Tech Data’s mobile distribution arm Brightstar Europe is changing its name next month in a major rebranding and marketing exercise.
The move follows Tech Data’s purchase of Brightstar Corp’s 50% stake in Brightstar Europe for $165.6m last month. The deal saw the mobile distribution business, which generates sales of more than $1.8bn a year, become a wholly owned subsidiary of Tech Data and end its five-year joint venture with Brightstar Corp.
As a result of the deal the division will undergo a major rebranding, taking on a new name and logo that will be kept under wraps until next month.
The new brand name will launch on 1 October and be backed by a substantial marketing campaign to familiarise customers and the market with the company’s new identity.
As part of the deal, Brightstar Europe’s former insurance and trade-in customers have been transferred to Brightstar Corp along with an unspecified number of employees.
Tech Data has not severed all its ties with Brightstar Corp. The two companies plan to work together on opportunities in Europe and Tech Data is still a partner in the TDMobility joint venture with Brightstar Corp in the US.
Editor: Carol Millett