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Why Coles Express is disappearing

Coles Express will be rebranded after it was purchased last year.

An image of what the Coles Express rebrand will look like when it comes Reddy Express.
Coles Express will be rebranded as Reddy Express. (Source: Viva Energy)

Coles Express petrol stations will no longer exist, after the chain’s new owner announced it will be rebranded.

Viva Energy bought Coles Express in September last year and said the stores would be gradually renamed Reddy Express and all references to Coles Express would be removed.

Viva Energy also said this wouldn’t be the only rebrand the stores would undergo. Viva Energy convenience and mobility business chief executive Jevan Bouzo said the company was also in the process of acquiring convenience store brand On The Run (OTR).

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He said the Coles Express sites would rebrand to Reddy until the OTR acquisition was approved, at which point all stores would be turned into OTR-branded stores.

He said some Coles Express sites might be transformed into OTR stores right away.

Coles loyalty programs will still be in place

Reddy Express stores will continue to offer existing loyalty programs, including the four-cents-per-litre discount dockets, with Coles supermarkets and Coles-branded products also still being sold at the stores.

“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,” Bouzo said.

“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.

“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.”

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