Radio Shack Ditches 'Radio' to Become ... 'The Shack'

From all accounts, Radio Shack is set to rebrand itself “The Shack,” Joshua Topolsky writes for Engadget. “It makes perfect sense—radios aren’t exactly considered cutting edge these days,” Topolsky writes, and “the store is about to launch a full assault on the mobile space.” A store website says “our friends call us the Shack” and touts a “summer Netogether” with “14-foot-tall laptops.”

The “Netogether” will connect the “two great cities” of New York and San Francisco with “one massive event” of live web streaming. While Topolosky agrees with the push to make over the staid institution for the 21st century, “we’re not sure ‘The Shack’ is the right direction,” he writes. “Unless they wanted us to immediately picture a remote location where very, very bad things happen.” (More RadioShack stories.)