Cumberland Farms announced March 12 it had acquired Coen Markets. The news release on the deal, however, had no mention of the convenience-store chain's parent company, EG Group.
While Cumberland Farms declined to comment when asked about the branding shift, a person familiar with the matter told CSP: “EG Group recently rebranded to Cumberland Farms. This reflects that the United States is our largest market and Cumberland Farms is our lead banner within that market.”
Before this, the company used EG Group to refer to the Blackburn, U.K.-based parent company of EG America, which has more than 1,500 convenience stores in 30 states under brand names including Cumberland Farms, Turkey Hill, Quik Stop and Tom Thumb, according to its website.
EG Group had been taking a step back from its international operations and focusing on growing in the United States and rebranding its stores to Cumberland Farms. In January, reports said EG Group was preparing to formally kick off its plans for a U.S. stock market listing valued around $9 billion.
- EG America is No. 6 on CSP’s 2025 Top 202 ranking of U.S. c-store chains by store count.
While the brand changes are apparent in some places, in others, the transition has not yet been made.
In the Coen Markets release, Russ Colaco was referred to as the CEO of Cumberland Farms. This differs from the April 2025 announcement EG Group made when Colaco was promoted. At that time, his new title was CEO of EG Group. However, the EG Group and EG America names remain on the companies’ websites and social media pages.
EG America began with an initial acquisition in the United States of Cincinnati-based Kroger Co.'s 762 convenience stores in April 2018. That same year, EG Group acquired Westlake, Ohio-based TravelCenters of America's 225 standalone Minit Mart c-stores. Then in 2019, EG Group acquired 54 locations from East Syracuse, New York-based Fastrac; 69 locations from Columbus, Ohio-based Certified Oil; and 566 locations from Westborough, Massachusetts-based Cumberland Farms.
It was always a part of the plan to retain the well-known Cumberland Farms brand.
At the time, Mohsin Issa, founder and co-CEO of EG Group, said “the acquisition of Cumberland Farms is a transformative one for our U.S. business.”
“It brings us greater scale and a well-established network in locations we do not currently serve that is highly complementary to our existing U.S. store footprint,” he said. “We believe that the Cumberland Farms portfolio comprises some of the very best convenience stores within the USA, and we are delighted they will form part of the EG family.”
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