Dive Brief:

• Discount e-retailer NoMoreRack.com has rebranded as “Choxi” to widen its global appeal and avoid trademark issues that had landed the company in court.

• Although the company never lost in court, Nordstrom, which runs its successful Nordstrom Rack stores and site, had sued the retailer for trademark infringement three years ago.

• But Choxi CMO Vishal Agarwal said the new name, which the company has fully vetted for any trademark conflicts, also has a less literal, less English, more global appeal, and that a change was under consideration even before the legal snag, reports Internet Retailer magazine.

Dive Insight:

“Choxi,” according Agarwal, is an amalgamation of “chock full” and “choice,” and the name change comes along with a site design with a cleaner look that makes it easier to shop. While the new name is ready for the global stage, Agarwal told Internet Retailer magazine that there are no plans quite yet for international expansion.

The retailer has done well in the past five years, with growth from $375,000 in sales in 2010, the year of its launch, to $700 million in sales last year, according to Internet Retailer.