May 8. 2017. 8:22 ET

J.C. Miller Antiques Abandons Retail Roots, Becomes Miller & Miller Auctions Ltd.

Waterloo Region, ON -- Today, J.C. Miller Antiques, well-established retailers in high-quality antiques and vintage collectibles announced that it is re-branding the company as Miller & Miller Auctions Ltd. Effective on May 8, 2017, J.C. Miller Antiques Ltd. becomes Miller & Miller Auctions Ltd. The company is leaving its retail roots to focus exclusively on selling high-value collections using its newly launched online bidding platform “Miller & Miller Live!”.

Since 2006 the company saw its eBay auction account snowball, ranking among eBay Canada’s top-ten grossing sellers. While the J.C. Miller Antiques brand enjoys a strong and positive cache among Canadian antique collectors, the rebranded Miller & Miller Auctions captures the company’s new focus as “sellers of high-value collections” via auction. With this re-brand, Miller & Miller Auctions maintains its emphasis on the high-quality “curated” items it is known for. Customer support and technical innovation remain cornerstones to its success in the evolving online auction industry.

In conjunction with its re-brand efforts, Miller & Miller Auctions has launched a new website with high-value collections at the forefront. The site features Miller & Miller Live! – the company’s cutting edge online auction platform that enables bidders worldwide to access and participate in the live auction in real-time from home. It replaces third-party companies such as eBay that it relied on before.

Co-founder Justin Miller pointed out, “[The re-branding] signals our full transition into a specialized and fully independent auction company. We want to make it clear that Miller & Miller Auctions provides a safe place where serious collectors can buy and sell”.

“In wake of our June 3rd auction featuring late John Wilfong Petroliana Collection, the timing of the re-brand couldn’t be better”, says co-founder Ethan Miller. “These are very exciting times”.

About Miller & Miller Auctions
Miller & Miller Auctions (formerly J.C. Miller Antiques) is an auction company focused on the sale of high-value collections between $35,000 - $3,000,000. Its online bidding platform Miller & Miller Live! attracts collectors worldwide. For additional information, visit