The Second Rebrand

FLUSH WITH CASH from its series-C, Bellhops hired a team of engineers from Magic Leap, an augmented-reality company that was poised for collapse. The significance of this investment seemed to give the company’s new chief product officer the license to rebuild everything from scratch. So he did, giving the brand a more tech-centric look. This is when the company’s name changed from Bellhops to Bellhop. I could explain why, but the answer wouldn’t make any sense.