The Orange brand launches in Sierra Leone

Natalie Bannerman
Published on:

Airtel Sierra Leone will now be re-branded as Orange Sierra Leone following its acquisition by Orange last year

Orange has launched its brand into Sierra Leone for the first time, following on from its acquisition of Airtel Sierra Leone with its Senegal-based partner Sonatel.

Orange completed the acquisition in July of last year, and now the company will now be re-branded as Orange Sierra Leone, marking the company’s presence in West Africa.

Commenting on the brand launch, Bruno Mettling, deputy chief executive officer of the Orange Group and chairman & CEO of Orange Middle East and Africa, said: “We are pleased to bring the Orange brand to Sierra Leone, bolstering our already strong presence in West Africa. The launch of the Orange brand confirms our confidence in the country’s on-going 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.”

As part of the Orange Group, the new Orange Sierra Leone arm will benefit from the French company's expertise, technical know-how and an extensive product and service portfolio, it claimed. In exchange the Orange group sets to benefit from considerable presence in the continent as well as the strong growth potential of Sierra Leone, which has a population of seven million.

Orange Sierra Leone earlier this year announced a modernisation and expansion plan to enhance the reliability, coverage and quality of its network, as well as its voice and data services. Since its acquisition Orange has invested $33 million in this expansion plan, resulting in 30 new radio sites on air. Over half of the entire mobile network has been upgraded to date. Overall it is keeping with the group’s strategy for Africa and the Middle East, which is to ‘position itself as a leader of the digital transformation and to bring its international expertise to support the development of new digital services’.

Sekou Drame, chief executive officer, Orange Sierra Leone, added: “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. 

"We remain committed to taking our network and services deeper into the country, right up to the doorsteps of each and every Sierra Leonean, with the aim of bridging the digital divide within the country. With the support of Orange and Sonatel we can truly deliver on this. I am confident that over the coming months Orange will win the hearts of customers in Sierra Leone and emerge as one of most admired brands in the country.”