Everything Everywhere is to open 30 more stores across the UK, using the company's new brand.
When T-Mobile UK and Orange UK completed their merger just over a year ago, the resulting company was called Everything Everywhere. However, the T-Mobile and Orange brands were retained for the company's services and for storefronts.
Then, in February and only on a trial basis, the company opened five stores using the Everything Everywhere branding. At Mobile World Congress shortly afterwards, ZDNet UK spoke to an executive from Orange parent company France Telecom, who expressed surprise when told Everything Everywhere was being tested out as a customer-facing brand.
On Wednesday, Everything Everywhere said the pilot had been a resounding success, with footfall up more than 25 percent compared to rivals' stores, and customers more likely to recommend the company's services. Therefore, it said, the 30 stores it intends to open this year will all carry the new branding.
"The new stores will be branded Everything Everywhere and will sell Orange and T-Mobile products," Everything Everywhere chief executive Tom Alexander said in a statement. "It means that by the end of this year we'll have created more opportunities for our people, more choice for our customers and more potential for our business."
However, a spokeswoman for the company told ZDNet UK on Wednesday that the 720 existing Orange and T-Mobile stores would retain their branding, "based on a strategic plan to determine the best brand strategy going forward".
According to Everything Everywhere's statement, the company is continuing to trial other retail formats such as concessions and 50/50 joint Orange and T-Mobile shops.