Changing business name on Egay!?

Can anyone tell me how I can change my Ebay business name on Ebay?

I have moved into another area of business and want to keep my old positive feedback which has thousands on it, however I can change my Ebay ID/Paypal Address, but my old now non-related business name sits under the business seller info on the foot of all my listings which looks fecking stoopid..

Anyone?

I would do a formal business name change, and then change your ebay username.