Yoobee becomes OOBE

Seeks to avoid confusion with Yoobee School of Design

The Yoobee chain of Apple Computer retail stores has rebranded as OOBE, an acronym for out-of-the-box experience, to avoid its name being confused with AGC Group’s Yoobee School of Design.

The Yoobee chain operates stores in the CBDs of Auckland, Hamilton, Wellington, Christchurch and Fiji. It provides IT support and expertise for businesses across New Zealand in both Apple and Microsoft technologies.

CEO, Daven Naidu, said the new name conveyed its vision in a more creative and coherent way. He explained that the out-of-the-box experience reference was to more than simply technology that worked “out of the box” but referred to “The joy of unpacking a smart new piece of technology,” an experience he said was“unparalleled in modern life.”

“Opening a new Apple product from its neatly presented box is an experience,” Naidu said. “With OOBE, we’ve captured that unique and highly pleasurable ‘out of box experience’. Hence OOBE. What’s more, we’ve always thought out of the box for providing creative solutions to our clientele.”

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