eCommerce marketplace OnBuy has acquired UK electronics brand Comet from Misco Technologies.
Comet was placed into administration in 2012 and its hundreds of stores closed. In 2020 Misco acquired the brand and relaunched it as an eCommerce-only business.
OnBuy has now effectively taken the website offline. The homepage reads: 鈥淲e’re no longer taking new orders through the website. But don’t worry – we’re still here to support all existing customers during the transition.鈥�
It plans to relaunch the brand in Q4 2025 as part of its long-term growth strategy.
OnBuy said the acquisition will shake up the UK鈥檚 拢25bn consumer electronics sector as it plans to inject over 拢10m into the Comet brand, resurrecting it as a marketplace 鈥榓t the apex of eCommerce鈥�.
A household name that once dominated consumer electronic sales, Comet will now be fully integrated into OnBuy鈥檚 marketplace network and tech infrastructure.
A Comet store in 2010. Credit: Maurice Pullin, Wikimedia Commons
The move will position OnBuy, which is one of Europe鈥檚 fastest growing tech businesses, as a serious challenger to long-established players within the UK鈥檚 consumer electronics space, including Amazon and Currys.
Cas Paton, CEO and founder of OnBuy, said: 鈥淐omet is a brand long associated with offering the very best deals in home appliances and consumer electronics. Its heritage is one that we want to protect and enhance using our innovative technology and business model.
鈥淥nBuy鈥檚 marketplace already connects millions of customers with top brands and retailers, and we鈥檙e uniquely positioned to rebuild Comet into a powerhouse for consumer electronics, just as it once was – but with a modern, digital-first approach that will deliver incredible value and a seamless shopping experience to customers.聽
鈥淲e鈥檙e not just reviving a name; we鈥檙e reimagining what trusted electronics retail looks like in a digital-first economy.鈥�
Adam Muir, managing director at Misco Technologies, said: 鈥淔ollowing six years of exponential growth in our core business, we鈥檝e taken the decision to sell the Comet brand.聽
鈥淲e鈥檙e delighted to be leaving this household name in the hands of one of Britain鈥檚 leading technology businesses. OnBuy has highly ambitious plans to redefine Comet鈥檚 reputation as an eCommerce juggernaut, and we look forward to seeing this legacy brand taken to new heights.鈥�
The announcement comes after OnBuy reported 50% year-on-year sales growth since US President Donald Trump took office, as consumer sentiment shifts away from US tech giants.
The company facilitated over 拢150m worth of UK sales in 2024, driving gross profits of over 拢20m.