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Radio Shack Ditches 'Radio' to Become ... 'The Shack'

By Harry Kimball,  Newser Staff

Posted Aug 3, 2009 3:48 PM CDT

(Newser) – From all accounts, Radio Shack is set to rebrand itself “The Shack,” Joshua Topolsky writes for Engadget. “It makes perfect sense—radios aren’t exactly considered cutting edge these days,” Topolsky writes, and “the store is about to launch a full assault on the mobile space.” A store website says “our friends call us the Shack” and touts a “summer Netogether” with “14-foot-tall laptops.”

The “Netogether” will connect the “two great cities” of New York and San Francisco with “one massive event” of live web streaming. While Topolosky agrees with the push to make over the staid institution for the 21st century, “we’re not sure ‘The Shack’ is the right direction,” he writes. “Unless they wanted us to immediately picture a remote location where very, very bad things happen.”

A Radio Shack store in Marshfield, Mass.
A Radio Shack store in Marshfield, Mass.   (AP Photo)
The RadioShack Corp. headquarters in Fort Worth, Texas.
The RadioShack Corp. headquarters in Fort Worth, Texas.   (AP Photo)
The RadioShack logo.
The RadioShack logo.   (AP Photo)
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COMMENTS
Showing 3 of 7 comments
diltsduo
Aug 4, 2009 12:54 PM CDT
I agree. "The Shack" sounds like a hip teen hangout... who cares if they don't sell radios anymore? it's called a brand name that people know and trust. what 50 year old is gonna want to get his gadgets from 'the shack' ?
kokuaguy
Aug 4, 2009 12:31 PM CDT
It's already in the top page of Google results and it hasn't even happened yet.
2-bits
Aug 4, 2009 5:46 AM CDT
Worst rebranding ever. How do they stay in business anyway? They never seem particularly busy.

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