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    Canadian Tire launches co-brand initiative with Imperial Oil, conversions to begin next month.

    TORONTO -- Canadian Tire Petroleum announced that it has agreed to a pilot with Imperial Oil to convert three Esso stations to the Canadian Tire Petroleum brand next month.

    The project is the first step in Canadian Tire's strategic co-branding initiative, which the company says should significantly increase the number of gas stations where Canadian Tire operates during the next five years.

    "We've been very pleased with the response in the industry to our rebranding initiative and the opportunities that we have to fully pursue this program. As a retailer, we've been an innovator in the gasoline business for nearly 50 years," said Canadian Tire's Executive Vice President Mike Medline. "Our rebranding strategy is a key part of our strategic growth agenda of significantly growing our petroleum network."

    The company has said that it is in re-branding discussions with other organizations in the industry as well.

    A subsidiary of Canadian Tire Corp. Ltd., Canadian Tire Petroleum is one of Canada's largest and most productive independent retailers of gasoline with 203 outlets.

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