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Renovated store also expands its brand selection
New name, same discount prices at Gabe’s



 A family friendly fashion retailer that began right here in Morgantown recently received a facelift and a name change to match the new look.
 But the truth is, according to General Manager Ron Kovalcin, Gabe’s is the name his store has always been recognized by.
 That’s right. Gabe’s in Morgantown, once officially known as Gabriel Brothers Inc., is now sporting the name that everybody has always said in passing.
 “Customers have called us Gabe’s for years,” Kovalcin said. “So this is a natural progression of us moving forward with our customers.”
 Today, Gabriel Brothers Inc. operates 38 stores throughout Kentucky, Maryland, Ohio, Pennsylvania, Virginia and West Virginia. Morgantown is the home of its U.S. headquarters.
 That’s part of the reason Kovalcin said the Morgantown store was renovated this year. It was reopened to the public on April 15.
 According to Kovalcin, the renovations included a fresh new color scheme, improved fitting rooms and restrooms, and an easy-to-shop layout.
 The discount retailer expanded its selection as well. The Morgantown store carries all types of apparel for men and children, home decor, bath and beauty products and much more.
 And Kovalcin said all of it is still offered to customers at up to 70 percent off of department store prices.
 “We definitely have a larger selection of great styles with the same low prices,” he said. “Gabe’s is the cool place to shop.”
 In 2014, Kovalcin said, Gabe’s goal is simple. The retailer hopes to carry on rebranding to match consumer needs, continue to show off its great selection and styles, and maintain its status as a go-to destination for shoppers.
 So far, customers have responded well to the changes, Kovalcin said.
 Long-time Morgantown resident Marcia Lazenby confirmed that sentiment.
 “At the new Gabe’s, I love the uncluttered front entrance, the shopping cart area, and so far I think that the facility itself is cleaner,” she said. “And I’m happy with the brands.”
 Lazenby said she enjoyed the improvements Wednesday as she piled one set of pants after another onto her shopping cart.
 “One thing I like about Gabe’s compared to other stores is, other stores have one brand, one gender. There’s no variety,” she said. “Here, you can try on a lot of variety. I like my Gabe’s.”