Flextronic to revive Circuit City's Firedog service

By BY LOUIS LLOVIO Richmond Times-Dispatch
Published: July 20, 2010

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Defunct retailer Circuit City's former computer services operation is getting a second life.

Singapore-based Flextronics International Ltd is Firedog's new owner and will use the name and website as its new direct-to-business and direct-to-consumer tool.

It will be part of Flextronics' retail technical services unit.

"Firedog is a natural extension to the end user services we offer through [retail technical services], where we provide high quality service and technical support to small- to medium businesses . . . and consumers . . ." Caroline Dowling, president of Flextronics' retail technical services division, said in a statement.

Flextronics kicked off the new service nationwide last week, and it is available to businesses and individuals through the website www.firedog.com.

Firedog began in 2006 as Circuit City's in-store computer services and installation unit.

But Circuit City auctioned off Firedog's trademark and domain names for $250,000 in September 2009 as part of its bankruptcy case. It was bought by Firstmark Investment PTD LTD, which is a subsidiary of Flextronics.

Circuit City filed for Chapter 11 bankruptcy protection in November 2008. The retailer was forced out of business when it was unable to find a buyer interested in keeping the company afloat. It closed its final store in March 2009.

Firedog is not the only connection between the two companies.

Richard L. Sharp, who was Circuit City's chief executive officer from 1986 to 2000 and its chairman from 1994 to 2002, was a founding investor of Flextronics.

He served as a director on Flextronics' board from July 1993 until September 2008. Sharp was chairman of the Flextronics' board from January 2003 to January 2006.