Simply Computers, hit by huge redundancies last week, is rebranding as "Misco Consumer". Simply customers are unaffected by the name change. with warranties honoured, as before.

A spokeswoman for Misco told El Reg: "Misco is well known in the business market and the Simply name will be gradually phased out over the next few months to be replaced by Misco Consumer." She said existing warranties will be supported and the firm will improve its website. The change is designed to improve efficiency and cut costs. Misco Conusmer will continue to trade through magazines, its website and direct mail campaigns.

Simply was credited with improving sales but they proved too expensive for its parent company, Systemax. Simply, or Misco Consumer, will source machines from Systemax in the US; there will be no UK manufacturing or assembly.

In early January 50 jobs went at Misco when the firm closed its Greenock sales office. ®

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