Gull

What Gull does

Gull New Zealand Limited is a privately held New Zealand fuel retailer founded in 1998, operating a low-cost, multi-model network of over 122 sites nationwide — comprising unmanned pay-at-pump stations, manned Night 'n Day partner stores, owner-operated sites, and marina locations — supported by a 90 million litre fuel terminal at Mount Maunganui. The company sells Regular 91, Premium 95, and Diesel fuels, with the recent addition of Force 10 (98 octane biofuel), and serves individual Kiwi motorists, commercial fleet operators, industrial plants, quarries, and marine vessels. Gull is currently owned by private equity firm Allegro Funds (acquired July 2022) and is the subject of a proposed merger with NPD announced in December 2025, pending Commerce Commission approval, which would create the largest independent, majority New Zealand-owned fuel company.

Gull's commercial model is built on cost leadership and a deliberately frictionless customer experience. The company avoids loyalty programs, minimum spend, and fuel limits, instead competing on headline price and operational efficiency. Discount Day promotions offer per-litre reductions (historically 10-21 cents), and the Gull App provides an additional 6 cents per litre discount plus pay-at-mobile functionality, station location, Discount Day alerts, and a Gull Teams feature for shared fleet or family payments. Commercial and marine operations — including bulk deliveries, mini-tanker service, Terminal Gate Pricing wholesale supply, and marine bunkering at all major New Zealand ports — generate incremental revenue beyond the retail network. The company also operates electric vehicle hyper-rapid charging stations at select locations as a future-facing retail extension.

Gull is recognized for the "Gull Effect," a market-shaping phenomenon in which competitors reduce prices in areas where Gull enters, documented to have saved New Plymouth motorists approximately NZD 2.7 million. The company holds approximately 8% of New Zealand's liquid fuel market, sells over 500 megalitres of fuel per year, and has expanded from 100+ to 122+ sites in recent years following its 2019 entry into the South Island. The proposed NPD merger, combined with continued rollout of biofuel and EV charging products, positions Gull as a structurally growing independent alternative to the major New Zealand fuel majors.

Name

Gull

Legal name

Gull New Zealand Limited

Website

https://gull.nz

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Gull is a privately held New Zealand fuel retailer operating over 122 sites nationwide via unmanned, manned, and marina locations, selling Regular 91, Premium 95, Diesel, and Force 10 biofuel to motorists, commercial fleets, and marine vessel customers.

Ownership category

akta.pro rank

Product category

Retail Fuel Services

NAICS

Gasoline Stations and Fuel Dealers (457), Gasoline Stations (4571), Petroleum Bulk Stations and Terminals (424710), Other Gasoline Stations (457120)

SIC

Wholesale-Petroleum Bulk Stations & Terminals (5171)

akta.pro primary industry

Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD)

akta.pro secondary industries

Marine Bunkering & Port Fuel Supply (EUALAIAG), Alternative Transportation Fuels Retail (EV Charging, Hydrogen, CNG/LNG, Biofuels Blends) (EUALAIAI), Refined Products Tank Farms & Terminals (TLAGAKAB), Marine Fueling & Engine Fluids Retail (Oil, Additives, Lubricants) (CRAMAIAK)

Keywords

• Retail fuel sales
• Fuel distribution network
• Petroleum products
• Marine bunkering services
• Commercial fuel supply

Headquarters

HQ city

Takapuna

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Fuel Sales: Gull generates primary revenue through retail fuel sales at over 100 service stations across New Zealand, offering Regular 91, Premium 95, and Diesel fuels. The company operates a low-cost business model with unmanned sites to maintain competitive pricing.
2. Commercial and Marine Fuel Supply: Bulk fuel deliveries to commercial plants, quarries, and vessels; marine bunkering services at all major New Zealand ports; and Terminal Gate Pricing for wholesale fuel supply.
3. Commercial Fuel Accounts: Dedicated commercial fuel account services for business customers with potential commercial discounts through the Gull App.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Gull operates a network of over 100 service stations across New Zealand selling retail petrol (Regular 91, Premium 95, Diesel) and Force 10 biofuel, supported by a 90 million litre fuel terminal in Mount Maunganui. The company also offers commercial bulk fuel delivery, marine bunkering services at all major NZ ports, and Terminal Gate Pricing for wholesale customers. Discount Day promotions, a mobile app for pay-at-pump payments, and unmanned site operations underpin a low-cost retail fuel model.

Product overview

Gull is a New Zealand fuel retail company operating over 122 sites across the country under a multi-model network consisting of unmanned pay-at-pump stations, manned Night 'n Day and independent operator sites, and marina locations. The core product portfolio centers on refined petroleum fuels: Gull Regular 91 (standard unleaded), Gull Premium 95 (high-octane), Gull Diesel (ultra-low sulphur), and Force 10 (98 octane biofuel). Gull's digital ecosystem is anchored by the Gull App, which enables mobile payments (Pay with Mobile), Discount Day alerts, and Gull Teams for shared fleet/family payments. Commercial operations include Terminal Gate Pricing for wholesale bulk supply and Marine bunkering services at major NZ ports. The company pioneered the 'Gull Effect'—a competitive pricing strategy that has delivered approximately $2.7M in community savings in New Plymouth alone and drives approximately 8% of NZ's liquid fuel market.

Differentiator

Problem solved

Functional benefit

Products and services

• Gull Regular 91 Standard unleaded 91 octane petrol refined to meet requirements of all spark ignition engines. Sold at Gull service stations across New Zealand for individual motorists and commercial customers.
• Gull Premium 95 High-octane premium unleaded petrol warranted to New Zealand's premium petrol specifications, sold at Gull service stations.
• Gull Diesel Ultra-low sulphur diesel fuel applicable for use across many transport categories, sold at Gull service stations and for commercial bulk supply.
• Force 10 (98 Octane Biofuel) High-performance 98 octane biofuel offered at select Gull stations, providing an alternative fuel option for higher-compression engines.
• Gull App Mobile application enabling users to pay for fuel from their phone via Pay with Mobile, find nearest Gull stations, receive Discount Day alerts, and manage shared payments for families or fleets under Gull Teams. Available on iOS (iOS 15+) and Android (Android 16+).
• Terminal Gate Pricing (TGP) Wholesale pricing for bulk supply of petrol or diesel from Gull's Mount Maunganui terminal, available to commercial customers through TGP access procedures.
• Commercial and Marine Fuel Services Bulk fuel deliveries to commercial plants, quarries, and vessels including mini-tanker deliveries (91 Regular and Diesel at commercial rates). Marine bunkering services offered at all major NZ ports with full range of lube oils and ultra-low sulphur diesel.
• EV Charging Electric vehicle hyper-rapid charging available at select Gull stations (e.g., Gull St Heliers). Users preauthorise transactions at payment terminals and are charged only for kWh actually used.

Quantifiable outcome

• New Plymouth community saved $2.7 million through Gull's competitive pricing presence
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• NPD (National Petroleum Ltd)coreStrategic or Co-development Partner · 27 December 2025Proposed merger between NPD and Gull to create the largest independent, majority New Zealand-owned fuel company. The merger involves combining sites, teams, and supply chains. Pending Commerce Commission approval. The Automobile Association (AA) believes the merger will reduce pump prices through the combined entity's low-cost business model.
• Night 'n DaycoreChannel Partner/ Reseller/ DistributorNight 'n Day operates manned Gull sites in the North Island, providing full-service fuel retail with connected convenience stores.
• Independent Owner-OperatorsminorChannel Partner/ Reseller/ DistributorIndependent operators run some manned Gull sites, bringing long-term fuel business experience and community connections.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Z Energy: Z Energy is New Zealand's largest fuel retailer with a multi-decade heritage network of service stations, truck stops, and terminals. It is Gull's most direct head-to-head competitor for NZ motorists and commercial fleet customers, and is one of the principal targets of the 'Gull Effect' pricing pressure in shared geographies.
• NPD (National Petroleum Ltd): NPD is an NZ independent fuel retailer operating a network of unmanned, manned, and marina sites similar to Gull. NPD is Gull's publicly announced proposed merger partner (Dec 2025) and a direct same-segment independent competitor; the combination, if approved, would create the largest independent NZ-owned fuel company.
• Allied Petroleum: Allied Petroleum is one of NZ's largest independent fuel distributors, focused on commercial and industrial bulk fuel supply, fuel cards, and cardlock/unmanned delivery. Closely comparable to Gull's commercial fuel, mini-tanker, and fuel-card operations, particularly to fleet and industrial accounts.
• Parkland Corporation: Parkland is a major Canada-based fuel retailer and convenience operator with sites across the Americas and Caribbean. Highly comparable to Gull via an asset-led retail fuel model, scale-driven logistics, and a comparable mix of company-operated and dealer-branded sites; a useful international benchmark for Gull's multi-channel retail and commercial platform.
• Casey's General Stores: Casey's is a US Midwest convenience store and fuel retailer with 2,900+ locations offering fuel, prepared food, and grocery. The fuel-plus-non-fuel model and multi-format site economics closely parallel Gull's mix of unmanned pay-at-pump sites and manned Night 'n Day stores, making it a relevant international benchmark.

Broad incumbents

• BP New Zealand: BP New Zealand operates BP Connect-branded service stations and convenience formats as part of BP's global downstream network. Comparable to Gull as a competitor for retail motor fuel customers in NZ while leveraging global supply scale and brand strength across an adjacent portfolio of lubricants, marine, and convenience offerings.
• Mobil New Zealand: Mobil New Zealand operates service stations and commercial fuel supply under the Mobil brand as part of ExxonMobil's global retail network. Direct NZ competitor to Gull across both retail forecourt sales and commercial/wholesale accounts, anchored by global brand and supply-chain scale.
• Ampol (Caltex New Zealand): Ampol is the Australian-listed fuel retailer that operates Caltex-branded service stations in New Zealand through the historic Caltex NZ network. Competes with Gull for retail customers and wholesale fuel supply in NZ as part of a much larger Australian and Asia-Pacific portfolio.
• Alimentation Couche-Tard (Circle K): Couche-Tard operates the global Circle K convenience and fuel retail network with over 14,000 sites worldwide. Comparable to Gull as a fuel-plus-convenience retail platform leveraging scale, supply chain, and in-store margin; relevant global peer for Gull's unmanned/manned mix and commercial channels.
• 7-Eleven (Seven & i Holdings): 7-Eleven operates one of the world's largest fuel and convenience retail networks through Seven & i Holdings. Adjacent comparable to Gull via multi-site fuel-plus-convenience operations; though 7-Eleven's scale, brand, food-led mix, and proprietary supply chain differ from Gull's lean, fuel-focused, low-cost model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/gullnz
• Facebookfacebook.com/gullnz
• Instagraminstagram.com/gullnz
• LinkedInlinkedin.com/company/gull-nz-ltd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gull