17 Jan '13, 3pm

Your Not Going To Believe This One: To Change Its Name to

On Jan. 31 Buy.com is changing its name to Rakuten.com No its not April’s fools day. In May 2010 a Japanese company Rakuten bought Buy.com for $250 million. Now that company is going to rebrand Buy.com as Rakuten.com Shopping. If you go to Buy.com today you will see the name “Rakuten” right above Buy.com The Buy.com URL will remain, but consumers who go to the site will be redirected to Rakuten.com starting Jan. 31. The company’s vast holdings have since expanded to include e-commerce subsidiaries in Austria, Brazil, Canada, France, Germany, Indonesia, Malaysia, Taiwan, Spain, Thailand, United Kingdom and the U.S. Several of those carry the Rakuten.com name, including those in Brazil, Austria and Germany and more are likely to be rebranded. Although Rakuten is not a household name in the United States, the company is a significant player in the online global marketplace. I...

Full article: http://www.thedomains.com/2013/01/17/your-not-going-to-be...

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