The design store that was Clever Bastards is now The Clever, which it says reflects a shift in focus from local to global.
The very Kiwi descriptor was dropped in favour of something more "forward facing and global", the company said in its recent newsletter.
"We have decided to reach out to design-hungry followers from all around the world, by creating an online marketplace with a name that appeals to all," it said.
"Some might not understand the humour behind CleverBastards'."
It would also keep looking for new designers, clever products and inspiring stories from New Zealand and the rest of the world - creatives who "share a similar aesthetic" and have a "considered approach to design".