USA Discounters has undergone a makeover.
The Virginia-based retailer was the focus of a ProPublica investigation in July into its lending practices to service members. The company still sells high-priced furniture, electronics and appliances outside military bases across the country, but it has adopted a new name for its stores, USA Living, and says it has made reforms to its collections processes.
As before, USA Living advertises that active military customers, regardless of their financial histories, are “always approved” for credit. But it has traded in the USA Discounters’ tagline, “Your incredible credit store,” for a new USA Living tagline, “Credit for the life you want.”
Hannah Arnold, a company spokeswoman, said the name change was made to avoid confusion. “[T]he company is not a discount store,” she wrote in an email.
Despite the name change, USA Living continues to make loans much the same way it did as USA Discounters.