St1 to rebrand its network of Shell sites

St1 has nationwide networks of St1 and Shell branded retail sites in Finland, Sweden and in Norway. When St1 acquired the majority of Shell's downstream business operations in 2010 in Finland and Sweden, and in 2015 in Norway, the company entered into a long-term license agreement to use the Shell brand at the acquired part of the retail operations. After the current agreement period, St1 will move to a one brand strategy focusing its entire retail operations under the St1 brand. The current brand license agreement remains unchanged for another couple of years, so the changes will become visible at site level only after that period.

The Energy transition company St1 has cross-Nordic retail network, comprising approximately 1,270 St1 and Shell branded retail sites across Finland, Sweden, and Norway together with a growing network of gas distribution and EV charging points. The network consists of marketplaces where there are, in addition to fuels and EV charging, also convenience stores, restaurants, and car washes. Renewable fuels make up an important share of St1’s premium liquid fuels offering. Renewable fuels accounted for 17.4% of the company’s net sales in 2022. 

“Consistent development of our own brand and its offering helps us to remain even more competitive and efficient in a challenging market situation and we will achieve that by doubling the visibility of the St1 brand in the markets. The cross-Nordic network is our retail business' forte and a strong channel to introduce more and more renewable energy products to our customers together with new services. One brand strategy also supports our energy transition roadmap. With that roadmap, we have created a strong link from our vision – to be the leading producer and seller of CO2-aware energy – to our strategic focus areas in the short- and mid-term, and our plans for years to come”, says Hilde Wahl, Sales & Brands Business Unit Leader at St1.

More information:
Liisa Joenpolvi, Head of Nordic Communications and Media relations at St1 +358105572419

St1 Nordic Oy is an energy group whose vision is to be the leading producer and seller of CO2-aware energy. The Group researches and develops economically viable, environmentally sustainable energy solutions. St1 focuses on fuels marketing activities, oil refining and renewable energy solutions such as waste-based advanced biofuels and industrial wind power. The Group has 1270 St1 and Shell branded retail stations and gas filling points in Finland, Sweden and Norway. Headquartered in Helsinki, St1 employs currently more than 1000 people.

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