World of confusion over merger name

Time Group's new name rubs Vars up the wrong way

At least two resellers are seeking legal advice over high-street PC manufacturer Time's choice of new name following its acquisition of former rival Tiny.

Time Group announced plans to rename its combined high-street chain as The Computer World, but several Vars, formerly part of a chain called AT Computer World, still trade under a similar name.

AT Computer World had branches across the UK, including London, Cardiff, Glasgow, Manchester and Birmingham. The chain fell into difficulties and several of the branches were subject to management buyouts.

The firms began trading independently, reselling IT equipment and providing services to business customers, while maintaining the Computer World trade name.

Shaune Parsons, managing director of Cardiff-based ComputerWorld Wales, said: "We have been trading since 1992 and have built up a good client base. The ComputerWorld name is strongly associated with us in this part of the country. Tiny had two or three stores in Cardiff, and there are Time stores nearby as well, which could definitely cause confusion."

Parsons confirmed that his company is seeking legal advice.

Similarly, Danny Haines, managing director of Computerworld Birmingham, said: "We have been trading as Computerworld since May 1982. With Time choosing this name, it could cause complications for our business and we are seeking legal advice."

A Time representative said: "We felt The Computer World was the best name that described our plans and it is unfortunate that there are local firms with similar names.

"But we do believe that The Computer World will be very different from current offerings and that there will be little confusion among customers."