TigerDirect (also known as TigerDirect.com) is a direct online retailer of computer electronic items founded by Gilbert Fiorentino, Carl Fiorentino and Daniel Brown in 1987. The Miami, Florida-based company was privately owned until 1996, when it became a wholly owned subsidiary of Systemax.
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Overview
TigerDirect has offices in Miami, Florida (corporate headquarters and 2 retail stores); Naperville, Illinois (distribution center, 2 retail stores and 2 corporate sales offices); Raleigh, North Carolina (retail store and corporate sales office); and Durham, North Carolina (retail store).
Origins
The company started as Tiger Software, a publisher of titles for both Microsoft Windows and Apple Macintosh. Some of the titles published by TigerSoftware included The Typewriter, and PopDrop.
TigerDirect
TigerDirect evolved from TigerSoftware when the company began selling build-it-yourself PC kits and inexpensive computers, using manufacturers in the United States and Canada to build its custom desktop and notebook configurations. TigerDirect.com was launched in the late 1990s, selling computer and electronics, books and software. In 2000, TigerDirect expanded its product offerings to include 'refurbished' and 'recertified' products, brand-name computers from IBM, HP, eMachine, Gateway and others.
Ratings
In 2005 and 2006, TigerDirect is recognized by "Internet Retailer" as one of the top 50 best e-commerce websites. In the last 12 months as of June 2007, TigerDirect's Amazon.com feedback ratingwas 4.6 stars out of 5. Its lifetime rating is 90% positive. On Pricegrabber.com's merchant review site ', Tigerdirect.com has 27,894 customer reviews with an overall rating of 4.56 out of 5 and a past 3 month rating of 4.64 out of 5. TigerDirect has been awarded Pricegrabber's "Gold Customer Service" honor. On Epinions's merchant rating site, TigerDirect.com has a rating of 4.5 out of 5 with 5,147 reviews. Epinions.com also powers the merchant ratings at "shopping.com", where TigerDirect has qualified for their "Trusted Store" designation. As of November 2007, users on Reseller Ratings gave TigerDirect an 8.39 out of 10 six month rating, and lifetime rating of 6.88 out of 10 for "Overall customer satisfaction" with 4,716 reviews; in contrast, there are multiple retailers on Reseller Ratings which have a score of 10/10 in all categories after only hundreds of reviews. On Shopzilla's merchant rating site, TigerDirect has 275,000 reviews and 90-day overall rating of 8.0 out of 10, with 7.5 out of 10 in customer service. In addition, TigerDirect is one of only 58 stores to receive a Shopzilla Circle of Excellence Platinum Award this year. A website named "TigerDirectSucks.org" logs complaints against the company, including what purport to be posting and responses from employees and ex-employees. At Cnet Shopper, Cnet Shopper, TigerDirect is a "Certified Store" with 5 stars out of 5 using Cnet's scoring criteria. The South Florida Better Business Bureau has given TigerDirect an unsatisfactory rating for its performance on customer service issues. According to the BBB, the company has demonstrated a pattern of responding slowly to complaints and in several instances failed to respond to attempts by the BBB to resolve customer issues. The BBB defines "pattern" as two or more complaints in a 12 month period and notes that when evaluating complaint information, the company's size and volume of business should be considered.
2005 Apple Computer lawsuit
In early 2005, the company filed suit against Apple Computer, alleging trademark infringement, dilution and false designation of origin with Apple's introduction of Mac OS X v10.4, marketed with its codename "Tiger". Although TigerDirect had registered several tiger-related names with the United States Patent and Trademark Office, Apple received trademark approval for version 10.4 (Tiger) of its OS X operating system in 2003. Tiger Direct registered opposition against Apple's filing with the Trademark Trial and Appeal Board, and on May 13, 2005, Apple won an emergency hearing. The judge ruled in Apple's favor, noting "the Court finds that the marks are distinctly different."[1]
The Takeover
In late December of 2007, Tiger Direct bought out a select number of CompUSA's stores near their Miami location. CompUSA's Deerfield Beach store has been confirmed as one of those locations.
References
- "Apple Successfully Defends Itself in TigerDirect Lawsuit", Mac Observer. (May 16, 2005)
- Murrell, John. "Mr. Jobs, you have TigerDirect holding on Line 1 and someone from Kellogg's on Line 2", SiliconValley.com. (April 29, 2005)
- Cohen, Peter. "More details emerge on TigerDirect lawsuit", Macworld. (April 29, 2005)
- Kawamoto, Dawn. "Lawsuit could grab Tiger by the tail", CNET News.com. (April 29, 2005)
- About TigerDirect, TigerDirect Company Website (July 19, 2006)


