The nation’s premier home entertainment and electronics retailer has today made a big move to fall in line with consumer perceptions. 

JB Hi-Fi has reportedly finally decided to concede and rebrand their operation after extensive community consultation. 

Moving forward, the famous yellow brand will simply be known as JBEE, rather than JB Hi-Fi. 

“Look, it’s a move aimed at saving consumers all of 0.5 to 0.75 seconds worth of time when they pronounce our name,” laughed a spokesperson for the brand, who was seen rocking a triple lanyard and multiple tech tools dangling off his belt. 

Rumours have also surfaced that the rebrand may have something to do with the release of Transformers: Rise of the Beasts, which features the revered Bumblebee. 

The autobot, who has the ability to convert into a 1970s Chevrolet Camaro (notably one of the sickest cars to ever be made), has been a mainstay of the Transformers franchise – and now looks set to be a mainstay of the Australian retail scene. 

“Haha look, Bumblebee might have something to do with our rebrand,” laughed the JBEE spokesperson, handwriting out one of those famous price labels with a giant red marker. 

“But also, people are busy you know, and if we are being real, most people don’t use the Hi-Fi in common parlance.”

“Anyway, are you chasing a new sound system?” 

Our reporter then confirmed he was, and seeing as he was at the home of home entertainment – he may as well kill two birds with one stone. 


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