St1 rebrands 10 stations in the Finnish Lapland region during the summer

Ten stations in the Lapland 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 retail operations under the St1 brand. In Finland, the work began during spring in the Helsinki metropolitan area. In the Lapland region, changes are taking place during June and July in Rovaniemi, Pello, Ranua, Tornio, Karigasniemi and Kittilä.

The following stations are rebranded in the Lapland region:

• Shell Rovaniemi Teollisuustie
• Shell Rovaniemi Erottaja
• Shell Rovaniemi Napapiiri
• Shell Express Rovaniemi Saarenkylä
• Shell Pello
• Shell Karigasniemi
• Shell Ranua
• Shell Truck Tornio Varikonkatu
• Two Shell Truck-stations in Kittilä mine

New fuel brand – familiar HelmiSimpukka

Although the visual identity of the fuel forecourts is transitioning under the St1 brand, the familiar HelmiSimpukka restaurants and HelmiSimpukka Express stores will continue to serve customers with the current staff.

“We are very pleased to strengthen the presence of the St1 brand in the Lapland region. We remain committed to delivering a high-quality, seamless service experience to our customers. Fuel sales and HelmiSimpukka restaurants will remain open during the rebranding work,” says Juha Vanninen, Head of Retail for St1 Finland.

St1’s Nordic One Brand strategy is renewing the station network

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.

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.