St1 continues rebranding with ten more stations in Finnish Lapland
Company strengthens its presence in northern Finland while keeping familiar services for customers.
St1 is rolling out its One Brand strategy across the Finnish Lapland region this summer by rebranding ten fuel stations currently operating under the Shell name.
The move is part of the company’s plan to unify its Nordic retail network under the St1 brand as its licensing agreement to use the Shell brand draws to a close. Rebranding work began earlier this spring in the Helsinki area and is now underway in Lapland, with sites in Rovaniemi, Pello, Ranua, Tornio, Karigasniemi, and Kittilä switching to the new St1 identity during June and July.
Despite the updated forecourt branding, customers will still find the familiar HelmiSimpukka restaurants and express stores at these locations, with the same staff continuing to serve the community. Fuel sales and dining services will remain open throughout the transition.
“We remain committed to delivering a high-quality, seamless service experience to our customers. Fuel sales and HelmiSimpukka restaurants will remain open during the rebranding work,” says Juha Vanninen, Head of Retail for St1 Finland.
St1 has operated Shell-branded stations since 2010 but is now bringing all retail sites in Finland, Sweden, and Norway under a single identity. By the end of the rebranding process, St1 expects to have around 1,250 energy stations across the Nordic region, positioning itself to further develop local energy services for the future.
