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Job losses expected as SFR moves to drop Numericable brand

facade_campus_sfr_maxime_dufour__photographies_3Numericable-SFR is to drop the use of the Numericable brand and close down its retail outlets, with SFR becoming the marque for the company’s mobile and fixed-line programmes going forwards, according to a report in Le Parisien.

According to the magazine, Numericable-SFR management informed union representatives of the plan, implementation of which has long been expected, last week.

According to a document seen by Le Parisien, the group has decided the SFR brand is better adapted to the strategy of the group as a single marque for both fixed and mobile activities.

According to Le Parisien, Numericable-SFR will rebrand six of its 62 Numericable retail outlets as SFR and close the remainder. The magazine says that 235 jobs are at risk in total.

According to the report, Numericable-SFR will also phase out the Virgin Mobile brand, transferring prepaid customers to SFR’s low-cost marque Red, which competes with Orange-owned Sosh, and transferring contract customers to SFR.