I actually had a chance to ask one of the co-founders about this very subject as I was working on a similar, albeit it much smaller, problem. Their approach: s

I actually had a chance to ask one of the co-founders about this very subject as I was working on a similar, albeit it much smaller, problem. Their approach: suck it up and take it. Literally, they did almost nothing special and followed standard techniques. The result was a dip in search results and revenue, but that was expected and part of their plan for moving to a single brand.