According to a number of promotional leaks and Radio Shack itself, struggling retailer Radio Shack is looking to rebrand itself “The Shack.” The new title will appear on displays and signs for the company–a change set to completely take hold by year’s end.
Somewhat frustratingly, it’s not precisely clear whether Radio Shack will formally change its name to “The Shack,” including signage that appears on stores and in advertisements. Radio Shack’s corporate headquarters replied to a Gearlog inquiry by sending us a press release, but did not respond to followup requests for comment.
An employee at a local Radio Shack store, however, told Gearlog that “The Shack” would be used strictly as a branding nickname, while the familiar “Radio Shack” would continue to appear. “We’re not changing our name,” she said.
That appears to be in sync with a statement issued as part of the press release.
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