One brand

AngelFire sold its budget line under a second brand that looked, to a customer, like a completely separate business, with its own website, phone number, customer service contact, Google business listing and social accounts. AngelFire was the stronger, longer-established name, and already an authority on remanufactured ammunition, so the second brand was competing with AngelFire for the same searches and visitors.

I wound the second business down in stages. It stopped operating on its own, and its remaining stock moved onto the AngelFire website as a second brand so it could sell through. Once it had, the second brand was removed entirely, and its old web address now leads to AngelFire.

One established brand now carries the whole remanufactured range, under one name. There is one business to run instead of two: one website, one phone number, one customer service contact and one set of listings, at a significantly lower cost than two storefronts and everything behind them. Customers find one name, one store and one place to get help.