Royal Dutch Shell and Reitan Group, owner of the 7-Eleven brand in Scandinavia, have signed an agreement to rebrand 269 service stations across Norway, Sweden and Denmark.
Under the agreement, the service stations will provide both Shell’s premium fuels and 7-Eleven convenience stores. The agreement covers a planned 91 YX service stations in Norway, 66 YX service stations in Denmark and 112 Shell service stations in Sweden.
Approximately 157 YX stations that come under this agreement are owned by Reitan and will be rebranded as Shell stations. The convenience shops at all the service stations will be branded as 7-Eleven stores.
Magnus Reitan, CEO of Reitan Servicehandel, said: This is a great day for the Reitan Group and Reitan Servicehandel, and we are proud that we have reached this agreement with Shell.
This gives us the opportunity to reach out to even more customers in the Scandinavian countries. In the long term we want to be the biggest and best convenience company in Europe, and we are constantly looking for opportunities to do so, he added.
Josef Waltl, executive vice president of retail at Shell, said: This agreement demonstrates Shell’s strategy to create a more profitable downstream business.