Africa Internet Group is rebranding its ecommerce operations - including hotel booking site Jovago - under the Jumia brand.
Jovago will become Jumia Travel. The new URL is live today, while Jovago.com is redirecting to the new site.
Africa Internet Group is also changing its name to Jumia. It was founded in 2012 as a joint venture between German incubator Rocket Internet and telecoms group Millicom. Jovago itself was launched in 2013.
The site has 25,000 hotels in Africa - which it claims is the largest number of any OTA. It also has some 200,000 other hotels elsewhere in the world available.
Africa Internet Group, as was, picked up Euro 75m in funding from insurance giant AXA in February, with reports saying that this valued the business at more than one billion dollars, making it Africa's first unicorn.
Other investors in Jumia include mobile services providers MTN Group and Orange, with Goldman Sachs leading a $326 million round this March.
MTN Group is active across Africa, Asia and the Middle East and linked up with Amadeus Capital Partners (nothing to do with the travel tech giant) to invest $40 million in another African online travel player Travelstart.
Jumia, an online retailer, was the name of Africa Internet Group's most successful ecommerce brand so the idea to use that as the umbrella makes sense. So while Jovago becomes Jumia Travels, homes and interiors site Lamudi becomes Jumia House; food delivery brand Hellofood becomes Jumia Food and jobs site Everjobs becomes Jumia Jobs. Cars, classifieds and logistics services will also be run as Jumia.
"Operating under the same brand name reinforces the legitimacy of proposing other services to our customers and to our sellers. We want to have one strong brand that is trusted and loved by our customers across Africa,” its statement said.
Related reading from Tnooz:
Mobile dominates Nigeria’s hotel bookings (June 2016)
Travelstart captures $40 million round, plots African expansion (Feb 2016)
Startup pitch: Africabookings is a central reservation system for hotels (July 2015)