'roebuck' is a verb, usually used in the sense that a name is "being roebucked". To be roebucked means that a name which in a two name company which previously had equal standing is being gradually phased out. This is derived from the company originally known as Sears-Roebuck but is now just Sears, having roebucked the Roebuck, so to speak.
Have you seen all the Abercrombie & Fitch clothes lately? They're definitely starting to roebuck Fitch.