Radio Shack to rebrand as 'The Shack'; does it matter?

Radio Shack to rebrand as 'The Shack'; does it matter?

Summary: There are rumblings 'round the Internet that It's official: Radio Shack, everyone's favorite brick-and-mortar place to find a rare connector, is in the midst of rebranding itself as "The Shack."There have also been firsthand reports stating that signage will change to "The Shack" sometime later this year.

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There are rumblings 'round the Internet that It's official: Radio Shack, everyone's favorite brick-and-mortar place to find a rare connector, is in the midst of rebranding itself as "The Shack."

There have also been firsthand reports stating that signage will change to "The Shack" sometime later this year.

It's unclear whether the move is a complete rebranding or a promotional move, but I'm placing my bet on a promotional move. The move recalls Circuit City's push to rebrand some of its stores (signage, too) as "The City." Clearly, that didn't make up for a poor consumer experience and poor management on the business end.

I also don't think the company would risk dropping its iconic R-in-a-circle logo, either.

As you can see in the above graphic, the company will christen the new name with launch events in San Francisco and New York -- the Valley and the Alley, basically -- this week. (Launch site here.)

Promo materials say "Our friends call us The Shack," but that's a bit of a stretch.

In fact, I haven't found myself needing to go into a Radio Shack in many years, except for one brief trip to buy an overseas power converter/adapter. The problem to me: there's nothing in a Radio Shack I can't get elsewhere, except for the aforementioned cables and connectors.

Do you shop at Radio Shack?

Topics: Hardware, Browser, Mobility, Networking, Telcos

Andrew Nusca

About Andrew Nusca

Andrew Nusca is a former writer-editor for ZDNet and contributor to CNET. During his tenure, he was the editor of SmartPlanet, ZDNet's sister site about innovation.

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11 comments
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  • I do shop at Radio Shack

    I shop for weird little things.
    And, I hate WorstBuy.
    davebarnes
  • How about new advertising, products, and actually material improvments?

    Leave the name alone, that is not what holds them back.
    T1Oracle
  • RE: Rumblings: Radio Shack to rebrand as 'The Shack'; does it matter?

    no
    ThePrairiePrankster
  • I love Radio Shack!

    Where else can you walk in and buy a diode?

    "In fact, I haven?t found myself needing to go into a Radio Shack in many years, except for one brief trip to buy an overseas power converter/adapter."

    That's the great thing about RS. You don't need it until you really need it. Then you thank god they have found out how to continue to survive.
    pmcgrath@...
    • True, however...

      ...one would ask why they bother to try to sell typical consumer electronics, such as mobile phones.
      andrew.nusca
    • Why walk when you can surf

      I'd rather buy 100 diodes at DigiKey, Mouser, or even All Electronics than ONE at Radio Shack. The price per unit will very likely be much better. But then I'll probably use 100 diodes.

      Also, how can I trust an outfit that stuffs electrostatic sensitive parts such as CMOS ICs into Styrofoam! What other potentially damaging practices go on behind The Shack?

      When I was a kid and still infatuated with the sparkle and charm of my neighborhood electronics mecca, I bought a multi-band radio from them. After about a year the dial started to slip, so I took the thing apart. I was appalled to see the solder sides thickly coated with flux and a generally shoddy assembly (e.g. components inserted askew and bent willy-nilly as if hastily crammed into the circuit board). Granted, that was a long time ago (late sixties), but I have eschewed Radio Shack ever since [except for absolute emergencies].
      steve42lawson
  • RE: Rumblings: Radio Shack to rebrand as 'The Shack'; does it matter?

    When Radio Shack was true to it's name; (As in the
    radio shack of navel ships where all communications
    use to take place) me and many other engineers
    depended on on the store for home engineering
    projects. But, as engineering hobbies died out Radio
    Shack was forced to focus more on commercial sales.

    The store can make more profit from one cell phone
    with a contract plan verses a dozen customers buying
    hobby engineering parts.

    I don't see how Radio Shack can possible compete with
    larger stores that have a larger selection of commercial products and usually at a cheaper price.

    Re-branding i think is a last ditch effort of the
    company to save itself.
    RDEngineer
  • RE: Rumblings: Radio Shack to rebrand as 'The Shack'; does it matter?

    Not going to matter, they are stuck in shoving a cell phone in your hand as soon as you walk in the door and and are going to start pulling contracts on about to expire phone contracts so they can start calling you at home and begging you to switch/renew etc... stay far far away from me the shack a turd by any other name will still be a turd
    JLugNutZ
  • "The shack goes the way of the hut."

    Let?s take bets on when Burger King becomes The King,
    Wal-Mart becomes The Mart and Safeway and Subway are
    deadlocked in a legal battle for The Way. I know times are
    tight, but contrary to popular belief, cutting your name in
    half won?t save you any money.

    here's the link:
    http://onthebutton.wordpress.com/2009/08/03/the-
    shack/

    cheers!
    roonster
  • RE: Radio Shack to rebrand as 'The Shack'

    Stupid move. Name recognition is too important to loose.
    jan80trs9
  • Try "Radio Jack"

    I only shop at "The Shack" when I absolutely HAVE to--which means almost never. I can usually find it a lot cheaper elsewhere. They are good for those emergency situations where I can't wait for mail order (e.g. when next day or two is too late).

    And, BTW, I've NEVER called it "The Shack". "Radio Lack" or "Radio Jack" (as in "they jacked me") are more like it.
    steve42lawson