Engagement
Metis Partners was instructed by Deloitte to support the marketing and sale of the IP assets of Comet Group.
Company
Comet was a leading British electronics retailer which operated from more than 200 outlets as well as via its branded e-commerce website, supplying quality branded and own brand electronics and white goods. The company also operated the well-known Kitchenscience and Laskys e-commerce sites and its own IT support and warranty range services such as Comet On Call and Comet Owner Plan. In 2011, Comet achieved $1.3bn in turnover from both online and in-store sales.
IP Assets Sold
- Goodwill rights in the iconic Comet corporate brand and reputation
- Goodwill rights in associated product and service brands
- An extensive portfolio of trade marks
- Portfolio of domains and e-commerce website content
Highlight of this IP Sale
This heritage retail brand dated back to 1930s and the IP it had created had underpinned a $billion business, but the brand and reputation had been tarnished by a highly public failure of its business model. Our marketing strategy focused on the brand extension opportunities and the potential for goodwill in the Comet name to facilitate a relaunch. We completed a successful IP sale 2 years after Comet left the High Street. It was reported in August 2020 that new owner, UK Computer Group, was to relaunch Comet online nearly a decade after entering administration, demonstrating the resilience of high-profile consumer brands.
