Shelfbucks Preps For Launch, Loses BrickTrends Name

Austin-based startup BrickTrends said today that it has renamed itself Shelfbucks, as it preps to launch itself next month at an upcoming startup launch conference. Shelfbucks--which is seed backed by Bazaarvoice's Brett Hurt, along with other angels--said it is planning to launch October 15th at the DEMo Conference in Silicon Valley, and decided to change its name to prep for that launch. The startup, which was founded by Erik McMillan, is developing smartphone technology aimed at brands in the retail environment. Hurt serves as Chairman of the company, which says it also is supported by other executives at such companies as Appcelerator, Bazaarvoice, Black Locus, Capital Factory, Google, HomeAway and ShopperTrak.