Shoppers were startled to learn the former names of high street staples Dunelm and Home Bargains.
Other recent changes, like Asda and Aldi changing their logos, might have gone unnoticed.
But it turns out shoppers have already forgotten Dunelm used to go by a different name not terribly long ago.
The home furnishings shop went through a massive rebrand in 2013.
Formerly known as Dunelm Mill, the retailer dropped the 'Mill' from its name and debuted with a fresh logo, the Mirror reported.
This came to light on social media earlier this week when a journalist named Mared Parry tweeted: "Was Dunelm once called Dunelm Mill or did I completely make this s**t up?"
A number of fellow Twitter users responded, with many stunned by this piece of information.
One person asked: "Since when?"
"Wait, what?" another wrote.
Someone else agreed with Mared, saying: "Just found an old Dunelm Mill bag earlier ..... Its now en route to America as its used as inner wrapping for a gift."
And Dunelm themselves got involved in the conversation, clarifying that they were "Dunelm nee Mill."
So their former name was Dunelm Mill when the company opened their first bricks and mortar store back in 1984.
This was changed 15 years ago, according to the Dunelm careers site, to reflect what customers had been calling the company for years.
And they're not the only ones who had a name change - Home Bargains also used to be called something else.
The store was originally called Home and Bargain until 1995.
Last year they fooled everyone with an April Fools' joke that they were reverting back to their old name.
They shared a snap of a mocked-up store with the different branding adding: "Yes, Home and Bargain is coming back!"
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