Radio Shack Changes Name, Panders to Hobos

Aug 3 2009, 12:25pm CDT | by Robert Evans

When I think of shacks, I think of tiny aluminum-and-particle-board shelters assembled by people of questionable competence in order to house meth labs or illicit distilling operations. Maybe it's just my southern upbringing talking, but the first image that 'shack' brings to mind isn't of a high-end electronics store. As electronista reports, Radio Shack thinks most people will feel differently.

They're rebranding all of their retail outlets this week as 'The Shack'. All Shacks will be making changes to their displays this week to notify customers of the change. Radio Shack corporate expects all store signs to be updated before the year's end.

Basically, Radio Shack wants to do something big to notify customers of the changes they've made to their business model. Radio Shack has increasingly moved over to home electronics and computer sales in the last few years. Since the release of the Palm Pre, they've also been working to carry a wider selection of smartphones. Unfortunately, they still have a reputation for selling primarily cheap mobile phones, audio equipment, and weird electronic kid's toys.

Normally when a company changes their name like this, it's in some ridiculous bid to gain publicity or stay 'hip'. (See; Pizza Hut changing to The Hut) Radio Shack's name change, however, seems much more organic. Their name no longer reflects the focus of their business, and it makes perfect sense for them to alter it. I'm still not sure if I believe 'The Shack' is the best idea for a replacement though.

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Robert Evans
The excitement about new smartphones, tablets and anything mobile drive Robert to unearth the latest rumors and developments in this fast moving space. He adopted 4G as soon as it become available and knows where the mobile market is going.
Robert can be contacted directly at robert@i4u.com.