New Century Financial Corp., Irvine, Calif., has announced the launch of Home123 as the new brand identity of its retail division.New Century Mortgage, which will continue to be the name of the company's wholesale division, last year acquired the rights to the name Home123 and related brand assets, including a loan origination center in Morris Plains, N.J., the Home123.com Web address, and the 1-800-HOME123 phone number, New Century said. The Home123 brand rollout began this month with online and direct mail advertising and television ads featuring Bob Vila that aired in nine U.S. markets. The company said its 74 retail branch offices will make the transition to the new brand beginning in the second quarter. The company can be found online at http://www.ncen.com and http://www.home123.com.

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