September 21, 2011, 11:39 AM

Overstock continues its rebranding with the purchase of the O.info domain name

The new site, set to launch in 2012, will include buyers’ guides and related information.

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As part of its attempt to rebrand itself around the letter O, Overstock.com Inc. today said it has bought the domain name O.info, which it will use when it launches a site next March that features  product information, user manuals, buyers’ guides and related material. The site also will include such materials as manufacturer and brand reviews, video demonstrations and product recall notices.

"We will use O.info as a web site destination to consolidate useful consumer information,” says Patrick M. Byrne, the retailer’s chairman and CEO. “We believe that the O.info site will be particularly useful to the savvy consumer.”

The O.info site will include a link to the Overstock e-commerce site, a spokesman for the retailer says.

The mass merchandiser is in the midst of rebranding itself as O.co to highlight its evolution from a liquidator to a general retailer. The web-only retailer in January began using the O.co domain, enabling consumers to type the address into their web browsers to reach Overstock’s e-commerce site.

Overstock bought O.info for an undisclosed amount from domain registry Afilias Limited.

Overstock is No. 27 in the Internet Retailer Top 500 Guide.

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