. Our customers here are very, very loyal,” he said. “I plan to stay here for a long time. We work every day to make the store better for our customers.”

For more information, visit searshometownstores.com or call the Dowagiac store at (269) 782-1953.