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Brandwise Closing Shop

NEW YORK —, the year-old comparison shopping site for major appliances and consumer electronics, is calling it quits.

The privately held company provided consumers with Good Housekeeping Institute product reviews and retail referrals based on Zip code, and offered b-to-b services including Web application licensing and site hosting. Its backers included Whirlpool, The Hearst Corp. and The Boston Consulting Group.

Indicative of the pace of change in the dot-com world, brandwise was included in a listing of e-commerce megasites appearing next week in both the print and online versions of TWICE, and the company’s website was still active as the latest issue went to press.