Orange, T-Mobile Shops to Be Renamed 'Everything Everywhere'
Orange and T-Mobile stores are about to be rebranded.
It's only been a year since T-Mobile UK and Orange UK merged to form Everything Everywhere, so you'd be forgiven for not knowing that these two rival operators are actually partners. However, soon you won't be able to miss the fact that Orange and T-Mobile are doing business together, as the networks' respective stores are set to be rebranded as 'Everything Everywhere' stores.
New Media Age reports that Everything Everywhere is set to rebrand Orange and T-Mobile retail stores as Everything Everywhere shops. The site quotes Everything Everywhere VP of Brand Steven Day as saying the company hopes to rebrand 30 shops by the end of the year. This follows a successful six-shop pilot programme earlier this year. However, it seems Everything Everywhere isn't quite ready to completely merge the two brands just yet. Day says that though they will be under the same name, the Orange and T-Mobile brands will remain separate.
"We can expect the Everything Everywhere brand top be more customer facing," said Day. "But the brands [both Orange and T-Mobile] will remain separate within the stores and in our communications."
The stores won't sell products from any other networks, just Orange and T-Mobile. Do you think it's a good idea to put the two brands under one newly-branded roof but maintain Orange and T-Mobile as separate brands? Or do you think it will be confusing for customers? Let us know in the comments below!
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Customers will associate with the new brand as they will know both Orange and T-Mobile and presumably will be able to use both stores for service, Top-ups etc. I'll bet they won't lose the Orange and T-Mobile logos as these are still strong brands.