NoMoreRack Rebrands As Choxi

Online discount retailer Nomorerack has rebranded as Choxi and, in turn, has unveiled a new color scheme and e-Commerce site. The rebranding reflects the retailer’s commitment to providing consumers with an enjoyable shopping experience and bargains on merchandise, according to a company statement.

Visual marketing and brand communications firm BrandEquity spearheaded the rebranding, helping the retailer create its new name and logo. The name Choxi is derived from “chock full” and “choice,” and was crafted to represent the site’s extensive product selection. The “OX” in the logo, depicted in a different font, is designed to symbolize the love consumers have for great deals, according to Steven Smith, Creative Director at BrandEquity.

The rebranding effort “marks an important milestone in the company’s development,” according to Dee Agarwal, CEO and Co-Founder of “We are launching Choxi to take our vision for high-quality, low-cost online retailing to the next level by offering our shoppers a comprehensive assortment of branded and unbranded items at the lowest possible prices on the Internet.”


Choxi sells surplus items at a discount price and has developed algorithms to keep fast-selling items near the top of the site, until other items have higher demand. The retailer works directly with manufacturers to promote products that best align with customer preferences.

In an effort to streamline delivery processes, Choxi recently partnered with shipping software provider Shipworks, which helped optimize order management and increase on-time deliveries. The retailer also has partnered with cloud-based warehouse management system SkuVault to improve inventory management.

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