The Orange, T-Mobile and Everything Everywhere fascias are set to disappear from the high street as 700 stores will be rebranded as EE from tomorrow.
Everything Everywhere, the business formed when Orange and T-Mobile merged, has trialled several brands but has opted to launch new fascia EE to coincide with its exclusive launch of the 4G mobile service which offers superfast internet.
EE chief of sales Marc Allera said the time was right for a new brand as it would be associated with the launch of the much sought after 4G service.
The retailer has invested £50m into the rebrand, £35m of which will be spent on store refits.
All stores will be rebagded as EE by tomorrow, however 80 stores will have full refits based on its Oxford Street flagship (pictured) by the end of the year.
The new fascia focuses on service and sales assistants have been trained on operating systems in particular, as Allera said that customers are increasingly asking for a specific systems rather than handsets.
He said: “We’ve invested much more in training. Customers are expecting sales assistants to be more knowledge on what is an increasingly complex and technical product.”
EE is vying to have designated experts in each operating system in each store.
The store will offer mobile phones on Orange, T-Mobile and Everything Everywhere tariffs.