Orange has announced the official launch of its brand in Sierra Leone and the removal of Airtel Sierra Leone branding. Today’s launch follows the telco’s 100% acquisition of Airtel Sierra Leone in 2016 together with its Senegal-based partner Sonatel which allowed the Orange Group to reinforce its presence in West Africa.

Bruno Mettling, deputy CEO of the Orange Group says they are pleased to bring the Orange brand to Sierra Leone as it will bolster their presence in West Africa.

“The launch of the Orange brand confirms our confidence in the country’s ongoing economic recovery and our commitment to bring all the benefits of new digital services to Sierra Leoneans in the framework of a fair, transparent and clear partnership that will enable it to be established over time.”

Orange says its has invested US$33 million in a modernisation and expansion plan since the acquisition in a bid to enhance the reliability, coverage, and quality of its network as well as its voice and data services.

“As of mid-October, the majority of investments have already been realised with 30 new radio sites on air and over half of the entire mobile network upgraded.” details the telco in its statement.

Orange adds that with a population of seven million people, Sierra Leone has significant potential for growth in mobile services.

“Orange has committed itself to improving the quality and availability of its services by venturing into untapped and underserved geographical areas, offering to the people of Sierra Leone the innovation that Orange is delivering elsewhere.”

Following the rebranding, the company says Orange Sierra Leone will rank with one of the world’s most powerful brands and stands to benefit from being part of a large international group.

“As part of Orange, it will gain access to the Group’s expertise, technical know-how and an extensive product and service portfolio. With its considerable presence on the African continent, a strategic focus for the Group, Orange offers strong growth potential for its Sierra Leonean operation.”

Sekou Drame, CEO of Orange Sierra Leone says customers will enjoy lasting benefits from the newly launched brand.

“The launch of the Orange brand comes with a promise to meet the emerging needs of customers with innovative, affordable and relevant solutions that will empower consumers, giving them the freedom to do what they choose and provide them with the tools to meet life’s daily challenges.”