Energy company St1 transitions to a One Brand strategy in Finland, Sweden and Norway

When St1 acquired the majority of Shell's downstream business operations in Finland and Sweden in 2010, and in Norway in 2015, the company entered into a long-term licence agreement to use the Shell brand at the acquired part of the retail operations. The current license agreement period will now expire. St1 has had both St1 and Shell branded networks in Finland and Sweden, whereas in Norway all St1’s stations have been Shell branded.

One Brand strategy serves the customers

The Nordic station network is the strength of St1’s retail business. As part of the rebranding, St1 has been renewing and unifying its customer offer across the Nordic retail network to enhance further the customer experience.

The visibility of St1 brand will be doubled across the Nordic countries. The retail network has more than 150 million customer visits annually. The network of marketplaces offers fuels, growing number of EV charging, biogas filling points for heavy-duty transport and car wash, alongside stand-alone convenience stores and restaurants, that cater to the many needs of customers on the go. 

“It is so exciting that the extensive planning phase is now over, and we can begin introducing our new and fresh St1 stations. However, all things don't change, after all. We greatly value the loyalty of our customers and our stores and restaurants on the same marketplace will continue to offer their favourite products, served by the same professional and friendly staff – now dressed in new stylish uniforms. For example, our local all-time favourite - homemade meatballs - will still be served in our Finnish HelmiSimpukka restaurants", says Juha Vanninen, Head of Retail, St1 Finland.

Strong network supports St1’s energy transition roadmap

The One Brand strategy and the strong cross-Nordic network are important part of St1’s energy transition roadmap implementation in the long-term.  Today, St1 recycle fatty food waste to produce renewable fuels. Company’s energy portfolio encompasses biogas, Sustainable Aviation Fuel (SAF), renewable diesel, solar power, and oil products. Furthermore, St1 is advancing various major energy transition projects, including transition investments at their oil refinery in Gothenburg.

“The primary target of our energy transition roadmap is to grow our low-emissions energy portfolio. The unified cross-Nordic St1 network is a strong channel for us to introduce more and more renewable energy products to our customers. Consistent development of our own brand and its offering helps us to remain even more competitive and efficient going forward”, says Daniel Wandebäck, Head of Sales and Brands in St1 Nordic.