RE: Boop Beauty Moved17 Apr 2026 06:55
The name change was driven by the fact that many suppliers do not want their brands associated with the word discount.
What did eBay tell you about its brand when it started? When it was launched in 1995, its name was Auctionweb. Then they wanted to change to Echobay, because that is what the parent company was called, but that domain was taken, so they shortened it to eBay. Does anyone care what it is called today? No.
The costs to rebrand are not very much.
The brand is about quality service, speed of delivery and pricing. Through the various marketplaces, the brand has the ability to build its name and customer base by delivering on those three things. Do that, and in the end, the name won't matter.
I would like to see more details as to why the director changes were made, and who is filling these roles. But one must be careful to distinguish between executive directors and the management of the business. A COO doesn't have to be a member of the BOD, and so doesn't need to be named. But it would be nice to know.
This is not an error-free business, but no business is. Martin is correct when he says building a new online retail business as a small public company is not easy because every decision is open to criticism. But at the same time, communication and PR are important parts of the journey also, and the company could and should communicate with its shareholders better.
I don't kid myself that success here is guaranteed and that no risks exist. There is still plenty of risk, but at a £5m MC, the market has already priced a great deal of failure. So even limited successes can deliver a substantial return at these levels without worrying about the long-term big retail picture.
They are only 2.5 years into their journey and just 6 months beyond the introduction of THG fulfilment. With the new combined website, they are finally ready to begin exploiting that leverage.
It will still take time, and investors may well choose to wait and see what Q2 or indeed Q3 brings, but I am clear that this business has never been in a better place, and it comes at a time when the share price is at its lowest. Experience tells me that is when the most opportunity exists.
Sign In
Follow the stocks
