The head of the French telecoms group Orange, Stéphane Richard, has said he was “radically opposed” to any trade boycott of Israel after a recent row in which he said he would review ties with the country.

“It was never the question for a second that Orange would withdraw from Israel,” he told the French TV station BFMTV.

He confirmed he would travel to the Jewish state soon following an invite from the Israeli prime minister, Binyamin Netanyahu.

The chief executive said last week in Cairo that his firm sought to withdraw its brand from Israel. His comments were seen as a reaction to a report accusing Orange of supporting settlement activity in the occupied territories through its relationship with Israel’s Partner Communications.

Israel responded by accusing Richard of bowing to a Palestinian-led boycott campaign.

Richard tried to limit the damage by insisting there was no political motivation and telling AFP at the weekend that he “sincerely regrets” the furore.

Partner, Israel’s second-largest mobile operator, which has a licence to use the Orange brand, insisted that he travel to the country to explain himself and Richard was quick to accept an invitation from the government.