Coles Express sites to be rebranded

GEELONG-based Viva Energy will convert Australia’s Coles Express convenience stores and petrol stations to have new branding.

Part of Viva’s acquisition of Coles Express in September last year, the change will see the stores continue to trade under the Coles Express brand on a transitional basis, but eventually carry new store brands including Reddy Express, which was announced last month.

Under the arrangements agreed with Coles Group, reference to “Coles Express” will be replaced over the course of three-and-a-half years dating from the completion of the acquisition on May 1 this year, with most to be rebranded within two years.

Viva Energy is also in the process of obtaining regulatory approval to finish its acquisition of OTR’s convenience stores, which was announced in April of this year.

Over time, the OTR format will be extended to convenience stores that support it.

While some Coles Express stores will likely move directly to OTR, Viva says a “large proportion” of the network will operate under the Reddy Express brand in the meantime.

Reddy Express customers will continue to have access to existing loyalty programs, including participation in FlyBuys, the 4cpl discount dockets with Coles supermarkets and have access to Coles products.

The network will continue to carry the Shell brand and sell Shell fuel products under a long-term brand licence agreement through to 2029.

Viva Energy convenience and Mobility business, Jevan Bouzo said the Reddy Express brand was extremely important to the business, team members and customers.

“Consistency and familiarity are critical to reassure our customers that they will continue to receive the same great service, offers, loyalty and rewards as they enjoy today.

“The transition of the Coles Express business over to Viva Energy has gone very well and the rebranding of these sites now to Reddy Express is the next step while we await the approval process of the OTR acquisition.

“As we announced this year, once approved, OTR will be our leading convenience brand, which is planned to be rolled out across the network longer term and represents a world-class convenience offer matched with high-quality Shell fuels.

“This is an important part of our journey to become an integrated fuel and convenience business.

“We are well on the way and I know our customers are going to love what we have in store for them in the future.”