Polish oil refiner and petrol retailer PKN Orlen is reportedly planning to spend E3.8 million in converting its PKN Orlen-branded service stations in Germany to the Star brand in 2008.
Petrol World quoted William Kozik, sales executive director at PKN Orlen, as saying: We want the whole network of 510 stations to operate under Star brand. It will cost E30,000 per site to rebrand Orlen to Star. The company will spend E3.8 million. We will make up the costs within a year thanks to sales increase.
The report from Petrol World said that, although the Star brand has been successful in Germany, the PKN Orlen brand has not been as well received. The report added that an increase in sales was reported in instances where Orlen was re-branded as Star.