Oculogx has been reborn in 2021 as Ox.
Appropriately enough, the augmented reality company has adopted its new name, according to the Chinese Zodiac calendar, in the Year of the Ox.
CEO and founder Charu Thomas announced the new branding with a blog post on the company’s new website. Thomas noted that the Oculogx name had been difficult to pronounce and spell, leading to discussions about changing the company name.
“Oculogx has always been a tough word to pronounce. It sounds like if an engineering student tried to come up with the name of a tech startup: and to be fair, that’s exactly what happened,” she wrote.
Speaking on the phone with Arkansas Money & Politics, Thomas said that she was pleased with the new brand rollout. “We are super excited about the new brand and the direction we’re going,” she said.
Ox specifically focuses on personal and online grocery shopping through augmented reality as well as warehouse order picking.
Now based in Bentonville, Thomas founded Ox – then Oculogx – while attending college at Georgia Institute of Technology, studying industrial engineering in the H. Milton Stewart School of Industrial and Systems Engineering. During this time, she began laying the groundwork for the company, learning about supply chain while working at Martin-Brower, which oversaw McDonald’s North American supply chain process. This experience sparked the idea of using artificial intelligence to improve the diagramming, or packing, process.
“So that’s kind of where I started. And so I put together a team of some friends and I was like, ‘Okay, we’re going to start this company and it’s going to solve that problem with AI,’” Thomas said in a previous interview with Arkansas Money & Politics.
Oculogx was incorporated in 2017 and won the Atlanta Startup Battle the same year. Thomas applied for the inaugural Fuel Accelerator program, hosted by Startup Junkie and RevUnit, and was accepted. She moved to the Northwest Arkansas region in 2019 and hasn’t looked back.
“The best decision I ever made was being in Northwest Arkansas,” she told AMP. “There’s so many points of this [that were] random chance and luck, and I’m very thankful for support from other people.”
While Ox has gotten a new name, Thomas said that it will not change what the company is or what it does. Instead, the new name better reflects the company’s strength and performance. “The Ox is an incredibly tough and powerful animal. Oxen are traditionally used for hauling cargo, and they work best in a team. We thought the Ox is a perfect way to describe what we do. We build strong, enterprise-grade software that enables retailers to outperform by transforming their stores into micro distribution centers,” she wrote.