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: “We’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.”
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’s £25bn consumer electronics sector as it plans to inject over £10m into the Comet brand, resurrecting it as a marketplace ‘at the apex of eCommerce’.
A household name that once dominated consumer electronic sales, Comet will now be fully integrated into OnBuy’s 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’s fastest growing tech businesses, as a serious challenger to long-established players within the UK’s consumer electronics space, including Amazon and Currys.
Cas Paton, CEO and founder of OnBuy, said: “Comet 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.
“OnBuy’s marketplace already connects millions of customers with top brands and retailers, and we’re 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.
“We’re not just reviving a name; we’re reimagining what trusted electronics retail looks like in a digital-first economy.”
Adam Muir, managing director at Misco Technologies, said: “Following six years of exponential growth in our core business, we’ve taken the decision to sell the Comet brand.
“We’re delighted to be leaving this household name in the hands of one of Britain’s leading technology businesses. OnBuy has highly ambitious plans to redefine Comet’s reputation as an eCommerce juggernaut, and we look forward to seeing this legacy brand taken to new heights.”
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 £150m worth of UK sales in 2024, driving gross profits of over £20m.