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Brightstar rebrands to become Likewize as part of business transformation

Paul Lipscombe
August 18, 2021

Acquisition follows the firms desire to move away from distribution towards a solutions provider

Brightstar has announced it has rebranded to become Likewize, as the tech firm looks to showcase its transformation to a solutions based business.

It comes as Brightstar is moving away from its origins as a distributor to become a ‘complete tech protection and support provider’.

The rebrand follows the business investing significantly in boosting its services business with over $1bn USD spent on industry-leading businesses and services.

This investment includes the acquisition of ‘we come to you’ repair business WeFix in the UK and premium tech support firm LucidCX.

It also follows significant investment in the UK business, which has included the £50m investment into the company’s new customer contact centre in Crewe.

Across the pond, Likewize has also announced that a new state-of-the-art fulfilment centre will open in Dallas Fort Worth, enhancing the US footprint of the business.

Commenting on the rebranding of the business, Likewize CEO Rod Millar (pictured) said: “At its core, the company was founded to identify ways of giving people easy access to technology.

“Since then, we have continually expanded our capabilities to solve the evolving problems of the technology industry. Over the past decade we have undergone a fundamental transformation journey, from a distributor to a tech protection and support company.

“Due to the company changing fundamentally, we knew it was necessary to change the brand to accurately reflect this profound shift. Likewize offers a much a stronger sense of our identity and what we want to accomplish.”

Likewize operates across 30 countries, with clients including Barclays, Amazon, Tesco, Vodafone, Samsung and O2.

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