Online marketplace OnBuy has acquired a British electronics brand in a bid to “disrupt the UK consumer electronics market”.
OnBuy has acquired Comet from Misco Technologies and will relaunch the brand in the fourth quarter of 2025.
It plans to “shake up” the UK consumer electronics sector as part of its long term growth strategy and plans to put £10m into the Comet brand over time.
Comet, once a powerhouse in electronics, will now be fully integrated into OnBuy’s marketplace network and make use of its tech infrastructure.
OnBuy said the move will position itself as a “serious challenger” to retailers such as Amazon and Currys.
The news arrives after the marketplace reported a 50% year on year sales increase between January 20 and April 28, and saw a “record-breaking year” with £150m in UK sales in 2024.
OnBuy chief executive and founder Cas Paton said: “Comet is a brand long associated with offering the very best deals in home appliances and consumer electronics. Its heritage is one that we want to protect and enhance using our innovative technology and business model.
“OnBuy’s marketplace already connects millions of customers with top brands and retailers, and we’re uniquely positioned to rebuild Comet into a powerhouse for consumer electronics, just as it once was—but with a modern, digital-first approach that will deliver incredible value and a seamless shopping experience to customers.
“We’re not just reviving a name; we’re reimagining what trusted electronics retail looks like in a digital-first economy.”
Misco Technologies managing director Adam Muir added: “Following 6 years of exponential growth in our core business, we’ve taken the decision to sell the Comet brand. We’re delighted to be leaving this household name in the hands of one of Britain’s leading technology businesses.
“OnBuy has highly ambitious plans to redefine Comet’s reputation as an ecommerce juggernaut, and we look forward to seeing this legacy brand taken to new heights.”
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