Retail chain hopes to create a more relaxed atmosphere

Comet unveils rebranding plans

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.

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