Reddy Express

Reddy Express is an Australian convenience-store and petrol-station retail brand operated by Viva Energy. The brand emerged during the replacement of the Coles Express identity after Viva Energy acquired the Coles Group's convenience-retail business in May 2023. The stores are generally located at Shell-branded service stations, where Viva Energy supplies the fuel and manages the fuel offer while the convenience business provides packaged groceries, drinks, snacks, prepared food, automotive products and other everyday items. The business behind Reddy Express originated as Coles Express, a venture launched by Coles Myer on 28 July 2003. Coles Myer purchased the retail operations of Shell Australia's multi-site franchisees for $94 million and introduced a national convenience and fuel-discount proposition. The initial rollout began at more than 150 Victorian service stations, followed by expansion into New South Wales and the rest of Australia. The concept was designed to combine petrol retailing with quick shopping and supermarket-linked fuel discounts, responding to the success of comparable offers in the Australian market. Under the Coles Express arrangement, Shell Australia and subsequently Viva Energy remained responsible for supplying fuel, maintaining fuel equipment and retaining Shell's distinctive pecten branding on relevant forecourt signage. Coles controlled the convenience-store retail proposition, including shop maintenance, in-store pricing, merchandise and customer-facing supermarket loyalty benefits. By July 2021, the network included approximately 723 service stations and stand-alone convenience sites across Australia. Coles and Viva Energy formalised a revised operating alliance in February 2019. Viva Energy became responsible for setting fuel prices and receiving the retail fuel margin, while Coles Express received a commission linked to fuel volumes and had less direct exposure to movements in retail fuel prices. The arrangement separated fuel supply and forecourt responsibilities from the operation of the convenience stores. In September 2022, Coles Group announced the proposed sale of the Coles Express retail business to Viva Energy. The transaction was completed on 1 May 2023. Coles-branded products continued to be stocked and Flybuys remained associated with the customer proposition. After the acquisition, Viva Energy began reorganising its retail portfolio around Reddy Express and OTR. In September 2023, it announced that Coles Express stores would begin transitioning to the Reddy Express identity while regulatory and operational work continued on Viva Energy's acquisition of OTR-related retail interests. The Reddy name is a stylised form of “ready”, reflecting the convenience-oriented purpose of the stores. Rebranding began in late 2023 and accelerated in Queensland and New South Wales during April 2024. By May 2024, sites had also been converted in Victoria and Western Australia, and more than 100 stores had reportedly adopted the new identity by August 2024. Rebranding activity later reached South Australia. Some outlets were subsequently expected to move to the OTR brand as Viva Energy consolidated its convenience portfolio, meaning the Reddy Express footprint has been subject to continuing network changes rather than representing a permanently fixed estate. The brand's commercial proposition combines Shell fuel with convenience retail and loyalty-linked fuel discounts. Eligible supermarket or online purchases can generate fuel discounts or Flybuys rewards, while in-store spending offers can provide additional cents-per-litre savings. Reddy Express therefore occupies the intersection of petrol retailing, convenience shopping, loyalty marketing and quick-service everyday consumption. Its longer-term role depends on Viva Energy's allocation of sites between Reddy Express, OTR and other fuel-retail formats.

Reddy Express is the successor identity to Coles Express, an Australian petrol-station convenience business created by Coles Myer. The original venture launched on 28 July 2003 after Coles Myer acquired the retail business of Shell Australia's multi-site franchisees for $94 million. More than 150 Victorian service stations formed the initial network. A national rollout began in December 2003, starting in New South Wales, and was completed in 2004. The business was built around a combined fuel and convenience proposition. Customers could purchase fuel at Shell-branded stations while using the attached shops for quick grocery, snack, beverage and automotive purchases. Coles also linked the network to supermarket shopping through fuel discount vouchers and, later, Flybuys rewards. The initial promotion generated a sharp increase in demand in parts of Victoria and contributed to temporary fuel shortages when Shell's distribution system struggled to accommodate the higher volumes. Coles Express was not simply a fuel supplier. Shell, and later Viva Energy, remained responsible for fuel supply, fuel equipment and Shell forecourt branding, while Coles operated the store retail business. In 2006, vehicle servicing bays at many sites were converted into Kmart Tyre & Auto Service outlets, reflecting the broader range of services that had existed within parts of the former Shell network. The commercial relationship changed in February 2019 when Coles Express and Viva Energy established a new alliance. Viva Energy set fuel prices, supplied fuel, oil and lubricants, and received the retail fuel margin. Coles Express earned a commission based on fuel volume and managed the convenience-store side, including store upkeep, merchandise and in-store pricing. The structure reduced Coles Express's direct exposure to fuel-price movements while preserving its access to the forecourt network. By July 2021, the Coles Express estate comprised approximately 723 service stations and stand-alone convenience sites around Australia. In September 2022, Coles Group agreed to sell the retail business to Viva Energy. Completion took place on 1 May 2023. The transaction left Coles private-label products in the stores and retained Flybuys as a customer-loyalty partner, but placed the retail network within Viva Energy's wider fuel and convenience strategy. Following the acquisition, Viva Energy began retiring the Coles Express identity. The replacement name, Reddy Express, was announced during September 2023. It is derived from a stylised spelling of “ready”, signalling the quick and accessible nature of convenience retail. Initial rebranding began in late 2023, followed by broader activity in Queensland and New South Wales in April 2024 and in Victoria and Western Australia by May 2024. More than 100 stores had reportedly been converted by August 2024, with South Australian conversions commencing in October. The rebranding occurred alongside Viva Energy's acquisition of OTR-related fuel and convenience interests from Peregrine Corporation. Regulatory requirements led to the divestment of 25 former Coles Express stores in South Australia to Chevron, and Viva Energy also began moving some sites toward OTR. The result was an evolving network in which Reddy Express served as a replacement for many Coles Express stores while OTR became an increasingly important Viva Energy format. In late 2024 and 2025, some Reddy Express locations began changing to OTR, leaving the ultimate size and longevity of the Reddy Express estate dependent on Viva Energy's ongoing portfolio decisions.

• 2025

  First Reddy Express sites transition to OTR

  [1]Reddy Expressen.wikipedia.org

  Viva Energy begins converting some Reddy Express locations to OTR as it consolidates its retail-brand portfolio.

• 2024

  State-by-state rebranding accelerates

  [1]Reddy Expressen.wikipedia.org

  Reddy Express conversions expand across several Australian states, with more than 100 stores reported as rebranded by August.

• 2023

  Viva Energy completes the Coles Express acquisition

  [1]Reddy Expressen.wikipedia.org

  Viva Energy takes ownership of the Coles Express retail business on 1 May 2023.

• 2023

  Reddy Express identity is introduced

  [1]Reddy Expressen.wikipedia.org

  Viva Energy announces the transition from Coles Express to Reddy Express as part of its convenience-brand strategy.

• 2021

  Network reaches approximately 723 sites

  [1]Reddy Expressen.wikipedia.org

  The Coles Express network is reported to include about 723 service stations and stand-alone convenience sites across Australia.

• 2019

  Coles Express and Viva Energy formalise an alliance

  [1]Reddy Expressen.wikipedia.org

  The revised arrangement assigns fuel pricing, supply and forecourt equipment responsibilities to Viva Energy while Coles Express focuses on convenience retail.

• 2006

  Service bays become Kmart Tyre & Auto Service outlets

  [1]Reddy Expressen.wikipedia.org

  Ninety vehicle-servicing bays at Coles Express sites are converted to Kmart Tyre & Auto Service locations.

• 2003

  Coles Myer launches the petrol-and-convenience venture

  [1]Reddy Expressen.wikipedia.org

  The business that became Coles Express begins in Victoria on 28 July 2003 with more than 150 Shell service stations and a supermarket-linked fuel discount offer.

• 2003

  National rollout begins

  [1]Reddy Expressen.wikipedia.org

  Expansion beyond Victoria starts in New South Wales on 1 December 2003, preceding completion of the national rollout in 2004.

A mass-market Australian petrol-and-convenience retailer focused on fast everyday shopping, Shell fuel availability and loyalty-linked fuel savings.

• Fuel retail · 2023

  Shell fuels

  Reddy Express stores operate principally at Shell-branded service stations. Viva Energy supplies the fuel, controls fuel pricing under the operating model and maintains the dispensing equipment and key Shell forecourt branding. The offer includes the Shell fuel range available at the relevant Australian site.

• Convenience retail · 2023

  Convenience groceries and snacks

  The in-store range is designed for immediate consumption and top-up shopping, including packaged groceries, confectionery, snacks, drinks, prepared food and selected household or travel essentials. Product availability varies by location, and Coles private-label products continued to be stocked after Viva Energy acquired the business.

• Automotive convenience · 2023

  Automotive products

  Reddy Express stores carry selected automotive consumables and vehicle-care items, complementing their petrol-station setting. The broader network historically also included servicing operations, although many former service bays were converted to Kmart Tyre & Auto Service outlets in 2006.

• Loyalty and pricing offer · 2023

  Fuel discount and Flybuys-linked offers

  The customer proposition includes discounts connected to qualifying Coles supermarket, Coles Online or in-store purchases, as well as additional savings for qualifying purchases made at the convenience store. Offers may be delivered through Flybuys vouchers, receipts or participating partner applications and apply subject to the terms of the specific promotion.

• 2023Reddy Express brand transition

  Australia

  Viva Energy introduced the Reddy Express identity as Coles Express stores were progressively removed from the portfolio following the acquisition.

  Outcome. The rollout produced a new national convenience identity, although selected locations later moved toward the OTR brand.

  Source
• 2015Spend $20 and save 10 cents per litre

  Australia

  A recurring convenience-store promotion offered a 10-cent-per-litre fuel saving when customers spent at least $20 on qualifying products in one transaction.

  Outcome. The offer continued in varying forms and remained part of the proposition inherited by Reddy Express.

  Source
• 2006Additional in-store spend fuel discount

  Australia

  Coles Express introduced an extra fuel discount for customers making a qualifying in-store purchase, later making the offer permanent amid comparable promotions from competitors.

  Outcome. The mechanism became part of the brand's recurring fuel-discount architecture, although the original two-cent component ended in 2013.

  Source
• 2003Coles supermarket-linked fuel discount launch

  Australia

  The launch connected qualifying Coles purchases with discounts at participating Shell-linked Coles Express sites, making fuel savings part of the supermarket shopping proposition.

  Outcome. The offer helped drive strong early demand and supported the rapid national expansion of the network.

  Source

• 2023

  Replace Coles Express with Reddy ExpressStrategy

  Background

  Following the acquisition, Viva Energy needed a new identity for stores that were no longer part of the Coles Group.

  Action taken

  Viva Energy introduced Reddy Express and began converting former Coles Express locations while also developing the OTR brand as another major retail format.

  Aftermath

  The network became a transitional portfolio, with some Reddy Express sites later selected for conversion to OTR.

  Source

• 2022

  Agree to sell Coles Express to Viva EnergyM&A

  Background

  Coles Group decided to divest its convenience-retail business while Viva Energy pursued greater control of the fuel-station retail relationship.

  Action taken

  The companies agreed terms for Viva Energy to acquire the Coles Express retail business; completion followed on 1 May 2023.

  Aftermath

  The business moved into Viva Energy's portfolio, retained Coles products and continued its Flybuys relationship before the Reddy Express rebrand.

  Source

• 2019

  Restructure the Coles Express–Viva Energy operating allianceStrategy

  Background

  The parties needed to clarify responsibilities after Viva Energy became the Shell-branded fuel partner in Australia.

  Action taken

  Viva Energy took responsibility for fuel pricing, fuel supply, lubricants and dispensing equipment, while Coles Express concentrated on convenience-store operations and earned a volume-linked commission.

  Aftermath

  The structure reduced Coles Express's direct exposure to fuel-price movements and separated fuel economics from the store-retail proposition.

  Source

• 2003

  Launch a supermarket-linked fuel and convenience networkStrategy

  Background

  Coles Myer sought to respond to the attractiveness of rival supermarket fuel-discount offers and to extend its retail relationship into petrol stations.

  Action taken

  It acquired the retail business of Shell Australia's multi-site franchisees and launched Coles Express sites using Shell fuel infrastructure and branding.

  Aftermath

  The concept expanded nationally and became the predecessor of Reddy Express.

  Acquisition price for Shell Australia's multi-site franchisee retail business. AUD 94 million (2003 transaction)

  Source

1. 1Reddy Expressen.wikipedia.org