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Simply, Inc. operates retail consumer electronics stores that sells Apple products and provide service by Apple-certified technicians in the United States. The company was formerly known as Cool Holdings, Inc. and changed its name to Simply, Inc. in October 2020. Simply, Inc. was incorporated in 1994 and is headquartered in Miami, Florida. On June 14, 2022, Simply, Inc., along with its affiliate, filed a voluntary petition for liquidation under Chapter 7 in the U.S. Bankruptcy Court for the District of Utah.