This is what I see/question:
New merchandise = new demand creation. A new retail concept was necessary to get the brand out of that 90’s feel. Same counts for online. A new logo with a simple font, a campaign to push awareness and, once again, FFS, A VERY BAD SEO URL STRUCTURE. But… more interesting, they kept the brand making sure not to lose more people knowing the brand “Brantano”. Renaming the company could have been the last straw that broke the camels’ back.