Comet has unveiled a rebranding plan, including a new logo, tagline and in-store appearance.
The chain will unveil the new branding via a TV advertisement during next Wednesday’s Champions League match on ITV, Retail Week reports.
The new light-hearted ‘Come and play’ slogan will be complemented by more casual uniforms for staff, who have been told to ditch their ties in order to create a more relaxed environment. Meanwhile, products will be arranged according to their use, rather than by broad categories.
The store’s black and gold logo will be replaced by an orange and white one, supposedly to ‘soften’ the store’s appearance and differentiate it from competitors.
“There’s nobody in that space, especially when the competition is going for bigger and bigger sheds. Electricals are a big scary purchase for some people. More than anyone, we are very well placed to do friendly and fun,” Comet’s commercial director Bob Darke told Retail Week.
The new look will be installed in around 100 of Comet’s 250 stores by Christmas.
The news comes just days after DSGi, which owns Comet’s competitors PC World and Currys, got formal approval to change its name to Dixons Retail.
Advertisement
Related Stories
- Daily deals websites get the Apprentice treatment May 23rd 2012 at 9:58PM
- iPad boosts April online sales to strongest in 18 months May 22nd 2012 at 10:53AM
- Dixons reports growth in UK sales in latest statement May 10th 2012 at 9:14PM
- TP-Link partners with Asda May 9th 2012 at 2:46PM
- Are you selling the Connected Home? May 2nd 2012 at 12:53PM
- Clare Rayner: Climb the 10 Steps to Retail Success May 2nd 2012 at 11:43AM
- Tesco sees UK profits fall Apr 18th 2012 at 10:51AM
- Serif agrees Asda deal Apr 17th 2012 at 2:27PM
- NCsoft gives headstart to gamers who pre-purchase Guild Wars 2 Apr 12th 2012 at 9:34AM
