The best thing the new owners can do is spend some money on a new Business name and close Frozen for good. People don't forget when they've been/known someone; who got pooched by a company.
It took me a long time to buy Levi's and Converse after they moved their businesses out of the country and continued charging high end prices on their wares. We're talking about over a decade of lost business. I suspect that a lot of people feel the way I do on the matter. Cheap labor aside there is ZERO reason to charge so much for a pair of jeans or a pair of Chucks.
And that is how people show their feelings in the business world. They vote with their wallets. I refuse to do business with Frozen. I did business with them when they had something I wanted and Performance didn't or was out of stock. Now I'm with Performance and will wait for things to come back into stock or message them about a want because they will fill the want if they can. And they've ALWAYS made things right when I am unhappy with an order.