Comet has returned 14 years after disappearing from Britain’s high streets, relaunching online as a specialist electricals marketplace with its familiar black and orange identity.
First founded in 1933, Comet was for generations where many British households bought a new television, washing machine, games console or other technology. The new Comet launches online with more than one million products across TVs, mobile phones, computing, gaming, cameras, kitchen appliances and household electricals.
A Marketplace Model
While the name and colours are back, the old retail model is not. Rather than holding its own stock, Comet operates as a dedicated electricals marketplace, bringing together products from 2,500 sellers in one specialist destination.
OnBuy, the online marketplace founded by Cas Paton, acquired the Comet brand from Misco Technologies in May 2025. Paton, now chief executive of Comet, said the aim was to build on the brand’s heritage rather than recreate it.
“Ask almost anyone in Britain about Comet and they’ll have a memory attached to it. It might be the first TV they bought when they moved out, the family computer, a games console at Christmas or the washing machine they suddenly couldn’t live without.
Cas Paton, CEO, Comet
“Comet is a brand that still has such a positive impression on so many people. That connection hasn’t gone away, and now we have the opportunity to bring it back for a whole new generation.
“But this isn’t about trying to recreate the Comet of the past. We want to take that nostalgia, history and trust and build something for the way people shop today. Our ambition is simple: when you need something that plugs in, we want Comet to be the first place you think of.”
The relaunch is backed by a £10 million investment as Comet looks to re-establish itself as a major force in UK electricals, and Paton’s ambition is to build it into a £1 billion business as quickly as possible.
An Opportunity for Sellers
Unlike a traditional retailer, Comet does not compete with its sellers by offering its own inventory. Every sale made through Comet is a sale for one of the retailers or brands on the marketplace, giving them a new route to UK shoppers under one of the best-known names in British electricals.
“Every sale that’s made on Comet is a sale for another retailer. We’re a friend of the retailers. We’re here to attract customers, build trust and give customers choice.”
Cas Paton, CEO, Comet
“We want to bring some competition back to the market, but in a way that creates opportunity for retailers and brands too. Comet already means something to British shoppers. Our job now is to turn that recognition into customers and sales for the businesses selling through us.”
Comet is now welcoming new sellers ahead of its first peak trading period as it continues to expand the range available through the marketplace.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
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