Spar wholesaler James Hall has filed trademarks for a potential forecourt brand called Surge.
The three trademarks filed on 17 December include use classes for “fuel dispensing pumps for service stations,” as well as de-icers, anti-freeze and cleaning/polishing solutions.
James Hall currently has several major forecourt retailers operating under the Spar name, but it has never launched a separate brand for the format.
Read more: Spar UK boss reveals thoughts on the future of c-stores
When presented with the trademarks, one forecourt expert told Better Retailing: “Petrol and diesel fuels have about 10 years left, so James Hall could potentially be preparing itself for an increase in electric vehicle drivers.
“The key will be how they present their in-store convenience offering and food to go. Electric vehicle drivers will wait an average of 20 minutes for their cars to charge, so it’s key to meet their needs while they wait in branch.”
Asked about the trademarks by Better Retailing, a James Hall spokesperson said: “We’re always looking at potential opportunities and have a portfolio of trademarks within our group of companies. Some get used and some don’t, it all depends on the strategic appetite at the time. This one is just another to add to that for now.”
