Villarce

What Villarce does

Villarce S.L. is a privately held, family-owned fuel retail and multi-service station operator headquartered in Burgos, Spain, with operations dating to 1927 and formal incorporation in 1989. The company runs 7 REPSOL-certified service stations across Burgos province, anchored on the A1 Madrid-Irún highway, the N-120 Logroño road, and key urban arterials of the city. The estate includes one station (Calle Madrid) operating 24 hours, the Norman Foster-designed La Ventilla station, and dual-margin locations at La Abadesa and La Varga.

The operating model layers four revenue streams on top of the station footprint: (i) fuel sales under the REPSOL Neotech brand (Diesel E+, Diesel E+10, Efitec 95, Efitec 98) plus autogas/LPG, propane, butane, and AdBlue+; (ii) the Villarce Express convenience-store sub-brand, which sells freshly baked bread, coffee, Denominación de Origen foods, press, gifts, parapharmacy items, and car accessories; (iii) the Villarce Aqua car-wash sub-brand, which uses Karcher bridge washers and Washtech active-foam systems across basic, medium, and superior programs; and (iv) electric vehicle charging. Commercial operations are supported by partnerships with REPSOL (master franchise and fuel supply), Waylet (mobile payment, loyalty, 24h pump payment), and Karcher/Washtech (wash equipment), alongside a local sports sponsorship portfolio that anchors brand presence in the Burgos community.

Revenue is generated almost entirely through transaction-fee and pay-as-you-go pricing paid at the pump, at the convenience counter, or at the wash bridge. Customers are individual drivers, vehicle owners, and local residents of Burgos, with no disclosed enterprise or B2B contracts. The company is wholly owned by the Rodríguez Ortega family (descendants of founder D. Marcial Rodríguez Celeiro), with D. Marcial Rodríguez Ortega as the visible head; there is no parent company, institutional investor, public listing, or external funding evident.

Name

Villarce

Legal name

VILLARCE S.L.

Website

https://villarce.es

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

Villarce S.L. is a family-owned operator of 7 REPSOL-certified multi-service stations in Burgos, Spain, offering fuel (Neotech, autogas, propane, butane, EV charging), Villarce Express convenience stores, and Villarce Aqua car wash services to individual drivers and local residents.

Ownership category

akta.pro rank

Product category

Fuel Retail Services

NAICS

Gasoline Stations with Convenience Stores (45711)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Fuel Stations with Convenience Retail (Forecourt C-Stores) (CRANAJAB)

Keywords

• Fuel retail services
• Service station operations
• Car wash services
• Convenience store retail
• Electric vehicle charging

Headquarters

HQ city

Burgos

HQ country

Spain

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fuel Sales: Sale of automotive fuels including diesel and gasoline products under REPSOL Neotech brand. Available at all 7 service stations throughout Burgos.
2. Convenience Store Sales (Villarce Express): Retail sales of food, beverages, freshly baked bread, coffee, products with Denominación de Origen, press, gift items, parapharmacy products, and car accessories through convenience stores located at service stations.
3. Car Wash Services (Villarce Aqua): Multiple car wash tiers including basic, medium, and superior wash packages using Karcher and Washtech equipment. Also includes manual pressure washing boxes and aspirators for interior cleaning.
4. Autogas, Propane and Butane Sales: Sale of LPG autogas for vehicles, as well as 11kg propane and 12.5kg butane gas bottles at specific stations (La Varga, La Castellana, Ventilla, La Abadesa).
5. Electric Vehicle Charging: EV charging services at designated stations for electric vehicle owners.
6. AdBlue+ Sales: Sale of AdBlue+ diesel exhaust fluid at Abadesa, Varga, and Ventilla stations.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Villarce operates seven REPSOL-certified service stations in Burgos, Spain, providing automotive fuels (Neotech diesel and gasoline), autogas/LPG, propane, butane, AdBlue+, and electric vehicle charging. The stations also house Villarce Express convenience stores selling fresh food, beverages, and travel essentials, and Villarce Aqua car wash centers using Karcher and Washtech equipment.

Product overview

Villarce operates as a fuel retail and convenience services company with seven REPSOL-certified gas stations in Burgos, Spain. The portfolio centers on three main offerings: fuel service stations (Estaciones de Servicio) providing Neotech fuels, autogas, propane, butano, and electric charging; convenience stores under the Villarce Express brand offering fresh food, beverages, press, and car accessories; and car wash services branded as Villarce Aqua featuring Karcher and Washtech technology. The company accepts digital payments including the Waylet app for loyalty points and mobile payments.

Differentiator

Problem solved

Functional benefit

Brands

• Villarce Express: Convenience stores and markets located at gas station locations, offering freshly baked bread, coffee, beverages, food products, press, gifts, parapharmacy, and car accessories.
• Villarce Aqua

Products and services

• Estaciones de Servicio (Fuel Service Stations) REPSOL-certified fuel service stations selling Neotech diesel (Diesel E+, Diesel E+10), Efitec 95 and Efitec 98 gasoline, autogas (LPG), propane and butane gas bottles, and AdBlue+ diesel exhaust fluid. Seven stations across Burgos province serve individual drivers and vehicle owners, with multi-fuel offerings and electric vehicle charging at select locations.
• Villarce Express Convenience Stores Convenience stores located within service stations offering freshly baked bread, coffee, beverages, food products including Denominación de Origen items, press, gift articles, parapharmacy products, Repsol lubricants, and car accessories. Targeted at local residents and travelers needing quick access to essentials.
• Villarce Aqua Car Wash Services Car wash services using Karcher bridge wash systems and Washtech active foam technology at multiple station locations (La Castellana, Ventilla, La Varga, and next to Restaurant Abadesa). Offers basic, medium, and superior wash programs, manual pressure washing boxes, and vacuum aspirators for interior cleaning.

Quantifiable outcome

• 7 service stations serving the Burgos region with multi-energy offerings
• +1 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• REPSOLcoreStrategic or Co-development PartnerMaster franchise and branding partnership where Villarce operates service stations under the REPSOL brand with certified fuel products (Neotech diesel and gasoline), branded marketing materials, and quality assurance standards. All 7 stations operate under REPSOL certification with AENOR quality endorsement.
• WayletcoreTechnology or IntegrationMobile payment and loyalty app integration allowing customers to pay for fuel and store purchases, accumulate savings from 5 cents per liter, earn Travel Club points, and receive discount coupons. Available at all 7 Villarce stations with 24h pump payment at select locations.
• KarchercoreTechnology or IntegrationEquipment partnership for car wash bridge systems at La Castellana, Ventilla, and other locations. Karcher is described as one of the world's leading cleaning system providers, offering latest model washers with features for rapid, effective, and quality washing.
• Restaurant AbadesaminorStrategic or Co-development PartnerAdjacent restaurant partnership where Villarce Aqua car wash center is located next to Restaurant Abadesa on A1 highway. The location features 5 wash boxes (2 with active foam) and 5 aspirators, providing convenience for customers combining dining and vehicle cleaning.
• Burgos C.F.minorGTM or Marketing PartnerFootball club sponsorship with billboard advertising at Estadio El Plantío lateral zone. Sports marketing partnership to build local brand awareness.
• C.D. Rugby Aparejadores BurgosminorGTM or Marketing PartnerMain sponsor of rugby club with jersey chest branding across all youth categories (S6 to S18) and 2 field banners. Primary sponsor of the Rugby Burgos club.
• Rugby Pingüinas (Rugby Femenino)minorGTM or Marketing PartnerWomen's rugby sponsorship with social media presence, billboard advertising (VILLARCE + ABADESA), and facility visits with photo opportunities.
• Burgos BH Cycling TeamminorGTM or Marketing PartnerCycling team partnership for Vuelta a Burgos collaboration with stickers on team vehicles for brand visibility during competitions.
• C.B. Tizona BasketballminorGTM or Marketing PartnerBasketball club sponsorship with membership card advertising, courtside advertising during home games, and logo on jerseys for all youth categories.
• Fútbol Sala Femenino La AmistadminorGTM or Marketing PartnerWomen's futsal sponsorship with jersey chest advertising for brand visibility.
• Halterofilia BurgosminorGTM or Marketing PartnerWeightlifting club sponsorship at Polideportivo El Plantío for local sports community support.
• TH-Trucks 4x4 Assistance RalliesminorGTM or Marketing PartnerMotorsport team sponsorship with staff apparel branding. Team specializes in mechanical assistance services for all types of rallies including Dakar Rally, based in Burgos.

Scale indicators4 records

Recent moves13 records

Expansion highlights5 records

Broad incumbents

• Repsol: Spanish integrated energy major and direct fuel brand partner of Villarce. Operates the largest service station network in Spain with multi-energy and convenience offerings, providing the closest comparable for station-level operations and customer experience.
• Eni (eni español): Global integrated energy company with a presence in Spain offering fuels and multi-service stations. Comparable in retail fuel mix and multi-energy/multi-service station model.
• Shell España: Branded fuel retailer in Spain with multi-service stations and convenience. Comparable in station format, multi-energy offerings, and convenience retail products.
• BP España: Global oil major with a branded service station network in Spain offering fuel, convenience, and EV charging. Comparable to Villarce in core retail fuel offerings and multi-service station model.
• Cepsa: Major Spanish fuel retailer with hundreds of service stations across the country, offering fuel, convenience stores, and EV charging. Directly comparable in product mix and customer base to Villarce's station model.

Regional players

• Disa (Grupo Disa): Spanish fuel distribution and retail company with regional service station networks. Compares as a regional Spanish fuel retailer with multi-service station offerings and LPG/convienence products.
• Galp: Portuguese-Spanish energy retailer with service stations in the Iberian Peninsula. Compares as a regional Iberian competitor with overlapping fuel, convenience, and EV charging offerings.
• Petronor: Spanish refinery and fuel retailer operating in northern Spain, including the Basque Country and nearby regions. Comparable as a regional Spanish competitor with branded service stations and multi-energy offerings.

Emerging players

• Ballenoil: Spanish low-cost fuel station chain expanding rapidly across Spain with a discount pricing model. Comparable as a Spanish competitor in the same fuel retail category, differentiated by price positioning rather than service breadth.
• Plenoil: Spanish low-cost unmanned fuel station operator. Comparable in core fuel retail activity, differentiated by automated/low-cost format that competes on price with traditional full-service stations like Villarce.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookes-es.facebook.com/villarce
• Instagraminstagram.com/villarce_s.l
• Xx.com/villarceburgos

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

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 Villarce