Blue Label Announces Name Rebrand to ‘Blu Label Unlimited’ as Cell C Takeover Advances
The group is actively reshaping its business to ensure sharper operational focus, especially as it prepares to take greater control of Cell C, one of South Africa’s major mobile operators
Blue Label Telecoms, the Johannesburg Stock Exchange-listed technology group, has formally announced plans to change its corporate name to Blu Label Unlimited Group Limited, marking a pivotal step in its broader transformation strategy.
In a statement to shareholders, the company outlined that the proposed name change—subject to shareholder approval—reflects its ongoing internal restructuring and a renewed strategic direction. The move aims to better represent the company’s diversified business model, as it separates its telecommunications operations from its non-telecom units.
“In light of this strategic shift, the Board believes it is prudent for the Company’s name to reflect this new direction by omitting the reference to ‘telecoms.’ Furthermore, the adjustment of the term ‘Blue’ to the abbreviated form ‘Blu’ aligns with the recent adoption of the trading name and logo ‘Blu’ across various marketing platforms,” the circular stated.
If approved, the new name—Blu Label Unlimited Group Limited—will become effective by 27 August 2025, with trading on the JSE under the short name ‘Blu’. The company will retain its share code (BLU) and remain listed in the Telecoms sector.
The name reservation has already been secured with the Companies and Intellectual Property Commission (CIPC), and the JSE has conditionally approved the change, pending completion of regulatory and shareholder processes.
This rebrand forms part of Blue Label’s significant restructuring efforts. The group is actively reshaping its business to ensure sharper operational focus, especially as it prepares to take greater control of Cell C, one of South Africa’s major mobile operators. The group has hinted at the possibility of listing Cell C separately on the JSE once stabilisation efforts are complete.
By decoupling the “Telecoms” label from its corporate identity, the company aims to reflect a more agile and forward-looking posture in both local and international markets.
A General Meeting will be held virtually on Monday, 11 August 2025, to allow shareholders to vote on the resolutions required to finalise the name change and related amendments to the company’s Memorandum of Incorporation. Proxy forms and voting instructions have already been circulated and are available online.
Shareholders have until 29 July 2025 to acquire shares that qualify for voting. The final record date for the name change will be 29 August 2025, with accounts updated to reflect the new name from 1 September 2025.
The company has assured shareholders that no additional action is required for dematerialised holdings, while certificated shareholders are encouraged to dematerialise their shares to align with updated trading formats.
