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City Software rebrands to eStore

City Software rebrands to eStore

After nearly 20 years, the Melbourne-based online retailer and reseller has changed its name

Melbourne-based reseller and online retailer, City Software, has changed its name to eStore.

The company has used the name City Software for almost 20 years but decided it no longer reflected the nature of the business. In 2001, it acquired a UK-based company and began trading in hardware goods.

Hardware sales now constitute 60 per cent of eStore’s sales revenue.

The eStore brand ( was purchased in 2003 and was formerly a Sydney-based online retailer.

City Software brand will be reserved exclusively for government and corporate customers as eStore is keeping its CSWIT integration division.

“It seemed logical to us as it represents our focus of being online,” eStore founder and director, Lorenzo Coppa, said. “… IT products have moved from being specialist market group products to more of a commodity product.

“Everybody has IT products in their homes and we’re trying to move with the whole trend so there will be many more people we will be reaching [with the new name].”

The City Software brand is too specialised for the public and Coppa wants to attract a new group of customers that will have no attachments to the old City Software name.

While Coppa has some concern about losing brand loyalty, he was confident about managing the transition.

Visitors to the old URL will be redirected to the new site with an explanation of the changes.

The new website has improved functionalities to customers including enhanced product search capabilities as well as detailed product information.

Check out ARN’s reseller profile with eStore’s Lorenzo Coppa in this week’s edition of ARN Magazine.

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Tags retailcity softwaree-tailonline tradingeStore

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