The fall of Borders bookstores occurred last year when the chain closed its stores and liquidated its assets. Yet, the Borders brand strives on — sort of.
The Borders e-book franchise survived, having been bought by Pearson Group Australia, which ran the site still branded as Borders online at Borders.com.au. Now, that’s going away too, reports Andrew Colley at The Australian.
Pearson Group has decided to rebrand Borders online as Bookworld, effectively killing off the Borders brand for good.
The other pieces of Borders that were sold off were rebranded a long time ago — such as the Borders online bookstore (which redirects to Barnes & Noble’s website) and the Borders e-reader (gobbled up by Kobo).
Here’s what Bookworld chief James Webber told The Australian:
“We just believe the Borders brand has had its day. There are no stores left and globally it’s been in demise so we believe there’s an opportunity to revitalize (the franchise) and move it forward.”
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