The name change brings all 32 retail stores in the company's nine-state operating area under the Ultimate Electronics name. The transition allows Ultimate Electronics to deliver a consistent, unified message to consumers in all of its markets and more clearly communicate its offerings and store experience, the company says.

The chain was founded in Thornton in 1968 under the name SoundTrack Ultimate Electronics. Its headquarters remains in Thornton, a suburb north of Denver. Ultimate Electronics filed for bankruptcy in January. In April, Mark Wattles, founder of the Portland, OR-based video rental chain Hollywood Entertainment Inc., formed Ultimate Acquisition Partners to purchase a controlling interest in the company. In all, Wattles paid approximately $50 million for 32 stores and the rights to both the Ultimate Electronics and SoundTrack brand names.

Randy Baumberger, president and chief operating officer, says the name is part of the evolution of the formerly publicly traded company that is now private. "Only the SoundTrack name is changing," he says. "This company has served Colorado for over 37 years and remains a locally based company committed to maintaining the same passion for consumer electronics and industry-leading store experience here in Colorado."

The name change is part of a marketing campaign launching this fall to support the company's position as the premier home electronics retailer and emphasize the unique benefits of the ultimate shopping experience. Stores will remain open during the transition and will be receiving new signs and other cosmetic changes, which should be complete in September. There will be no changes to operations and Ultimate Electronics will continue to deliver the same service, products, prices, deliveries, installation and promotions, Baumberger says. All SoundTrack warranties will automatically transfer to Ultimate Electronics. The company operates 32 superstores in Arizona, Colorado, Illinois, Kansas, Minnesota, Missouri, Nevada, New Mexico and Oklahoma.

Top retail broker Pat McHenry, says that she doesn't think most consumers even realize the company's roots. "My guess, is that it is not too meaningful of a switch from the SoundTrack name to Ultimate Electronics," McHenry, a broker with Trammell Crow tells GlobeSt.com. "Neither SoundTrack nor Ultimate Electronics ever had the recognition of a Colorado company. It's not like when Sports Authority dropped the Gart name. The Gart family was known; its name was recognized rather clearly as a Colorado company. When the Gart name went away, it truly was the end of an era, but not so much with SoundTrack." Earlier, Gart bought Sports Authority and moved its headquarters to Englewood, CO. Earlier this year, Sports Authority dropped the Gart name to be consistent with its other stores across the country.