Comet, the electrical chain that went into liquidation in 2012, is relaunching as an online electrical marketplace. Entrepreneur Cas Paton, 42, has acquired the brand and is reviving it with its iconic black and orange branding.
A brand revived with nostalgia
Paton, from Manchester, said he remembers visiting the Trafford Park store with his late father Nigel as a young boy and being captivated by the technology on show. He aims to recreate that feeling in an online format, stocking more than one million products from 2,500 sellers, including TVs, washing machines, mobiles, computers, and gadgets.
"I remember being a very young boy and going into Comet and just being so excited by the potential of all this new technology. Whether it was the TVs or the electronics, these were things you aspired to own. It's that excitement of going into the store that I don't think has ever really been recreated," he said.
Online-only with high street ambitions
The revived Comet will operate exclusively online, but Paton is exploring click-and-collect partnerships that could bring the name back to the high street. He has restored the original black and orange branding, dismissing a later rebrand as weakening the connection with customers.
"It was non-negotiable that we went live with the brand everyone actually remembered. Comet is a brand that has such a positive impression on so many people," he said. Unlike some rivals, Comet will not stock its own inventory, positioning itself as a friend to other retailers.
Investment and growth plans
Paton has invested £10 million in the launch and believes Comet could grow into a business valued at between £250 million and £500 million. His entrepreneurial history includes founding online marketplace OnBuy, which he started with £79.99 while at university.
He said: "I basically went from being a relatively high-performing income person to completely broke to get OnBuy off the ground. It was like going all-in on a poker game." OnBuy's monthly sales grew from £100,000 to £1 million to £10 million over successive 18-month periods, and the business is now valued at £250 million.
Paton believes the timing is right for Comet's return, noting that while the market is tough and money is tight, people still need essentials. "If we can help people save money by bringing better choice from a reputable, long-standing brand that has nostalgia and trust, I think it's a great win," he said.
