CBA unveiled a new name and a new look for its showcase annual summer trade show. No longer to be known as the CBA International Convention, the event is to become the International Christian Retail Show (ICRS) when it is staged in Denver, July 10-14.

The name change was introduced at the opening celebration by CBA Director of Communication and Marketing Leon Wirth, who said it was part of the "convention reinvention" being undertaken by the trade association. "This is a show that you will see is extremely focused on the needs of Christian retailers," he said.

The theme for the first ICRS is to be "change in store." The renamed show also features a new logo that incorporates the shape of a cross in the image of a multicolored shopping bag. Wirth said that the new name came at the right time for "a whole new experience."

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