First Utility rebrands as Shell Energy Retail

A year after Shell acquired First Utility it has rebranded the supplier as Shell Energy Retail and has today (25 March) confirmed it has switched more than 700,000 homes in Britain to 100 per cent renewable electricity.

Shell Energy Retail said it will roll out a “range of smart home technology offers” throughout the year.

It will start with smart thermostats and home electric vehicle (EV) charging from today and will also offer customers discounts at Shell service stations across Great Britain.

Shell said it will offer renewable energy sources “as standard” as it highlighted an Ipsos Mori survey of UK household electricity bill payers, which revealed that almost 60 per cent want to power their homes with electricity from renewable energy sources.

Colin Crooks, chief executive of Shell Energy Retail, said: “We are building on the disruptive nature of First Utility to give customers something better. We know that renewable electricity is important to them and we are delivering that, while ensuring good value and rewarding loyalty.

“We want to attract customers with fair pricing, strong customer service and innovative offers that set us apart from anything available today.

“Later this year, we’ll be announcing a string of exciting services that offer greater convenience to householders and help make homes more efficient.”

Mark Gainsborough, executive vice president of Shell New Energies, added: “This is a good example of our approach to building a significant electricity business, in line with customer needs.

“Shell recognises the world needs more energy with lower emissions and this will give customers more flexibility, greater control and cleaner energy.”

Shell recently announced plans to become the “world’s largest power company” by the early 2030s.

Shell Energy Retail also supplies gas, smart home technology and broadband to households across Britain. The company said all of its electricity comes from 100 per cent renewable sources like wind, solar and biomass.

Crooks was Shell’s former vice president for downstream strategy and portfolio before he was appointed chief executive of First Utility last year.

The European Commission gave its approval for the Shell acquisition of First Utility in February 2018.

First Utility was chosen as the supplier of last resort to rescue the customers of failed energy retailer Usio Energy, which ceased trading in October. The challenger brand became the latest to announce it will be raise its standard variable tariff (SVT) to the revised price cap level.

Last month Shell agreed to buy smart energy firm Limejump for an undisclosed sum. Shell established its New Energies division in 2016.

Utility Week has published a special report charting the steps oil companies have taken so far to break into energy markets.