Whangarei's former Furniture City outlet opened its doors on Monday rebranded as Smiths City.
The 1980sq m store, at 27 Porowini Ave, is the first of three North Island Furniture City stores to be rebranded after Smiths City bought the trio early in 2016.
Wairau Park (North Shore) and Mt Wellington will follow suit later this year.
Roy Campbell, chief executive of Smiths City Group, said Whangarei was an important market for the national retailer as it continued to grow its presence in the North Island.
"The acquisition of Furniture City, and the opening of new stores in Taupo and Hastings, have extended our reach into markets that offer long-term growth prospects.
"While online shopping has intensified competition, it does not spell the end of bricks and mortar stores.