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.
By October 30, 2012, which was the debut date for EE's 4G network, Orange and T-Mobile stores were to be rebranded as EE stores. These renamed stores would carry products from all three brands within the company.