The Yoobee chain of Apple Computer retail stores have been rebranded as OOBE.

The chain has been a popular outlet for Apple computers and accessories in New Zealand with high visibility stores in the CBDs of Auckland, Hamilton, Wellington, Christchurch and Fiji.

“For the past two-and-a-half years, Yoobee Retail has shared its name with the AGC Yoobee School of Design,” said Daven Naidu, CEO of Yoobee.

“While this has been great, this shared identity of Yoobee across two different establishments in two different industries, it has caused confusion in the market place.”

The chain will continue to operate as usual.

“As has always been the case, OOBE will provide specialist retailing, servicing, as well as providing a very large percentage of warranty and non-warranty service for all Apple products and accessories,” said Naidu.

The new identity conveys the company’s vision “in a more creative and coherent way”, according to Naidu.