Radio Shack Rebranding

Radio Shack today teased a major rebranding of the company that signals a greater push into the same space as general electronic chains like Best Buy. Also supported by a leak stemming from Engadget, the store name should just be shortened to "The Shack" and will see the entire store network reflect this in displays this week and for signs by the end of the year. Under this change, only the corporate infrastructure would still retain the old naming scheme.

A special webcast promo is due to begin on August 6th to formally launch the new brand.

The change would reflect a more concerted move away from Radio Shack's origins and towards its broader view of technology. Most stores now focus heavily on home electronics, including computers, and have lately been focusing heavily on mobile sales, including the availability of 3G-capable netbooks and more advanced smartphone-class devices like the Palm Pre. The retailer at present currently has a limited selection but has said it will T-Mobile phones in the near future. Until the arrival of the Pre, Radio Shack has often had to omit "halo" devices for given carriers like the BlackBerry Bold or the iPhone.

By Electronista Staff