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Nouria Energy Rebrand Upgrade All it's Locations

WORCESTER, Mass. — Nouria Energy Corp. launched a new retail brand, nouria, with a grand-opening celebration of a new concept store in Lewiston, Maine.

The store marks the first of its kind for the company and features the newly designed company brands — nouria and café nouria — as well as Maine’s favorite fuel brand, Irving Oil. Over the next three years, Nouria plans to upgrade and rebrand all 118 of its stores.

The concept store in Lewiston has unique brand architecture and offerings, as well as eye-catching artwork that reflects the retailer’s goal of appealing to younger adults and female consumers.

“The in-store design; color scheme; lifestyle and community-inspired graphics; brighter, more spacious layout; a concentration of relevant products, such as a wide variety of fresh, healthy foods and new-age beverages appeals to consumers’ desire to live healthy, balanced lives,” said Tony El-Nemr, founder and CEO of Nouria Energy.

Nouria’s fresh food offering is designed to offer customers a one-stop shopping experience that offers grab-and-go items, snacks, beverages and the essentials for creating healthy, fresh take-home meals. This includes high-quality, all-natural meats and poultry; a wide assortment of fresh vegetables; and artisan bread, rolls and desserts that are freshly baked in-store every day.

The cafe area includes 26 seats next to the front windows and features the Italian food brand Amato’s, whose menu includes pizza, salads and a wide variety of Italian sandwiches.

“Recognizing that the shopping experience is a huge point of interest for consumers today, and as a means of really inviting customers to relax and enjoy their meals, we have proudly introduced café nouria that features full-service hot coffee, espresso drinks, iced coffee, a wide variety of pastries, parfaits, fruit cups, beverages breakfast sandwiches, all served in-store or through the drive-thru,” said Chief Operating Officer Joe Hamza.

In honor of the concept store’s grand opening, Nouria donated $1,000 to the Lewiston Education Fund. Lewiston Mayor Shane Bouchard and multiple other city officials attended the ribbon-cutting ceremony.

Worcester, Mass.-based Nouria Energy owns 137 c-store locations in five New England states, 116 of which are company-operated and 21 of which are commission and leased dealers. It also owns and operates 47 car washes under the Golden Nozzle brand.