Why yellow is soon turning red
Nordic service station company St1 will become a lot more visible in Scandinavia. The Helsinki based company is planning to unify its 1,270 stations under the St1 brand once the current brand license agreement with Shell is over.
St1 has nationwide networks of St1 and Shell branded retail sites in Finland, Sweden and in Norway. The network consists of marketplaces where there are also convenience stores, restaurants, and car washes.
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 cross-Nordic network is our retail business’ forte and a strong channel to introduce more and more renewable energy products to our customers”, said Hilde Wahl, who is Sales & Brands Business Unit Leader at St1.
St1 Nordic Oy calls itself 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. Headquartered in Helsinki, St1 employs more than 1000 people.