Apple Corps Ltd. is a multi-armed, multimedia corporation, founded in January 1968 by British rock band The Beatles to replace their earlier company (Beatles Ltd.) and to form a conglomerate. Its name (pronounced "apple core") is a pun. Its chief division is Apple Records, which was launched in the same year. Other divisions included Apple Electronics, Apple Films, Apple Publishing, and Apple Retail, whose most notable venture was the ill-fated Apple Boutique in London. Apple's headquarters, in the late-1960s, was at 3 Savile Row in London, known as the Apple Building, which was also home to the Apple Studio.