St1 has completed the rebranding of its retail network, finalising the company’s transition to a One Brand strategy. In Finland, more than 170 Shell-branded stations have been converted into St1 stations, creating a nationwide network of around 470 sites.
The rebranding is part of a broader transformation across the Nordic countries, where a total of approximately 630 Shell-branded stations in Finland, Sweden and Norway have now been rebranded as St1.
As a result, the Nordic network comprises around 1,250 St1 energy stations. Alongside the rebranding, the company has unified its customer offerings and expanded both its EV charging and heavy-duty biogas networks.
The rebranding, which started in April, was finalised in Finland and Norway in November, following the completion in Sweden in August. St1 has previously operated both St1- and Shell-branded networks in Finland and Sweden, while in Norway all St1 stations were Shell-branded.
St1 entered into a long-term license agreement to use the Shell brand for retail operations when it acquired the majority of Shell’s downstream businesses in Finland and Sweden in 2010, and in Norway in 2015. With the current license agreement period now expiring, St1 is ready to fully embrace its own brand.
Full story St1 completes rebranding of its retail network | St1
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