In July 2008, DMSI announced it was on the auction block, with sale scheduled for the following month. On August 5, 2008, the catalog retailer Swiss Colony purchased DMSI. Swiss Colony—which changed its name to Colony Brands Inc. on June 1, 2010—announced it would keep the Montgomery Ward catalog division open. The website launched September 10, 2008, with new catalogs mailing in February 2009. A month before the catalog's launch, Swiss Colony president John Baumann told United Press International the retailer might also resurrect Montgomery Ward's Signature and Powr-Kraft store brands.