13 Retail Chains That Tried to Rebrand and Failed
Here's a look at 13 retail chains whose rebranding efforts misfired, sometimes with disastrous consequences.
- Daisy Montero
- 3 min read
Rebranding can breathe new life into a business if it’s done right. However, when retail giants misjudge their audience or stray too far from their identity, the results can be disastrous. From logo blunders to failed store formats, these 13 case studies show just how quickly a well‑known brand can lose its footing. Learn where each retailer stumbled — and what lessons remain.
1. When “Fair and Square” Didn’t Add Up
TechCrunch on Wikimedia Commons
CEO Ron Johnson scrapped sales for everyday low pricing in 2011, hoping to simplify JCPenney’s image. Instead, longtime shoppers felt alienated, and sales plunged. Within months, the brand reversed course — too late to save its reputation.
2. Six Days to Regret
Tkgd2007 on Wikimedia Commons
Gap unveiled a sleek new logo in 2010 that looked nothing like its signature design. The outcry was so strong that Gap reinstated the old logo within a week. That costly lesson highlighted the power of brand familiarity.
3. Tropicana’s Carton Catastrophe
PepsiCo on Wikimedia Commons
In 2009, Tropicana’s attempt to modernize its packaging backfired when consumers didn’t recognize their favorite juice. Sales dropped 20% overnight, forcing the brand to revert nearly immediately.
4. Stripping Away Recognition
MasterCard Incorporated on Wikimedia Commons
Mastercard’s new “color blob” logo removed its famous wordmark and circles, losing brand clarity. The change was so confusing that the old logo stuck around on cards while the new one appeared only in corporate use.
5. Failed Prototype Refresh
Mike Kalasnik on Wikimedia Commons
Amid bankruptcy, Sears rolled out prototype stores with a bold new color palette and layout. However, lacking wider investment, the rebrand never gained traction and was quietly abandoned.
6. Lime Green Letdown
Curlyrnd on Wikimedia Commons
Following bankruptcy, Kmart introduced a lime-green makeover aimed at refreshing its aesthetic. With no funding to support a broader rollout, the concept made no impact and was scrapped.
7. Dollar Store Identity Crisis
March8613 on Wikimedia Commons
After expanding under names like TG&Y Dollar and Dollar‑T, the chain blurred its identity and couldn’t compete. Store conversions failed, and TG&Y vanished by 1990.
8. From Discount to Disappeared
Click Americana on Wikimedia Commons
Zayre rebranded into Ames after being sold in 1988, but the new incarnation suffered from financial missteps and closed entirely by 1990.
9. Refresh Too Late to Save
March8613 on Wikimedia Commons
Fedco added bank cards, store refurbishments, and food courts in the ’90s — too little, too late. Mounting losses led to bankruptcy in 1999, and its remaining stores were sold or shuttered.
10. Express Experiments Gone Wrong
Caldorwards4 on Wikimedia Commons
Shopko’s launch of smaller Express stores and a lowercase rebrand in 2007 failed to rejuvenate interest. Unable to pivot quickly enough, Shopko filed for bankruptcy in 2019 and closed nearly all its locations.
11. Bankruptcy After Identity Shuffle
TenPoundHammer on Wikimedia Commons
Carson’s underwent ownership and rebranding shifts through mergers from 2006–2018. The repeated shuffling ultimately led to bankruptcy in 2018, ending its physical presence.
12. Rebranding That Never Got Board Approval
Booohoo on Wikimedia Commons
Boohoo planned a full Debenhams rebrand in 2025, but key shareholders blocked the formal name change. Despite the setback, Boohoo pressed forward in all communications.
13. Digital Age Denial
Gillis Benedict/Livingston Daily on Imagn
Despite revamping marketing and store visuals, RadioShack failed to adapt to a mobile-first world. The upgrades came too late, and stores closed en masse amidst tough competition.