The Shell brand is set to vanish completely from fuel stations in Finland, Sweden and Norway as operator St1 begins rebranding efforts across the region starting next week.
St1 confirmed it will begin converting approximately 630 Shell-branded stations into St1 locations, unifying its entire network of 1,250 sites under a single brand.
The change follows the expiry of a long-standing licence agreement that allowed the continued use of the Shell brand after St1 acquired the company's downstream operations in the Nordics over a decade ago.
The first site to switch will be in Ruskeasanta, Vantaa, shown in above photo, where new signage will be installed on Wednesday.
“The unified cross-Nordic St1 network is a strong channel for us to introduce more and more renewable energy products to our customers,” said Daniel Wandebäck, Head of Sales and Brands at St1 Nordic. Consistent development of our own brand and its offering helps us to remain even more competitive and efficient going forward.”
St1 originally acquired most of Shell’s Finnish and Swedish fuel station businesses in 2010, and its Norwegian operations in 2015. Since then, the company has operated a mix of Shell and St1 branded outlets across the region.
Full story Shell name retired as St1 takes over Nordic stations - Helsinki Times
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