The repurposing of dead companies
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Several box box brands are trying to make a comeback, it seems. They may not be brick & mortar, but looks like they will be online brands only. That isn’t such a bad thing, given their brick & mortar model failed. It looks like stronger online brands or private equity organizations are trying to pick up the peices and take advantage of names such as Linens and Things, and Circuit City. To me this makes sense. Even though Circuit City, for instance, went out of business recently, their trademark and domain name were just acquired by Systemax, Inc. a direct seller of PCs and other equipment. I did a quick search on compete.com for any of the latest circuitcity.com traffic, and found that Circuit City received over 800,000 unique visitors last month. Not too shabby for a company that is no longer in business. If Systemax, Inc. can capitalize on this, they may be able to build a seven or eight figure business out of the defunct brand. An article on CNN Money has a little more on this subject… Take a look here: http://tinyurl.com/cy3tex
As an FYI, Systemax has also acquired the domain and trademarks for CompUSA, and is reopening stores and reinvigorating the brand as we speak.