French operator Numericable-SFR is dropping the Numericable and Virgin brands in order to bring all activities in France under the SFR brand.
The move follows the acquisition of SFR by Patrick Drahi’s Altice group, which was first announced in February 2014.
Last week, the company informed the unions of the measures, which will also include the closing down of 62 shops affecting the jobs of 235 employees. However, Drahi made a commitment to maintain jobs for three years after the closing of the acquisition.
“The group’s premium offers will be carried by a single brand for fixed and mobile, SFR, which is better adapted to the group’s strategy,” management wrote in an internal memo, reports Le Parisien.
“The Numericable brand will first be dropped for new customers and eventually for the installed base, with the aim of migrating customers towards SFR.”
