Tiny Computers, the ailing direct-sell brand with a high street retail presence, has been acquired from its administrator by Time Computers, a larger rival operating a mirror-image business.

Carat UK, which handled Tiny’s £20 million media buying, resigned the business last week when its client went into administration. Media buying for Time is handled by CIA Manchester, although it is by no means certain it will hold onto the merged account.

“It's very much early days and we'll have to look at everything afresh, which we do from time to time anyway,” said Time Group marketing manager Brian Trevaskiss. Tiny's creative account is with Golley Slater - although its tenure is likely to be shortlived as Time prepares its own creative work in-house.

The two companies, which have a combined UK media spend of around £40 million yearly, plan to roll out a new merged retail operation with around 150 outlets rebranded The Computer Store by June. Marketing will be consolidated at Time’s Burnley headquarters.

News source: BrandRepublic (UK)