Woolworths focuses on technology with "Hub" trademark application

Woolworths could be set to launch its own dedicated technology sub-brand, lodging a trademark for a new logo and branding for "Hub".

Woolworths could be set to launch its own dedicated technology sub-brand, with the Australian supermarket giant lodging a trademark for a new logo and branding for "Hub".

Woolworths has lodged a trademark for a new technology sub-brand known as "Hub"(Credit: IP Australia)

Dedicated trademark news blog TMWatch reported Woolworths Limited had officially lodged a trademark for the Hub logo with IP Australia on 9 April 2014. The company also included the phrase "Hub Exclusively at Woolworths" in its application.

According to the trademark details lodged with IP Australia, Woolworths is seeking to classify Hub as Class 9 Goods and Services, which encompasses a number of technology and consumer electronics fields, specifically:

Scientific and photographic apparatus and instruments; apparatus for recording, transmission or reproduction of sound or images; magnetic data carriers, recording discs; calculating machines, data processing equipment and computers; computer peripheral devices, computer accessories and parts therefor [sic] including keyboards, port hubs, mouses and mouse pads, cables, headphones, speakers, computer cases; data storage devices including USB flash drives, CDs, DVDs; cameras including webcams; data processing equipment including readers and calculators; mobile phones; mobile phone accessories including holders, cases, covers and straps.

The trademark application could be a sign that Woolworths Limited will be making a bigger play in the consumer electronics space – an area that has been less of a focus for the company since it divested its Dick Smith business in 2012. When it announced the impending sale of Dick Smith, Woolworths Limited said the technology category would be "better delivered through Big W and its expanding multichannel offer". This recent trademark filing could be a sign that Woolworths supermarkets are about to get a bigger slice of that pie.

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About the author

Claire Reilly is CNET's news writer, based in Sydney, Australia. When she's not breaking stories, she's a part-time Simpsons guru, hair metal enthusiast and blue cheese aficionado.

 

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