Blue Label Telecoms, majority owner of mobile operator Cell C, announced plans to change its name to Blu Label Unlimited Group as part of a significant restructuring effort on Friday, July 11.
The company is separating its telecoms and non-telecoms business units and wants a name that better reflects this new direction by removing the word “Telecoms.”
Name change reflects new business focus
The board explained that changing “Blue” to the abbreviated “Blu” aligns with the recent adoption of its trading name and logo across marketing platforms.
The new name, Blu Label Unlimited Group, has already been reserved with the Companies Intellectual Property Commission (CIPC), and the Johannesburg Stock Exchange (JSE) has approved the change, pending shareholder approval at a general meeting scheduled for August 11, 2025.
While the company’s JSE share code and ISIN will remain unchanged, its long and short names on the exchange will become “Blu Label Unlimited” and “Blu,” respectively.
Blue Label will continue to be listed in the telecoms sector on the JSE Main Board, maintaining its history despite the rebranding.
This rebrand coincides with Blue Label’s ongoing acquisition of a controlling stake in Cell C, which currently holds over 73% economic interest after a recent 10% increase through its subsidiary, The Prepaid Company.
The restructuring aims to streamline operations and unlock shareholder value, including exploring the potential separate listing of Cell C on the JSE to improve transparency and financial sustainability.
Cell C has struggled with inconsistent financial reporting in recent years. Listing it separately would compel regular, reliable disclosures, helping to address its heavy debt burden and improve investor confidence.
Founded by Mark and Brett Levy in 2001, Blue Label derived its name from the Johnnie Walker Blue Label whiskey brand, symbolising aspiration and success.
The company’s new identity as Blu Label Unlimited signals a fresh phase in its growth and diversification strategy.
The final record date for the name change is August 29, 2025, and accounts will be updated to reflect the new name from September 1, 2025.