Blackstar, one of the leading online film shops in the UK, has changed its name overnight to SendIt as part of a rebranding effort.
The company which sells DVDs, videos, games and accessories from a base in Northern Ireland, was launched in 1998 on the domain name blackstar.co.uk. However, the company was concerned that too many customers were clicking through to the dot com, a site that has been held by a US agency for photojournalists since before the etailer set up store online.
Even if the company and the site functions exactly in the same way, changing a brand name that customers have become familiar with over the course of more than a half decade is not something you do lightly.
SendIt managing director Ian Loughran justified the decision as a necessary step in the evolution of the brand. Speaking to the Belfast Telegraph, he said, "It is time to move on to the next level and give the brand room to grow."