ITWire

City Software is probably one of the best known specialist IT retailers in Melbourne, largely due to its regular and prominent advertising in the Green Guide (the TV and home technology section of The Age, Melbourne's broadsheet newspaper). But the name recognition the company has built up over the years is being thrown out of the window.

City Software had grown over the years through the acquisition of International Software Warehouse and eStore, and now the original brand has been ditched in favour of eStore.

CEO and City Software founder Lorenzo Coppa said "we've decided to change the name of our retailing division to reflect our increasing presence as an online retailer."

He explained that the majority of the company's 50% growth during the last year has come from online sales, and that online retailing enables more efficient stock management, allowing the company to hold a wider range at lower cost.

Company officials claim over 80% of orders are shipped the same day.

The sole vestige of the original brand will be CSW-IT, the company's corporate and government division.