RadioShack rebranding itself "The Shack"

RadioShack announced on Monday that it will rebrand itself as The Shack, although the company name won't change.

Dropping "radio" could make sense, said Mara Devitt, a partner at McMillan/Doolittle, a Chicago retail consulting firm, noting that “radio” may have “last-century” connotations.

"It's an effort to bring themselves into the 21st century," Devitt said. "People definitely call it 'the shack.' Lee Applbaum, chief marketing officer for the Fort Worth consumer electronics retailer, called the move a way of "contemporizing" perceptions of the brand.

"Our customers, associates and even the investor community have long referred to RadioShack as "The Shack," so we decided to embrace that fact and share it with the world," Applbaum said in a statement. "The Shack speaks to consumers in a fresh, new voice and distinctive creative look that reinforces RadioShack’s authority in innovative products, leading brands and knowledgeable, helpful associates."

RadioShack didn’t provide details of what it called "a new brand creative platform."

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