Spar UK has opened its first branded forecourt store, in Pickering, North Yorkshire.
Spar UK and Harvest Energy revealed the branded forecourt concept, which is designed to help convenience retailers compete against the multiples and major oil companies, in April 2013.
B & M Harland, owned by retailer Geoff Harland on behalf of his family, is the first site to launch the Spar branded petrol filling station this week. Spar branding now features prominently on the canopy, pumps, poll sign and shop fascia.
Harland said the Spar fuel branding was attractive on a number of important levels.
“We wanted more independence in the running of the business, and were frustrated by the costs associated with the major oil companies,” he said.
“The pricing is very competitive, allowing me to compete in the market and make good margins, while offering high quality fuel from Harvest Energy.”
The strength of the international Spar brand also appealed to Harland, as did the idea of linking store and forecourt branding.
“The personal touch and real feel of partnership were also important elements, as Spar and Harvest worked with me to develop my entire offering, shop and forecourt,” he said.
The Harland forecourt business, which was started in 1950 by Harland’s parents, previously traded as Mobil, before BP took over the company in the 90s.
“This is a new start for my business and I’m very excited about the future. Initial feedback from customers has already been very positive,” he said.
Mark Steven, Spar UK business development controller, said: “I am delighted that Geoff has taken on our Spar branded forecourt concept, as he now has access to one of the most competitive fuel supply deals in the market.
“The alliance offers retailers a host of benefits, and we are looking forward to opening new Spar branded forecourts in the near future.”