Comet has relaunched 14 years after it disappeared from high streets, returning as an online electrical marketplace rather than a physical store chain.
Entrepreneur Cas Paton, 42, bought the iconic brand, which went into liquidation in 2012, and is bringing it back with more than one million products from 2,500 sellers, ranging from TVs and washing machines to mobiles, computers and the latest gadgets.
A High Street Favourite Returns Online
Founded in 1933, Comet became one of Britain's best-known electrical retailers before its collapse. The new Comet will be online-only, but Paton is exploring click-and-collect partnerships that could put the Comet name back on the high street.
"I want Comet to be able to connect to stores again," he said. "We're exploring a few options that might put Comet's name back on a few buildings."
Bringing Back Nostalgia and Trust
Paton, CEO of the relaunched store, remembers visiting its Trafford Park store in Manchester as a boy with his late dad Nigel, being blown away by the technology on display.
"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," the dad-of-four said.
Paton has brought back the brand's famous black and orange branding, rejecting a later rebrand he believes lost some of the connection with customers. "It was non-negotiable," he said. "The era it comes from, where you would walk through the doors and see all the technology you may not have seen before or couldn't afford, that feeling has gone today."
A Specialist Marketplace for Retailers
Unlike some competitors, Comet will not sell its own stock. "Every sale that's made on Comet is a sale for another retailer. We're a friend of the retailers. We're here to attract customers, build trust and give customers choice," Paton said.
Paton has invested £10 million in the launch and believes Comet could eventually become a business worth between £250 million and £500 million. He said the timing is right for its return: "The market is really tough. Money is really tight. But people still need a kettle. They still need a toaster. They still want a TV. 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."
