TechCrunch.com published a post about a UK startup, Streethub.com raising another $2.4 Million in funding.

StreetHub.com “helps independent shops and boutiques be discovered and sell online,  including offering ‘click and collect’ functionality via its mobile app and 90 minute local delivery”.

“It’s also launching a new brand and consumer-facing offering: Trouva is an e-commerce site that promises to curate and make available items to buy from its 350-strong network of independent shops and boutiques.”

Later in the story TechCrunch notes that the domain name StreetHub.com is being redirected to Trouva.com, so it appears to be a rebrand as their site indicates.

This brings us back to the premise of our headline that StreetHub.com which is two words and 9 characters is a much better more memorable URL IMHO, than the six character  domain, Trouva.com which I’m sure badly fails the radio test.

Moreover the company as of yet failed to secure what will no doubt be a common typo of the domain, Trovua.com which is available as of publication, doesn’t own the domain name Truva.com which has been registered since 2000 nor do they own Trova.com, another probable  typo which has been registered since 1998 and which goes to a warning page at the moment that you would not want to be associated with:

The term itself is listed on wiktionary.org, is a French Verb:

“Third-person singular past historic of trouver”

Which might be fine if your a French company looking for French customers but for me its a total rebranding Fail!

Finally the company just raised $2.4 Million more,  meaning it has the means to go out and spend a few bucks for a real brandable domain name which is what they should have done.