Selectel Wireless Has Quietly Been Expanding Through The Addition of Branded Stores

Last September, NWIDA reported that Selectel Wireless had acquired several independent wireless dealers and cell phone repair shops. Now, a new prepaid report from Wave7 Research provides more detail: In early May, Selectel announced on Facebook that it now has 70 corporate stores open, up from 65 stores in early March. Over the past year, Selectel’s Facebook page has regularly highlighted new store acquisitions and openings, showing steady growth in both store count and online presence. The brand now has over 11,000 Facebook followers and launched a YouTube account in February 2025, though it currently has just 41 subscribers.

Selectel Wireless has been in operation since 2008, and is headquartered in Fremont, Nebraska. They are one of the few brands that does not have a coverage map on their website to help make it clear which network(s) they use and and if the network will work in a potential subscriber's location. Selectel has historically used Verizon's network which still seems to be the case today. Their homepage says they have "the best coverage on the nation's largest and most reliable network," which is a tagline Verizon has used.

Selectel Wireless Isn't The Only MVNO With Branded Stores

In September 2023, BestMVNO reported that AirVoice Wireless had started opening stores of its own. The company had ambitious plans to open "many" stores through the year 2025. However, those plans appear to have stalled. As of 6/5/25 they only have three branded stores open, one in Fountain Valley, California, and two in Houston, Texas. The store in California opened on April 1, 2025.

One independent MVNO that has been opening branded stores at a feverish pace is Consumer Cellular. In early May, BestMVNO reported that Consumer Cellular opened its 39th store. Last week, Consumer Cellular's Vice President of National Retail, Justin Gorman, announced on LinkedIn they had opened their 44th store. Colorado Springs is the newest location.

“I think Selectel Wireless zigs, while others zag.  Few MVNOs, Consumer Cellular aside, open up their own stores.  Also, most prepaid MVNOs are focused on urban markets, while Selectel is largely focused on rural markets.” – Jeff Moore, Principal of Wave7 Research

Branded retail stores are often effective for customer acquisition, but MVNOs rarely open them. Selectel, Consumer Cellular, and AirVoice are notable exceptions, each taking a different approach: Selectel has grown mainly by acquiring independent dealers, while Consumer Cellular has focused on building out new, uniform retail spaces. Acquiring existing dealers is usually the fastest and most cost-effective way to expand, but building new stores from scratch allows for more modern, consistent facilities.