Aeropostale, Lululemon and Shutterfly Make the “10 Brands That Will Disappear” List

RadioShack (2011)

They're not gonna take it... RadioShack's out-with-the-80s-themed Super Bowl commercial of 2014.

THE REASON: There had been rumors that the company may be taken private via a leveraged buyout or purchased by Best Buy, for its locations. 24/7 Wall St. wrote that Best Buy would certainly not keep the RadioShack brand because it is considered downscale and does not have the reputation for quality products and service that Best Buy enjoys. Earlier this decade, RadioShack was referring to itself and rebrand itself as “The Shack,” which the publication said was an indication that it knows the older brand is a burden.

TODAY: RadioShack is rebranding… again… In January, RadioShack announced its new brand positioning, “It Can Be Done, When We Do It Together” which it said speaks to the brand’s ability to collaborate with consumers to help them discover what is possible through technology. Apparently, despite a totally gnarly retro-themed Super Bowl ad, consumers did not get the message: Total net sales and operating revenues were $736.7 million for the quarter ending May 3, compared to $848.4 million last year. And its operating loss for the first quarter was $81.0 million compared to operating loss of $10.3 million last year. What’s more, RadioShack’s plan to close 1,100 stores, announced in March, was rejected by its creditors. The death of RadioShack may be near.

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