Par Hawaii
Par Hawaii’s $4 million effort to rebrand its Tesoro-branded gas stations and convenience stores in Hawaii to the new “Hele” brand should be completed by the end of this year, a company spokesperson told Pacific Business News.
Par Hawaii has 97 locations across the state. Eric Lee, vice president of retail for Par Hawaii, told the newspaper that 37 of the stations will be rebranded to Hele. The remaining 60 will keep the 76 name or be rebranded to 76. The Tesoro brand will disappear, he said.
So far, Par has converted 33 out of the 37 sites to Hele, said the report.
“Hele” is Hawaiian for “to go,” a familiar concept for a c-store and fuel retailer.
“We were looking for something dynamic and local, and it’s going to be a new look that the community will love,” Jim Yates, president of Par Hawaii, told Pacific Business News. “It’s also part of our continued investment in this market.”
Parent company Par Pacific Holdings, Houston, organizes its business into refining, retail and logistics segments in Hawaii. It also transports, markets and distributes crude oil from the western United States and Canada to refining hubs in the Midwest, Gulf Coast, East Coast and Hawaii.