GameStop is rebranding its business in Canada, where it operates 4,000 stores.
The company is planning to change the name of its EB Games stores as well as the online store to the GameStop brand by the end of this year. The rebranding effort comes 16 years after the company acquired Electronic Boutique Holdings Corp., the owner of EB Games, for more than $1 billion.
“This decision follows our receipt of feedback from our valued customers and stockholders,” the company said in a statement.
The company’s effort to rebrand its business comes at a time when it is working to turn around its business. The company made news earlier this year when it saw its stock surge by 1700 percent, with Reddit users driving demand.
The video game retailer has looked to cash in on the attention by overhauling its eCommerce business and building out its executive team. Last month, the company appointed former Amazon executives Matt Furlon and Mike Recupero as its CEO and CFO, respectively. Meanwhile, Chewy’s co-founder Ryan Cohen was named chairman.
“These appointments reflect the refreshed board’s focus on building a technology company and investing in growth,” the company said on its renewed digital push.