Blue Label Telecoms has announced a proposed name change to Blu Label Unlimited, signaling a pivotal shift in its corporate identity and strategic direction. The company formally notified shareholders of this proposal on Friday, 11 July 2025, and will seek their approval at a general meeting scheduled for 11 August 2025.
This proposed rebranding comes amid a broader corporate restructuring initiative. As part of this transformation, Blue Label is in the process of separating its telecoms and non-telecoms business units, a move aimed at streamlining operations and aligning its structure with evolving market demands.
In light of this strategic realignment, the board of directors believes that the current name, which includes the term “Telecoms,” no longer accurately reflects the company’s diversified business model. The removal of “Telecoms” from the name is intended to better represent the company’s expanded scope and future ambitions.
Additionally, the subtle change from “Blue” to “Blu” is not merely cosmetic. It aligns with the group’s updated trading name and refreshed branding, which have already been rolled out across various marketing and digital platforms. The new name, Blu Label Unlimited, is designed to encapsulate the company’s broader vision and evolving identity, according to the board.
The company has already reserved the name Blu Label Unlimited Group Limited with the Companies and Intellectual Property Commission (CIPC). Furthermore, the Johannesburg Stock Exchange (JSE) has conditionally approved the name change, pending shareholder approval and the successful filing and acceptance of the necessary special resolutions with the CIPC.
Upon approval, the company’s long name and short name on the JSE will be updated to “Blu Label Unlimited” and “Blu”, respectively. However, the JSE share code and ISIN will remain unchanged. The company will also retain its listing on the main board of the JSE, under the telecoms sector, preserving its market history and legacy.
Founded in 2001 by brothers Mark and Brett Levy, Blue Label Telecoms originally operated under the name “The Prepaid Company.” The name “Blue Label” was inspired by the premium Johnnie Walker Blue Label whiskey, a brand the founders associated with success and aspiration. In the early days, the brothers would celebrate major business milestones by opening a bottle of the whiskey, jotting down the details of the deal on the back of the bottle, and signing it—a tradition that ultimately inspired the company’s name.
The proposed rebranding to Blu Label Unlimited marks a new chapter in the company’s journey, reflecting both its heritage and its forward-looking strategy.
