Today, we’re thrilled to announce that we have rebranded from “etailz” to “Kaspien.” Our parent company, Trans World Entertainment, has also rebranded to Kaspien Holdings, consolidating the two brands into Kaspien.
Even more important than streamlining the corporate structure, this rebrand also reflects the next era of our journey. Our company has been evolving ever since our founding in 2008. We grew from a niche third-party seller of eco-friendly products into a top FBA retailer, created proprietary software for our internal teams that are now SaaS products, and launched an agency division to manage brands’ marketplace channels. We were creating fantastic tools but realized that we were limiting their potential and efficacy by only leveraging them for internal needs.
When Kunal Chopra joined the company as our new CEO in September 2019, he brought a new vision, one that harnessed all the different components we had built, expanded them, and brought them together in a unified, cohesive system.
Guided by a strong executive team, we underwent a metamorphosis, evolving from a top Amazon third-party retailer to a robust platform of ecommerce services and software. Through the platform model, we now provide leading services, software, and strategy for all aspects of an online business, regardless of what, where, or how a brand chooses to sell.
Why is etailz Rebranding?
In short, we outgrew our old name.
“Kaspien is in a different place in the market than we were 1 year ago, much less 10 years ago,” said CEO Kunal Chopra. “Today, there are thousands of third-party sellers, agencies, and software providers offering brand services for online marketplaces. It’s a fragmented market. As etailz, we were one of those fragments. As Kaspien, we are defragmenting the market, pulling together all the services, tools, data, and integrations brands need to succeed on ecommerce under one roof. We’re a one–stop shop.”
“By defragmenting the market, we enable brands to grow and evolve without having to change systems. Through Kaspien, brands can continue building upon the same strong foundation of insights, results, products, services, and committed relationships no matter how their ecommerce needs change,” Chopra said.
etailz’s name was synonymous with third-party retail, and after 12 years of experience, we’ve become exceptionally effective at it. Our success was built upon our software and strategies, and these tools have now become the core of our platform as we know it today. While we’re still a third-party retailer, it’s only one of many parts. As Kaspien, everything we’ve developed to drive our past success is now available in flexible models to suit your business’s needs.
Listen to our CEO, VP of HR, and Creative Director discuss our rebrand to Kaspien on our podcast.
What does Kaspien Mean?
The name “Kaspien” was inspired by the Caspian Sea, the largest inland sea in the world. Like many waterways, it’s a hub of commerce. There is also debate whether it’s a lake or a sea; it’s more than it appears to be, and so are we.
Unlike a traditional retailer, we operate in three sectors – as a retailer, agency, and a software provider – and we wanted a name that can grow with us in the future. Kaspien does this.
The logo utilizes an abstract ‘K’ as a graphic element. The negative space subtly incorporates a forward pointing arrow, representing forward thinking, innovation, and leadership – traits that etailz was founded upon and Kaspien will continue to embody. The hexagon behind the ‘K’ is inspired by patterns prevalent in nature due to the hexagon’s efficiency, from bees’ honeycombs to the Giant’s Causeway. Our value proposition is rooted in maximizing efficiency, and Kaspien’s logo is an homage to this.
The Future of Kaspien
We’re as committed as ever to being “partner obsessed” and providing the best possible service for our partners. That mission and promise will never change.
We’ll continue expanding our services and software through internal development, integrations, and partnerships, unlocking greater efficiencies and performance. It’s an exciting time at Kaspien, and our partners will reap the benefits.
We’re thankful for all that we have learned over the last 12 years and to the etailz name for getting us here. Now, we’re excited for our bright future – together – as Kaspien.
Read our update, Celebrating One Year Since We Became Kaspien.
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