diff --git a/homeassistant/components/flux_led/__init__.py b/homeassistant/components/flux_led/__init__.py
index 56f0f371d60..17dc28a5edf 100644
--- a/homeassistant/components/flux_led/__init__.py
+++ b/homeassistant/components/flux_led/__init__.py
@@ -122,6 +122,13 @@ async def _async_migrate_unique_ids(hass: HomeAssistant, entry: ConfigEntry) ->
     await er.async_migrate_entries(hass, entry.entry_id, _async_migrator)
 
 
+async def _async_update_listener(hass: HomeAssistant, entry: ConfigEntry) -> None:
+    """Handle options update."""
+    coordinator: FluxLedUpdateCoordinator = hass.data[DOMAIN][entry.entry_id]
+    if entry.title != coordinator.title:
+        await hass.config_entries.async_reload(entry.entry_id)
+
+
 async def async_setup_entry(hass: HomeAssistant, entry: ConfigEntry) -> bool:
     """Set up Flux LED/MagicLight from a config entry."""
     host = entry.data[CONF_HOST]
@@ -185,6 +192,10 @@ async def async_setup_entry(hass: HomeAssistant, entry: ConfigEntry) -> bool:
     await _async_sync_time()  # set at startup
     entry.async_on_unload(async_track_time_change(hass, _async_sync_time, 2, 40, 30))
 
+    # There must not be any awaits between here and the return
+    # to avoid a race condition where the add_update_listener is not
+    # in place in time for the check in async_update_entry_from_discovery
+    entry.async_on_unload(entry.add_update_listener(_async_update_listener))
     return True
 
 
diff --git a/homeassistant/components/flux_led/coordinator.py b/homeassistant/components/flux_led/coordinator.py
index 0a285518c66..5f2c3c097c0 100644
--- a/homeassistant/components/flux_led/coordinator.py
+++ b/homeassistant/components/flux_led/coordinator.py
@@ -28,6 +28,7 @@ class FluxLedUpdateCoordinator(DataUpdateCoordinator):
     ) -> None:
         """Initialize DataUpdateCoordinator to gather data for specific device."""
         self.device = device
+        self.title = entry.title
         self.entry = entry
         super().__init__(
             hass,
diff --git a/homeassistant/components/flux_led/discovery.py b/homeassistant/components/flux_led/discovery.py
index 34e8b4b0667..70ab8cb3fa5 100644
--- a/homeassistant/components/flux_led/discovery.py
+++ b/homeassistant/components/flux_led/discovery.py
@@ -24,7 +24,7 @@ from flux_led.scanner import FluxLEDDiscovery
 
 from homeassistant import config_entries
 from homeassistant.components import network
-from homeassistant.config_entries import ConfigEntry
+from homeassistant.config_entries import ConfigEntry, ConfigEntryState
 from homeassistant.const import CONF_HOST, CONF_NAME
 from homeassistant.core import HomeAssistant, callback
 from homeassistant.helpers import device_registry as dr
@@ -142,7 +142,9 @@ def async_update_entry_from_discovery(
         updates["data"] = {**entry.data, **data_updates}
         if title_matches_name:
             del updates["data"][CONF_NAME]
-    if updates:
+    # If the title has changed and the config entry is loaded, a listener is
+    # in place, and we should not reload
+    if updates and not ("title" in updates and entry.state is ConfigEntryState.LOADED):
         return hass.config_entries.async_update_entry(entry, **updates)
     return False
 
diff --git a/tests/components/flux_led/test_init.py b/tests/components/flux_led/test_init.py
index 89c5aee73d9..b0a2c5dd33b 100644
--- a/tests/components/flux_led/test_init.py
+++ b/tests/components/flux_led/test_init.py
@@ -14,7 +14,12 @@ from homeassistant.components.flux_led.const import (
     DOMAIN,
 )
 from homeassistant.config_entries import ConfigEntryState
-from homeassistant.const import CONF_HOST, CONF_NAME, EVENT_HOMEASSISTANT_STARTED
+from homeassistant.const import (
+    ATTR_FRIENDLY_NAME,
+    CONF_HOST,
+    CONF_NAME,
+    EVENT_HOMEASSISTANT_STARTED,
+)
 from homeassistant.core import HomeAssistant
 from homeassistant.helpers import entity_registry as er
 from homeassistant.setup import async_setup_component
@@ -278,3 +283,30 @@ async def test_name_removed_when_it_matches_entry_title(hass: HomeAssistant) ->
         await async_setup_component(hass, flux_led.DOMAIN, {flux_led.DOMAIN: {}})
         await hass.async_block_till_done()
     assert CONF_NAME not in config_entry.data
+
+
+async def test_entry_is_reloaded_when_title_changes(hass: HomeAssistant) -> None:
+    """Test the entry gets reloaded when the title changes."""
+    config_entry = MockConfigEntry(
+        domain=DOMAIN,
+        data={
+            CONF_REMOTE_ACCESS_HOST: "any",
+            CONF_REMOTE_ACCESS_ENABLED: True,
+            CONF_REMOTE_ACCESS_PORT: 1234,
+            CONF_HOST: IP_ADDRESS,
+        },
+        title=DEFAULT_ENTRY_TITLE,
+    )
+    config_entry.add_to_hass(hass)
+    with _patch_discovery(), _patch_wifibulb():
+        await async_setup_component(hass, flux_led.DOMAIN, {flux_led.DOMAIN: {}})
+        await hass.async_block_till_done()
+
+        hass.config_entries.async_update_entry(config_entry, title="Shop Light")
+        assert config_entry.title == "Shop Light"
+        await hass.async_block_till_done()
+
+    assert (
+        hass.states.get("light.bulb_rgbcw_ddeeff").attributes[ATTR_FRIENDLY_NAME]
+        == "Shop Light"
+    )