For decades, this Christian bookseller went by the name CBD. Then that became a problem

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By Dugan Arnett Globe Staff

Ray Hendrickson (left), the owner of Christian Book Distributors in Peabody, started the company some 40 years ago. His son Kevin Hendrickson (right) also works at the company.
Ray Hendrickson (left), the owner of Christian Book Distributors in Peabody, started the company some 40 years ago. His son Kevin Hendrickson (right) also works at the company. (DAVID L. RYAN/GLOBE STAFF)

Shortly after they began selling Bibles out of their parents’ Lynn home 40 years ago, the teenage Hendrickson brothers realized their new enterprise needed a name. Christian Book Distributors, they quickly settled on. Or, CBD.

For the next four decades, as their small venture grew in scope and influence, those three letters came to be the hallmark of the country’s largest distributor of Christian products, adorning catalog covers, employee merchandise, and the company logo.
Then came the rise of what company president Ray Hendrickson calls “the other CBD.”

The sudden popularity of cannabidiol — a chemical compound found in cannabis that has become wildly trendy in wellness circles, and also happens to be called CBD — has proven to be an unfortunate development for the company, wreaking havoc on its Google search results and creating significant brand confusion for its customers.

As a result, the Peabody-based company announced last month that it would be undergoing an official rebranding, retiring its long-used CBD name in favor of “Christianbook.”

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Stand for Truth

A veteran of the US Army. I have lived in Fl for 28 years and I am well diverse in Cannabis and Hemp. Looking forward to the future.

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