Nouria Energy is a Massachusetts-based company that includes a wholesale-fuel division and a retail division. The company owns and operates 83 retail locations in four states in the Northeast, branded with Shell, Irving and Gulf fuels. In 2014, the company opened one new corporate location and added another 10 dealer sites. The company’s wholesale division delivers fuel to its own sites plus another 50 or more dealer sites.

Many corporate stores are branded Lil’ Mart. Some new sites with larger square footage include a QSR, such as McDonald’s, Dunkin' Donuts or Sebago Café. The chain has four McDonald’s/Lil’ Mart combos in Maine.

The company is actively striving to attract more female customers by adding healthier choices, including premade salads and snacks at the register. While promotions are aggressive for big sellers such as cigarettes, dairy, energy drinks and water, the stores have been reaching out to younger patrons and young families by adding more novelty and sports items.

The company recently renovated about 25 stores to create an open floor plan. In early 2015, the chain engaged CBX, a brand agency and retail design consultancy, to create a unified brand and store design concept. CBX is helping Nouria develop a store name and logo, car wash name and logo, store layout and building exterior and interior design that encompasses graphic treatments, lighting, flooring and fixtures. Nouria is also developing a proprietary foodservice program that reflects the needs and tastes of its customers.

Headquarters:Worcester, Massachusetts
No. of Stores:83
Average Store Size:2,500-4,000 sq. ft.
Rank Last Year:89
States of Operation: Maine, Massachusetts, New Hampshire, Rhode Island