Coles Express is set to ‘vanish’ from petrol stations nationwide
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Last year, we reported that Coles had sold its fuel and convenience business, Coles Express, to Viva Energy for $300 million.
This decision by the supermarket giant came in the wake of significant losses suffered during the pandemic, prompting Coles to focus on its core businesses.
As part of this strategic shift, Coles Express service stations will gradually phase out across Australia, making way for a new brand introduced by Viva Energy.
On September 27, Viva Energy officially announced the launch of its new Reddy Express label, which will replace the existing Coles Express brand.
Moreover, Viva Energy's proposed acquisition of the South Australian chain On The Run (OTR) could lead to the transformation of many Coles Express locations into OTR stores.
This move is part of Viva Energy's broader expansion plan and could further reshape the region's fuel and convenience retail landscape.
However, this acquisition, initially unveiled in April, still awaits regulatory approval from the Australian Competition and Consumer Commission (ACCC). The regulatory watchdog had initially set a decision date for September 21 but temporarily suspended its review timeline as it awaited crucial information from the parties involved.
Should the acquisition gain approval, Viva Energy envisions a period where Reddy Express and OTR outlets will co-exist during the transition, with the South Australian chain being the leading brand.
According to Jevan Bouzo, CEO of Viva Energy Convenience and Mobility, the transition of the Coles Express business to Viva Energy has gone ‘very well’, and the next phase for the company is rebranding these sites as Reddy Express.
‘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,’ said Mr Bouzo.
‘This is an important part of our journey to become an integrated fuel and convenience business.’
All Coles Express branding will be completely removed by December 2026, with most of the store conversions scheduled to be completed by the end of May 2025. For Coles Express customers, there's no need to worry. Reddy Express will continue to offer the same customer programs as its predecessor, including FlyBuys.
The rebranding is a light transformation of the current stores, with the Coles name in white and red simply replaced by the Reddy name in the same colours. The Shell name will still be prominently displayed at the stations, and Shell fuel will remain available at the pumps.
You read it here, members! The next time you refill at the pumps, don't be surprised if the Coles Express brand you've always seen has changed to Reddy Express. So, what are your thoughts on these changes? Let us know in the comments below!
This decision by the supermarket giant came in the wake of significant losses suffered during the pandemic, prompting Coles to focus on its core businesses.
As part of this strategic shift, Coles Express service stations will gradually phase out across Australia, making way for a new brand introduced by Viva Energy.
On September 27, Viva Energy officially announced the launch of its new Reddy Express label, which will replace the existing Coles Express brand.
Moreover, Viva Energy's proposed acquisition of the South Australian chain On The Run (OTR) could lead to the transformation of many Coles Express locations into OTR stores.
Coles Express service stations will be rebranded as Reddy Express after the Viva Energy takeover. Credit: Viva Energy.
This move is part of Viva Energy's broader expansion plan and could further reshape the region's fuel and convenience retail landscape.
However, this acquisition, initially unveiled in April, still awaits regulatory approval from the Australian Competition and Consumer Commission (ACCC). The regulatory watchdog had initially set a decision date for September 21 but temporarily suspended its review timeline as it awaited crucial information from the parties involved.
Should the acquisition gain approval, Viva Energy envisions a period where Reddy Express and OTR outlets will co-exist during the transition, with the South Australian chain being the leading brand.
According to Jevan Bouzo, CEO of Viva Energy Convenience and Mobility, the transition of the Coles Express business to Viva Energy has gone ‘very well’, and the next phase for the company is rebranding these sites as Reddy Express.
‘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,’ said Mr Bouzo.
‘This is an important part of our journey to become an integrated fuel and convenience business.’
All Coles Express branding will be completely removed by December 2026, with most of the store conversions scheduled to be completed by the end of May 2025. For Coles Express customers, there's no need to worry. Reddy Express will continue to offer the same customer programs as its predecessor, including FlyBuys.
The rebranding is a light transformation of the current stores, with the Coles name in white and red simply replaced by the Reddy name in the same colours. The Shell name will still be prominently displayed at the stations, and Shell fuel will remain available at the pumps.
You read it here, members! The next time you refill at the pumps, don't be surprised if the Coles Express brand you've always seen has changed to Reddy Express. So, what are your thoughts on these changes? Let us know in the comments below!
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