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Royal Dutch Shell Plc: 7-Eleven and Shell join forces at 269 petrol stations

27 Aug 2007 

Royal Dutch Shell (Shell) and Reitan Group (Reitan), owner of the 7-Eleven brand in Scandinavia, today signed an agreement to rebrand a planned 269 service stations across Norway, Sweden and Denmark.  

The agreement means these 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.

This arrangement will give both Shell and Reitan the opportunity to focus on and expand their core business areas across the region.

“This is a great day for the Reitan Group and Reitan Servicehandel, and we are proud that we have reached this agreement with Shell,” says Magnus Reitan, CEO of Reitan Servicehandel.  “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, continues Magnus Reitan.”

“This agreement demonstrates Shell’s strategy to create a more profitable downstream business,” says Josef Waltl, Executive Vice President Retail at Shell.

“Our focus in Retail is the delivery of quality fuels at competitive prices, with flawless customer service.  We believe that this initiative will deliver a better refueling experience to our customers.”

“Our customers in the Nordic countries now have more opportunity to access Shell’s trusted premium fuels while enjoying the convenience of shopping at 7-Eleven stores,” says Birger Baisgaard, General Manager of Retail for Shell in the Nordics.

“Our long term strategy is to increase our convenience presence along the roads. This is something we’ve wanted to do for a long time, and the agreement with Shell is taking us another step forward after our acquisition of YX Energi in the summer of last year. This agreement will give us an even better opportunity to focus on our core business competency, which is to operate world class convenience stores.” concludes Magnus Reitan.

The start of operation is subject to obtaining regulatory approvals under the different competition laws in Norway, Denmark and Sweden. and its sister websites,,,,, and are all owned by John Donovan. There is also a Wikipedia article.

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