Which major retail chain deliberately misspelled its name to create linguistic distinctiveness and make its trademark easier to register?

In the competitive world of retail, language plays a crucial role in brand storytelling and customer perception. The careful selection of store names, slogans, and product descriptions can significantly impact consumer behavior and brand loyalty. This trivia question explores how major retailers have leveraged linguistic principles in their brand storytelling to create distinctive market identities.

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Krispy Kreme (originally intended to be 'Crispy Cream')
Best Buy (originally intended to be 'Best Buy's')
Toys R Us (originally intended to be 'Toys Are Us')
Dunkin' (originally intended to be 'Dunking Donuts')