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Mobile phone operator Orange is relaunching its retail outlets with

a new brand identity and almost doubling the size of the chain from 55

to 90 stores.

A change of fascia will see the stores rebranded ’The Orange Shop’,

whereas previous stores simply featured a logo and the word ’shop’. The

company has appointed Luton-based agency BMB to handle advertising for

the brand, with a media spend of over pounds 1m. BMB pitched against

incumbent 999, plus Adkins Wheeler and WCRS.

BMB’s work will kick off with national press advertising for the Orange

Shop brand, starting this week. According to Jeremy Silverstone, BMB

senior account director, national TV and radio ads are a possibility

later this year.

BMB will also create local and regional press and radio ads to raise

awareness of shop openings. Media buying is through Mediapolis.

The first Orange shops were converted from Hutchison Telecom Retail’s

mobile equipment stores in 1996. They sell Orange products and services

only.

Orange has no plans to change the interior of the shops, originally

created by Wolff Olins, which features a fishtank as a centrepiece.