St1 rebrands 10 stations in the Oulu region, Finland

Ten stations in the Oulu region, in Finland, will get a new look during the summer, when Shell branded stations are rebranded as St1 stations. These changes are part of St1’s broader Nordic One Brand strategy, which consolidates all retail operations under the St1 brand. In Finland, the work began during the spring time in the Helsinki metropolitan area. In the Oulu region, the changes started at the beginning of June in Kempele and Oulunsalo and will continue until the end of July. In addition to the Oulu region, changes will also take place this summer in Kalajoki, Ylivieska, Kuusamo, Rovaniemi, and Ranua.

The following stations are rebranded in the Oulu region:

• Shell Kempele Zeppelin
• Shell Oulunsalo
• Shell Ii
• Shell Kempele Hakamaantie
• Shell Oulu Pateniemi
• Shell Express Oulu Välivainio
• Shell TS Oulu Oritkari
• Shell Oulu Haapalehto
• Shell TS Kiiminki Jääli
• Shell Express Kiiminki Jääli

Everyday services remain the same for customers

Although the brand is changing, familiar services will remain: stores, HelmiSimpukka restaurants, and the customers’ favourite products will continue to be available. Staff will continue working at the same stations, now in new uniforms and under a refreshed visual identity. The sites are open and serve customers during the rebranding work.

The change is part of St1’s Nordic One Brand strategy

St1 has used the Shell brand under a license agreement in retail operations since 2010, and the current agreement period is now ending. The rebranding of sites is a part of St1’s broader Nordic strategy to consolidate all retail operations in Finland, Sweden, and Norway under the St1 brand. The company plans to rebrand approximately 630 Shell branded stations, resulting in a Nordic network of about 1,250 St1 energy stations.

Strong network supports St1’s energy transition

With the rebranding, St1 can more effectively develop sustainable solutions locally. The station network will offer renewable fuels, electric vehicle charging points, and biogas distribution for heavy transport.

“We are very pleased to now bring the St1 brand more strongly to the Oulu region. Service stations are a significant part of everyday life and travel, and we want to offer our customers even more unified and improved services,” says Juha Vanninen, Head of Retail for St1 Finland.