Vodaphone Hutchison Australia has started on a multi-million-dollar exercise that will see all 93 of VHA's 3 mobile stores revamped as multi-branded Vodafone and 3 stores.
The rebranding is a key platform in VHA's plan to eliminate the 3 brand since the two companies merged a year ago and create a viable No 3 contender in the country's $13 billion a year mobile phone industry.
After the joint branding activity, 3 mobile branches will begin offering the entire Vodafone range of cellphones, mobile broadband devices, pre-paid and postpaid caps and plans from July 21. The shops will continue to sell 3 pre-paid and post-paid products.
VHA also aims to refit 120 of its 145 Vodafone outlets with an updated brand, new interactive features and a focus on enriching customer experience.
"This will help us over the longer term to move towards one brand and simplify the business and deliver for customers and continue sales momentum across both brands," said VHA chief executive Nigel Dews.
"The consistency will be terrific from an operating point of view and it will be terrific for our customers."
The first 3 and Vodafone branches will begin business in nine spots by July 6, with about 100 more shops accomplished for a grand relaunch on July 21.
The multi-billion-dollar rebranding follows a year after VHA terminated its outsourced retail model by shelling out nearly $80 million to bring 208 Vodafone-branded outlets back under direct control. The company has about 250 branches under its direct control and around 700 in its retail channels, including dealers, but intends to cull this to about 500.
The refit exercise succeeds the abandonment of VHA's ambitious two-year plan to beat Optus the No 2 mobile phone network by revenue in Australia.
VHA has more than seven million mobile phone subscribers on its network, accounting for about 28 per cent of the total industry revenue market share.