Milwaukee-based 800-CEO-READ has had a number of names since it was founded in 1984 by Jack Covert and David Schwartz. Today, the company, which specializes in bulk book sales, has changed its name once again, this time to Porchlight Book Company.

The name change, and the creation of a new website, were made to reflect the evolution of the company. “For many years now, we have sold more than just business books, and this brand expansion and comprehensive website will give us the chance to introduce more people to the array of high-touch bookselling services we have developed over the years,” Sally Haldorson, Porchlight general manager, said in a statement.

Among Porchlight’s biggest undertakings in recent years was supplying the books for most of Michelle Obama’s Becoming tour, which took the former First Lady to a number of larger arenas.

Porchlight will remain in Milwaukee under the ownership of Rebecca Schwartz and Carol Grossmeyer. The company will also continue to conduct its annual Business Book Awards program. A call for entries will open on August 26.