Zavvi loses its ‘’

As Zavvi’s online rebirth continues to gather pace at the hands of new owners The Hut, the portal has revealed that it is to ditch its UK specific top-level domain and rebrand itself as

The move comes as the brand announces its intentions to expand into the European market. Its owners hopes to have 50 per cent of’s customers based on the continent by September 2010.

The Hut is currently on the hunt for new partnerships with major European retailers. It has also vowed to step up its regular ‘Deal of the Day’ as retail enters the busy Q4 period.

Zavvi, in its former guise as a High Street chain, was born out of the ashes of Virgin Megastore in late 2007. However, it went on to become one of the highest profile UK victims of the ongoing global recession and the last of its stores was closed earlier this year.

Less than a month later growing retail specialist The Hut acquired Zavvi’s online infrastructure and brand, relaunching the label as an internet-only retailer.

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