Blue Label Telecoms has announced its intention to rebrand as Blu Label Unlimited, marking a significant change in its corporate identity and strategic focus. The company officially communicated this proposal to its shareholders on Friday, July 11, 2025, and plans to seek their approval during a general meeting set for August 11, 2025.
This rebranding initiative is part of a larger corporate restructuring effort. As part of this transformation, Blue Label is separating its telecom and non-telecom business divisions to streamline its operations and adapt to changing market conditions.
The board of directors believes that the term “Telecoms” in the current name no longer accurately reflects the company’s diversified business model. By removing “Telecoms” from the name, the company aims to better illustrate its broadened offerings and future aspirations.
Moreover, the change from “Blue” to “Blu” is significant and goes beyond aesthetics. This adjustment aligns with the company’s updated trading identity and modernised branding, which has already been implemented across various marketing and digital platforms. The new name, Blu Label Unlimited, captures the company’s expansive vision and shifting identity, as stated by the board.
The name Blu Label Unlimited Group Limited has already been reserved with the Companies and Intellectual Property Commission (CIPC). Additionally, the Johannesburg Stock Exchange (JSE) has conditionally approved the name change, pending shareholder consent and successful filing and acceptance of special resolutions with the CIPC.
Once approved, the company will update its long and short names on the JSE to “Blu Label Unlimited” and “Blu,” respectively, while the JSE share code and ISIN will remain unchanged. The company will continue to maintain its listing on the main board of the JSE under the telecoms sector, thereby preserving its market history.
Founded in 2001 by brothers Mark and Brett Levy, Blue Label Telecoms initially operated as “The Prepaid Company.” The name “Blue Label” was inspired by the prestigious Johnnie Walker Blue Label whiskey, a brand that the founders associated with success and aspiration. In the early years, the brothers celebrated important business milestones by opening a bottle of whiskey, documenting the details of the deal on the bottle’s back, and signing it—a tradition that eventually led to the company’s name.
The proposed change to Blu Label Unlimited signifies a new chapter in the company’s evolution, reflecting both its legacy and forward-looking strategy.
