St1 to rebrand entire Shell network in Finland, Sweden and Norway
The retailer will transform approximately 630 outlets to unify its 1,250-site network under one banner.
St1 will consolidate all its retail operations under one brand across the Nordic countries, rebranding all of its approximately 630 Shell branded sites.
This marks the beginning of a unified energy station network consisting of 1,250 locations. The rebranding of sites will start in April and the process won’t halt daily operations, as the stations will remain open to serve customers.
“The unified cross-Nordic St1 network is a strong channel for us to introduce more and more renewable energy products to our customers. Consistent development of our own brand and its offering helps us to remain even more competitive and efficient going forward”, said Daniel Wandebäck, Head of Sales and Brands in St1 Nordic.
The company acquired the majority of Shell's downstream business operations in Finland and Sweden in 2010, and in Norway in 2015, entering into a long-term licence agreement, which is now set to expire.
St1 has had both St1 and Shell branded networks in Finland and Sweden, whereas in Norway all St1’s stations have been Shell branded.
