Grow well with Shell
Every Licensee benefits from a unique combination of global brand strength, winning fuels technology, convenience retail leadership, tailored support and trusted licensing experience.
An expert by your side, every step of the way
The Shell Retail Brand Licensing package provides you with tools and guidance across all areas of Shell鈥檚 Mobility & Convenience offer including fuels, EV charging convenience retail, marketing campaigns and digital tools, and channels.
When you become a Shell Licensee, we provide access to the retail, commercial and operational know-how you need to set up and run your mobility and convenience retail business. As well as the commercial advantages of the Shell brand and access to our marketing campaigns and promotions, you will also have the support of a dedicated Licensed Market Manager and the wider Shell team.
Licensees that adopted the Shell brand for their service stations network have seen a significant increase in fuel volume uplift following rebranding鹿.
A proven model for growing a mobility retail business
1. Powerful brand
When you partner with Shell3, you can benefit from over a hundred years鈥� experience in the energy market.
You will be sharing in the success of a brand that is independently valued at more than $4 billion4 and sits among the top 30 brands worldwide.
2. Premium fuels
Shell has more than 100 years of experience in fuel development. Aided by our partnership with Scuderia Ferrari HP, we have concentrated on developing fuels with special formulations designed to clean engines and improve performance.
3. Non-fuels retail
Our support package for non-fuels retail can help you to run a successful convenience retail business: from opening a new store in the right location to helping you recruit and train staff, having the right offer, keeping shelves stocked with products customers want, and running the day-to-day operations and marketing.
4. Branded marketing campaigns
As a Licensee, you will enjoy access to our branded marketing campaigns, promotions and Shell merchandise.
Licensees can use millions of dollars鈥� worth of campaigns and promotions that Shell has developed and implemented worldwide, from TV commercials by award-winning Hollywood directors to on-site promotions with global brands, and millions of digital interactions on the web and social media every day.
What our Licensees say
鈥淵ou have the freedom to be a licensed market and at the same time you have the backbone of the Shell organisation to support you.鈥�
Shell Licensee in Denmark
1 Based on six markets rebranded to Shell
2 Voice of Licensee 2024; scoring 7 or more
3 Through entering into a Retail Brand License Agreement.
4 Brand Finance 2025 Global 500