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Brightstar changes name to Likewize

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. 

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TechnologyReseller: 2021