Virši begins rebranding former Astarte fuel stations in Latvia
First eight sites transition as company expands convenience and fuel network.
Latvian energy company Virši has begun operating the first eight service stations acquired from Naftimpeks, marking the initial phase of rebranding sites previously under the Astarte name. The transition covers locations in Eleja, Tērvete, Jelgava, Brankstūri, Tukums, Dobele, Aizpute and Roja, with further integration planned across the network.
The stations are already functioning under the Virši brand, offering fuel services and a basic convenience store range while undergoing gradual upgrades. Renovation work on both interiors and exteriors is expected to continue through the coming months, with the goal of aligning all sites with Virši’s retail and service standards by the end of the year.
The development follows regulatory approval for Virši to acquire long-term lease rights to 17 stations from Naftimpeks, supporting the company’s strategy to strengthen its footprint across Latvia. Service continuity remains in place during the transition, with customers able to access fuel and retail services throughout the upgrade process.
“This is an important step in the development of the Virši network and in strengthening our presence across Latvia’s regions,” said Jānis Vība, Chairman of the Management Board of Virši, adding that investments in the integration process are expected to support market share growth and long-term strategic objectives.
Virši currently operates 92 service stations nationwide, combining fuel retail with convenience offerings. The phased rollout reflects the company’s approach to scaling its network while maintaining operations during site conversions.
