The qualification née is typically used to signify the name a woman previously had, most likely before her marriage. However, today I've seen it in a Spiegel article applied to a company name:
When German retailer Arcandor (née QuelleKarstadt) went bankrupt in 2009, it marked the end of a company rich in tradition.
Obviously, in this context it means the previous name the company had. I understand that it might be used humorously, but I wonder if this usage is actually correct.
It is correct usage.
Née can also mean orginally called which is the way it’s being used in your example.
From Oxford English Dictionary (OED) -
Née
Etymology: < French née, feminine of past participle of naître (see naissant adj.).
Placed before a married woman’s maiden name: originally called; born with the name.
In extended use. Placed (often humorously or for effect) after the current name or title by which a person, place, etc., is known: formerly known as; originally called.
Outside humour, no, it would probably not be acceptable to style guides, as you suggest. It applies to a woman. But, as long as it's (somewhat) funny, I see no problem in using it inappropriately. But the feminine metaphor must be suitable too if you use née rather than né.
I can't say what is "correct" or not, but to my mind, as the word means "born" (referring to the name given at birth as opposed to a more recent changed form) it would not refer to something which was not born. Could a company be said to have been "born"? Is "established" or "created" or "founded" an equivalent? That's above my pay grade. By strict etymology, the word refers to living things. By extended use, the gloves are off.
I had the same question when I read the December 18 Spiegel article.
OALED at hand defines née simply as ‘A word used after a married woman’s name to introduce the family name that she had when she was born. But Merriam Webster defines it as (1) used to identify a woman by her maiden family name. (2) Originally or formerly called as used in ‘the Brewers née Pilots who also are in their third year — Fred Ciampa. www.thefreedictionary.com likewise defines née as adj. (1) Born. Used to indicate the maiden name of a married woman. (2) Formerly known as. From definition (2) of the both of the above, I found the word, ‘née’ can be used both for person and other than person.
