Pearson to rebrand Borders online as Bookworld

2 August 2012 Books+Publishing

Pearson Australia Group will rebrand the former REDgroup Retail-owned Borders online business as Bookworld this month.

In a statement on the Borders.com.au website, Pearson said that the current Borders.com.au website will be changing to Bookworld.com.au in August. Once the new site is launched, visitors to Borders.com.au will be automatically redirected to the new site.

Borders customers will be able to use their current account details to login to the Bookworld site, and their account history will be available. Ebooks that have previously been purchased through Borders.com.au will also be available from the Bookworld site.

As previously reported by Bookseller+Publisher, Pearson confirmed that it would operate the Borders and Angus & Robertson online businesses, which it acquired from REDgroup Retail administrators Ferrier Hodgson in 2011, under a division of the Pearson group of companies called Bookworld.

Bookworld is a former Queensland-based bookselling chain which merged with Angus & Robertson in the 1990s. Pearson COO Dionne Higgins told Bookseller+Publisher last year that as part of the acquisition of the REDgroup companies, a number of domain names, including Bookworld.com.au, have been transferred to Pearson.

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