Computer retailer Time Group is dropping the name of its retail chain. The Computer World name, used for almost two years, will disappear.
The shops are being re-branded The Computer Shop this week, just as the high street heads into its crucial Christmas selling period.
The name change follows an out-of-court settlement over a dispute with electricals giant Dixons Group. A Time spokesman refused to comment on the spat, but said: 'There were talks between ourselves and Dixons, but this is something we were looking at prior to that.'
The last time the retailer changed its name was in January 2002, when the Computer World brand was launched, following the acquisition of Tiny Computers by Time Group.
The spokesman said use of the word 'shop' was 'more friendly' and would differentiate the 150 stores from other chains offering a 'very impersonal service'. The new logo has already been introduced to the retailer's Web site at thecomputerworld.co.uk.
The out-of-court dispute is understood to have revolved around the use of the name The Computer World, which Dixons Group considered to be too close to its own trademarks for PC World.
Dixons Group also refused to comment on the row, but a spokesman said: 'We can confirm that we have reached an out-of-court settlement with Time Group, the details of which remain confidential. However, we are pleased with the outcome.'
The Time Group spokesman said the renaming would coincide with marketing to position The Computer Shop as a more approachable, local, high street store.
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