Blue Label’s name change approved
Cell C owner Blue Label Telecoms has received the requisite shareholder approval to change its name to Blu Label Unlimited.
The group announced the proposed name change in July and set it down for a shareholder vote last week.
As rationale for the change, the company said it is undergoing a significant restructuring process that involves the separation of its telecoms and non-telecoms business units.
In light of the shift, the board said it would be prudent for the company’s name to reflect this new direction by omitting ‘Telecoms’.
BusnessTech reports that the ‘abbreviation’ of Blue to Blu is to reflect recent changes to the group’s trading name and logo across various marketing platforms.
The board said that Blu Label Unlimited is a more fitting representation of the ‘company’s evolving identity and business focus’.
The group will start trading under the new name from 3 September 2025.
The JSE long name and short name of the company will change to ‘Blu Label Unlimited’ and ‘Blu’, respectively.
However, the JSE share code and ISIN will not change.
The company will retain its history and will remain listed in the telecoms sector on the main board of the JSE.
Blue Label was founded by brothers Mark and Brett Levy in 2001, deriving its name from the famous Johnnie Walker Blue Label whiskey brand.
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