Optus is to abandon the Optus World retail brand and will rebrand all stores under the yes banner.
The carrier is spending some $30 million (on top of $50 million it has already spent) to sure up its retail chain in the next three years.
Managing director of Optus Consumer, Warren Hardy, said its retail outlets would continue to expand into digital media products - including laptop and broadband bundles, personal digital assistants, and subscription TV packages.
Launching its first yes store in the Sydney suburb of Parramatta, the new look will be gradually rolled out to its 146 other retail outlets progressively over the next three years.
Hardy said the carrier would also launch new stores, the first being an outlet in the regional NSW town of Bathurst in May. These stores will give prominence to the carrier's animal/zoo branding, and will each feature seven large plasma television displays.
Optus also sells its products through a network of independent retailers including AllPhones, Network Communications, Ryda, Strathfield and TeleChoice.