Three UK Shuts Down Swindon’s Relish Broadband

The Strategic Evolution of Three UK’s Broadband Expansion: From Relish to 5G Dominance
The telecommunications landscape in the UK has long been a battleground for innovation, with providers racing to deliver faster, more reliable connectivity. In 2017, Three UK made a bold move to solidify its position in this competitive arena by acquiring UK Broadband Limited, the operator of the fixed wireless broadband service Relish. This £250 million deal wasn’t just about adding another brand to Three’s portfolio—it was a calculated step toward addressing gaps in traditional broadband infrastructure, particularly in underserved urban areas. But as with any corporate maneuver, the journey from acquisition to integration—and eventually, to the sunset of the Relish brand—reveals a tapestry of strategic wins, customer challenges, and the relentless march toward next-gen technology like 5G.

The Relish Acquisition: A Spectrum Play with Purpose

Three UK’s purchase of UK Broadband wasn’t merely about acquiring customers; it was a spectrum gold rush. The deal included roughly 40MHz of bandwidth across the 3.4GHz, 3.6GHz, and 3.9GHz bands—frequencies critical for delivering high-capacity wireless broadband. At the time, Relish had carved a niche with its fixed wireless access (FWA) network, serving areas like Swindon, Reading, and central London where wired broadband was either spotty or nonexistent. By harnessing Relish’s 4G-based infrastructure, Three gained an instant foothold in the fixed broadband market without the costly delays of laying fiber.
Yet the real genius lay in the timing. The UK government had been pushing for universal broadband coverage, and Ofcom’s spectrum auctions were heating up. Three’s acquisition preemptively secured valuable airwaves, positioning it to compete with BT and Virgin Media. Critics initially questioned the £250 million price tag, but the move proved prescient: it allowed Three to bypass the logistical nightmares of wired expansion while future-proofing its network for the 5G era.

Rebranding Relish: Unification and Growing Pains

By 2019, the Relish name began fading into oblivion as Three UK rebranded the service under its own banner. The logic was sound—consolidating brands simplifies marketing and aligns services under a single corporate vision—but the execution stumbled. Customers accustomed to Relish’s quirky, independent vibe were suddenly handed Three-branded routers and vague assurances about “improved service.”
Behind the scenes, the rebrand masked a deeper pivot. Three invested in upgrading Relish’s legacy 4G towers to handle higher traffic loads, while introducing competitive pricing packages to lure customers from traditional ISPs. But the human element proved tricky. Longtime Relish users, many in rural pockets of Swindon or London’s tech-dead zones, were wary of losing their reliable, if unglamorous, connection. Three’s challenge wasn’t just technical; it was about trust. A poorly worded 2025 shutdown notice—vaguely warning customers their service would “no longer be available”—sparked panic, revealing how delicate these transitions can be. The lesson? Spectrum assets are worthless without clear communication.

The 5G Endgame: Sunsetting Relish for a Faster Future

Three’s announcement to retire Relish’s Swindon service by May 2025 isn’t just an endpoint—it’s a strategic realignment. The company has aggressively rolled out 5G home broadband, boasting speeds up to 10 times faster than 4G with latency so low it could support real-time gaming or telemedicine. For Three, clinging to Relish’s aging 4G infrastructure would be like driving a horse-drawn carriage on a motorway.
But the shift isn’t without friction. Relish’s FWA technology was a lifeline for customers in broadband “not-spots,” and not all areas earmarked for 5G upgrades will see immediate coverage. Three’s bet hinges on its ability to migrate users seamlessly while avoiding the PR disasters that plagued competitors (remember Vodafone’s 3G shutdown backlash?). Early signs are promising: Three’s 5G network now reaches over 60% of the UK population, and its home broadband packages undercut rivals on price. Still, the ghost of Relish lingers as a cautionary tale—acquisitions may buy market share, but retaining customers demands more than just rebranding.
Three UK’s journey from Relish acquirer to 5G evangelist mirrors the broader telecom industry’s evolution. The £250 million deal was a masterstroke in spectrum strategy, but the real test lay in integrating technology, reassuring customers, and pivoting toward the future without leaving users behind. As the Relish era fades, Three’s success will hinge on whether it can turn its 5G ambitions into household ubiquity—proving that in telecom, the next big thing is only as good as the last satisfied customer.