Midlands retail chain Go Mobile, the sister business of distributor Shebang, has signed with Orange to run some of its 42-strong retail estate as Orange franchise stores.
It expects a further 10 Orange franchises by the end of the year, Mobile News understands.
The franchise scheme, starting with a single Go Mobile site in Bridlington in East Yorkshire, will see dealerships operate under the Orange signage, with stock preference and a superior commercial arrangement.
Orange reduces its financial risk on the store by leasing its brand, and its partners gains some of the benefits of running a direct sales outlet.
The scheme follows a similar model rolled out by O2. Independent retailers JAG and Fonehouse are also running franchise schemes.