Victoria Electricity, the largest of the second tier electricity retailers, which also marketed itself as SA Electricity, Queensland Electricity and NSW Electricity in each respective state, has recently given itself a major refresh and rebranded itself as Lumo Energy.
Lumo is an acronym in particle physics for “lowest unoccupied molecular orbital” – if you really want to know more you can start by looking at wikipedia.
Lumo seems like a fresh new brand – the energy market definitely needs a facelift – and seems to be taking a few cues from the Virgin marketing handbook. It will be interesting to see whether the company’s culture will also change to be more customer centric in line with its new brand values.
Lumo Energy is offering three energy plans – Options, Advantage and Life (10% or 100% green power) – to new customers. These will be added shortly to our search results.
Lumo Energy is owned by NZ company Infratil.