Síminn shareholders approve parent company name change to Ásar

Shareholders of Síminn hf. approved changing the group’s name to Ásar hf. at a meeting on Thursday, mbl.is reported. The change is part of a transformation that has been under way in recent months, with growth in both internal development and acquisitions.

The group announced in December that it would acquire Opin kerfi and Öryggismiðstöð Íslands, subject to approval from the Icelandic Competition Authority. The acquisition of Greiðslumiðlun Íslands was completed in July, according to a company statement.

The group’s structure will also change. Its telecommunications and media operations will move to a new subsidiary that will retain the name Síminn ehf., while the parent company, Ásar, will focus on further growth and development.

Ásar CEO María Björk Einarsdóttir noted that the changes come as Síminn prepares to celebrate its 120th anniversary next week.