Leading UK marketplace, OnBuy, has acquired Comet from Misco Technologies and will relaunch the brand in Q4 2025 as part of its long term growth strategy.
The acquisition is expected to shake up the UK’s consumer electronics sector as OnBuy taps into the £25bn market by injecting over £10m into the Comet brand, resurrecting it as a marketplace at the apex of e-commerce.
The strategic decision to purchase the British retailer marks a significant step forward in OnBuy’s growth journey. A household name that once dominated consumer electronic sales, Comet will now be fully integrated into OnBuy’s powerful marketplace network and able to capitalise on its advanced tech infrastructure.
The move will position OnBuy, which is one of Europe fastest growing tech businesses, as a serious challenger to long-established players within the UK’s consumer electronics space, including Amazon and Currys.
Cas Paton, CEO and Founder of OnBuy, said: “Comet is a brand long associated with offering the very best deals in home appliances and consumer electronics. Its heritage is one that we want to protect and enhance using our innovative technology and business model.
“OnBuy’s marketplace already connects millions of customers with top brands and retailers, and we’re uniquely positioned to rebuild Comet into a powerhouse for consumer electronics, just as it once was – but with a modern, digital-first approach that will deliver incredible value and a seamless shopping experience to customers. We’re not just reviving a name; we’re reimagining what trusted electronics retail looks like in a digital-first economy.”
Adam Muir, Managing Director at Misco Technologies, said: “Following 6 years of exponential growth in our core business, we’ve taken the decision to sell the Comet brand. We’re delighted to be leaving this household name in the hands of one of Britain’s leading technology businesses. OnBuy has highly ambitious plans to redefine Comet’s reputation as an e-commerce juggernaut, and we look forward to seeing this legacy brand taken to new heights.”
The announcement comes after OnBuy reported 50% year-on-year sales growth since Trump took office, as consumer sentiment shifts away from US tech giants. The high growth figures follow what was a record-breaking year for the challenger brand, as the company facilitated over £150 million worth of UK sales in 2024, driving gross profits of over £20 million.
