Brightstar, a global specialist in end- to-end device lifecycle management, distribution and repair, is highlighting its transformation from a mobile phone distributor to a complete tech protection and support provider with the adoption of a new name, Brightstar,
The rebrand follows a billion dollar investment in new systems and services and overseas expansion, including the acquisitions of WeFix and LucidCX in the UK and an investment of £50 million in a new call centre and handling facility in Crewe, with the creation of 700 jobs.
Likewize CEO Rod Millar said: “Over the past decade we have undergone a fundamental transformation, from a distributor to a tech protection and support company. We knew it was necessary to change the brand to accurately reflect
this profound shift. Likewize offers a much stronger sense of our identity and what we want to accomplish.”
Today, Likewize has operations in over 30 countries and four key specialisms: Tech Protection (tech insurance, extended warranty); Tech Repair; Tech Renewal (trade ins, recycling and certified devices, logistics and supply); and Tech Support.