Newly renamed XO Group cofounder Carley Roney says she is "completely tickled" by her new ticker. The company formerly known as The Knot wanted more of an umbrella brand as it diversified beyond nest-hunting newlyweds and expecting mothers. In fact, the Knot switched to XO Group specifically to complement its new symbol. Roney had already made XOXO her de facto office sign-off, from Twitter posts to book signings. Its use in the office was "a little insider secret," she says.
But the new name isn't just for play. There's some hard business behind the switch: XO Group plans to expand in China and believes the new brand will register better there. According to the company, "xoxo" is cool in some circles for its Western use, while luxury Chinese wedding frequenters know the abbreviation XO for ensuring their bottles of fine cognac are "Extra Old."
They may not be the hottest stocks, but they are the most reliable.
