In September 2012, Orange's parent company EE announced that all Orange and T-Mobile stores were to be re-branded as EE stores by 30 October 2012, the launch date of their 4G network, offering products from all three brands of the company.
Starting in September 2012, Orange and T-Mobile stores would be rebranded as EE stores on October 30, 2012, coinciding with the introduction of EE's 4G network. These renamed stores would stock products from all three brands under the company.