The Coles brand is on track to disappear from its 710 petrol stations and will be replaced by a new brand named “Reddy Express.” However, another rebrand might be on the horizon.
Viva Energy, recently acquired Coles Express stations for $300 million. This company owns the Geelong oil refinery, Liberty Oil stations, and holds the license for the Shell name and products in Australia. Although Viva can use the Coles Express brand until 2026 as per their agreement, it plans to transition most stations by the end of 2025.
Reddy Express will replace the Coles name in a light rebranding effort. Despite this change, Shell fuel will continue to be available at these stations, and Reddy customers can still earn Flybuys points and receive Coles docket discounts.
Jevan Bouzo, the head of Viva Energy’s convenience and mobility division, emphasised the importance of consistent service and offers. He said that the Reddy brand aims to provide the same level of familiarity to customers.
Moreover, many larger Reddy stations might undergo another rebrand to the “OTR” brand in the future. Viva has also acquired the OTR Group (pending ACCC approval), known as “On The Run,” for $1.15 billion. OTR, famous in South Australia and Victoria, often houses fast food chains such as Subway, Hungry Jack’s, and Guzman Y Gomez within its premises.
However, Viva’s rollout of the OTR brand depends on regulatory approvals. If not approved, Viva will continue with the Reddy brand. Once given the green light, Viva intends to establish OTR as its primary convenience brand, aligned with high-quality Shell fuels.
Interestingly, the sale of Coles’ fuel stations highlights a trend where major Australian supermarkets are moving away from fuel retailing. In 2018, Woolworths sold its 540 co-branded Caltex stores to the UK’s EG Group, which were later renamed EG Ampol stations. However, Woolworths has started opening its convenience stores, Woolworths Metro Go, at some Ampol-owned stations.
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