Cell C’s majority owner, Blue Label Telecoms, has formally obtained shareholder approval to change the company’s name.
The business will change its name to Blu Label Unlimited on September 3, 2025, a significant turning point in its continuous evolution.
The proposed rebranding was first announced in July 2025, and the final shareholder vote was held last week.
Delineating the group’s telecommunications and non-telecommunications operations clearly is the goal of a larger strategic restructuring initiative that the decision aligns with.
The company’s board claims that the name’s intentional change in emphasis is reflected in removing the word “Telecoms.”
As the company moves beyond its traditional telecom roots, the new name will better reflect its future goals and diversified portfolio.
More than name change
The slight alteration from “Blue” to “Blu” is also more than just a style choice. It signals a modernised and cohesive brand presence, mirroring changes already made to the company’s trading name and visual identity across marketing platforms.
The board stressed that Blu Label Unlimited, which positions the company for growth in current and emerging markets, embodies the company’s expanding vision and renewed strategic direction.
The company will update its long name and short name on the Johannesburg Stock Exchange (JSE) to “Blu Label Unlimited” and “Blu,” respectively.
However, its ISIN and share code will not change. The business will also remain listed on the JSE’s main board under the telecommunications sector.
Blue Label’s evolution
When brothers Mark and Brett Levy established Blue Label Telecoms in 2001, it was known as “The Prepaid Company.”
The name “Blue Label” came from the high-end Johnnie Walker Blue Label whiskey, representing achievement and ambition.
The company’s branding was eventually influenced by the founders’ early custom of signing the back of a Blue Label bottle to mark significant business transactions.
Financial results to be published before name change
The company is scheduled to publish its final financial results under the Blue Label Telecoms name before changing it on August 28, 2025.
In an August 21 trading update, the group predicted a massive spike in headline earnings, anticipating a more than 500 per cent rise for the fiscal year ending in May 2025.
The headline earnings per share (HEPS) are expected to increase by 517 per cent to 521 per cent year over year to between 380.85 and 383.80 cents from 73.64 cents the year before.
Additionally, the company cautioned shareholders about trading its shares because it is still looking into strategic options to unlock additional value. A significant reorganisation involving Cell C, one of its primary assets, is part of this.
Blue Label’s plan to acquire Comm Equipment Company
Blue Label declared in May 2025 that Cell C would purchase Comm Equipment Company (CEC) in return for more Cell C stock. Since then, the Competition Tribunal has given the deal its unqualified approval.
The Prepaid Company (TPC), a Blue Label subsidiary that also owns most of Cell C, will no longer own CEC; instead, Cell C will completely control it.
The group pointed out that additional approvals are still needed for the restructuring’s complete terms and associated transactions, which are being finalised in consultation with financial advisers.
“Shareholders are therefore advised to continue exercising caution when dealing in the company’s securities until a further announcement is made,” the company stated.