Phoenix Petroleum

What Phoenix Petroleum does

Phoenix Petroleum is a privately held, locally operated fuel and lubricant distributor headquartered in Bunbury, Western Australia, established in 2009 as a subsidiary of Fuel Distributors of Western Australia (FDWA). The company serves commercial and industrial customers across the South West region of Western Australia, including transport and logistics fleets, mining operations, primary producers (agriculture), marine and fishing enterprises, and private businesses, alongside retail motorists through a network of Caltex and Gull branded petrol stations.

The company's core product portfolio comprises petroleum fuels (Diesel, ULP 91 RON, PULP 95 RON, and 98 RON), AdBlue diesel exhaust fluid (ISO 22241-compliant), Caltex-branded oils and lubricants (Delo SLK, Delo MGX, Rando 68, THF, and Delo Starplex EP2), and Alemlube accessories including lubrication equipment, hose storage, spill containment, vehicle hoists, and wheel servicing equipment. Supporting services include the proprietary Phoenix Petroleum Fuel Card with 24-hour self-service access at 19 Western Australian locations, the Caltex StarCard accepted at 6,000+ service stations nationally including all Puma stations, and bulk fuel delivery with next-day turnaround on orders placed by 3pm. The technology layer is a fuel card payment system with PIN security, transaction restrictions, consolidated monthly statements, and security alerts.

Phoenix Petroleum generates revenue primarily through transaction-based pricing on bulk fuel and lubricant sales, with quote-based pricing for orders ranging from 1,000L to 100,000L in tank size. Distribution channels include direct bulk delivery from the Bunbury depot covering nine named South West WA towns, owned and operated Caltex and Gull branded retail petrol stations (Manjimup, Wagin, York, Merredin, Dalwallinu), the regional Phoenix Fuel Card network, and the national Caltex StarCard acceptance network. The go-to-market motion is sales-led, anchored by a locally-based team including a Sales Manager for the Bunbury region, an Operations Manager, and an OHS Manager, supported by digital channels (website ordering and quote requests), organic social media on Facebook and Instagram, and community sponsorship activity throughout the South West region.

Name

Phoenix Petroleum

Legal name

Phoenix Petroleum

Website

https://phoenixpetroleum.com.au

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Phoenix Petroleum is a privately held, locally operated fuel and lubricant distributor headquartered in Bunbury, Western Australia. Established in 2009 under parent Fuel Distributors of Western Australia (FDWA), it serves commercial fleets, mining, agriculture, marine, and retail customers across the South West WA region through bulk delivery, retail petrol stations, and fuel card services.

Ownership category

akta.pro rank

Product category

Fuel and Lubricant Distribution

NAICS

Fuel Dealers (45721), Fuel Dealers (457210), Other Gasoline Stations (457120)

SIC

Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172), Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Petroleum Bulk Stations & Terminals (5171)

akta.pro primary industry

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

akta.pro secondary industries

Branded Fuels Wholesaling & Jobber Distribution (EUALAIAB), Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers) (EUALAIAJ), Truck Stops & Travel Centers (Heavy-Duty Retail) (EUALAIAF)

Keywords

• Bulk fuel delivery
• Fuel card services
• Lubricant distribution
• Diesel exhaust fluid
• Petroleum product wholesale

Headquarters

HQ city

Bunbury

HQ country

Australia

HQ region

Oceania

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Bulk Fuel Sales: Direct delivery of diesel, ULP, PULP, and 98 RON fuels to commercial and residential customers across the South West region of WA. Revenue is generated through volume-based pricing with order volumes ranging from 1,000L to 100,000L tank sizes.
2. Caltex Lubricants Distribution: Authorized distributor of Caltex oils, greases, and lubricants including Delo SLK, Delo MGX, Rando 68, THF, and Delo Starplex EP2 products. Products sold in various pack sizes to commercial and industrial customers.
3. AdBlue Sales: Bulk and packaged AdBlue diesel exhaust fluid delivery. AdBlue is sold at bowser locations at truck stops and retail sites, as well as bulk delivery to customer doorsteps.
4. Fuel & Lubricant Accessories: Distribution of Alemlube products including lubrication and refuelling equipment, hose storage solutions, spill containment products, vehicle hoists, and wheel servicing equipment.
5. Fuel Card Services: Phoenix Petroleum Fuel Card offering 24-hour self-service fuel access, consolidated monthly statements, PIN security, no card fees. Additional Caltex StarCard offering accepted at 6,000+ locations nationwide.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Phoenix Petroleum is a locally-operated fuel and lubricant distributor headquartered in Bunbury, Western Australia. The company delivers premium petroleum fuels (Diesel, ULP 91 RON, PULP 95 RON, 98 RON), AdBlue diesel exhaust fluid, and Caltex-branded oils and lubricants directly to commercial, industrial, agricultural, mining, and marine customers across the South West WA region. It also operates retail petrol stations under Caltex and Gull brands and provides fuel card services via its own card network and the Caltex StarCard network.

Product overview

Phoenix Petroleum is a locally-operated fuel and lubricant distributor serving Western Australia's South West region, established in 2009. The company operates under parent company Fuel Distributors of Western Australia (FDWA). Its core product portfolio consists of petroleum fuels (Diesel, ULP 91 RON, PULP 95 RON, and 98 RON) and Caltex-branded oils and lubricants (Delo SLK, Delo MGX, Rando 68, THF, Delo Starplex EP2). Supporting services include the Phoenix Petroleum Fuel Card (accepted at 19 WA locations), Caltex StarCard (accepted at 6,000+ stations nationally), bulk fuel delivery, AdBlue diesel exhaust fluid, and Alemlube accessories. The company also operates retail petrol stations under Caltex and Gull brands throughout Western Australia.

Differentiator

Problem solved

Functional benefit

Products and services

• Diesel Standard diesel fuel with 10ppm sulphur content for cleaner burning and reduced emissions, sold in bulk for domestic and commercial transport customers.
• ULP (Unleaded Petrol 91 RON) Unleaded petrol with Octane 91 (RON), the most common petrol grade, sold to commercial and domestic spark ignition vehicle users.
• PULP (Premium Unleaded Petrol 95 RON) Premium unleaded petrol with Octane 95 (RON) for greater protection from engine wear, designed for modern vehicles requiring higher octane fuels.
• 98 RON Premium Unleaded High octane 98 RON unleaded fuel that maximises engine power and performance with fewer emissions and improved fuel economy.
• AdBlue Diesel exhaust fluid used in modern trucks with selective catalytic reduction systems to reduce oxides of nitrogen emissions. Manufactured to ISO 22241 standards and available in bulk delivery and bowser sales.
• Caltex Oils & Lubricants Range Authorised distribution of Caltex-branded oils, greases and lubricants including Delo SLK, Delo MGX, Rando 68, THF, and Delo Starplex EP2 for commercial and industrial customers.
• Phoenix Petroleum Fuel Card Fuel card service offering 24-hour self-service fuel at nominated sites with no monthly fees, consolidated monthly statements, PIN security, and quick card replacement across 19 WA locations.
• Caltex StarCard Fuel card accepted at over 6,000 Caltex and Puma service stations Australia-wide, with transaction restrictions, PIN authorisations, security alerts, and consolidated Phoenix monthly statements.
• Bulk Fuel Delivery Bulk fuel and lubricant delivery service covering South West WA including Augusta, Busselton, Bunbury, Boyup Brook, Capel, Collie, Donnybrook, Harvey, and Margaret River. Serves transport, mining, agriculture, marine, and private business customers.
• Online Fuel Ordering Online platform for placing fuel orders for Diesel, ULP, PULP, and 98 RON fuels with next-day delivery when ordered by 3pm.
• Alemlube Fuel & Lubricant Accessories Distribution of Alemlube lubrication and refuelling equipment, hose storage solutions, spill containment products, vehicle hoists, and wheel servicing equipment.

Named customers5 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Fuel Distributors of Western Australia (FDWA)coreStrategic or Co-development PartnerPhoenix Petroleum operates under parent company Fuel Distributors of Western Australia (FDWA). Phoenix was established in 2009 as a subsidiary focused on the South West WA region. FDWA provides the broader operational framework including retail station management, fuel card services, and statewide distribution network.
• Caltex (Chevron)coreChannel Partner/ Reseller/ DistributorPhoenix Petroleum is an authorized Caltex lubricant distributor in Western Australia's South West. They distribute Caltex products including Delo SLK, Delo MGX, Rando 68, THF, and Delo Starplex EP2. Phoenix also operates Caltex branded retail petrol stations and offers Caltex StarCard.
• GullminorChannel Partner/ Reseller/ DistributorPhoenix/FDWA operates Gull branded retail petrol stations including the Gull York location at 63 Avon Terrace, York WA 6302.
• AlemlubeminorChannel Partner/ Reseller/ DistributorPhoenix Petroleum is a proud supplier of Alemlube products including lubrication and refuelling equipment, hose storage and retrieval solutions, spill containment products, vehicle hoists and wheel servicing equipment.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Puma Energy: Global downstream fuel company with Australian operations in retail fuel, commercial fuel, lubricants, and bitumen. Puma stations are part of the Caltex StarCard network Phoenix distributes, and Puma competes directly for commercial and industrial fuel customers.
• BP Australia: Major integrated oil major with Australian retail network (BP branded stations), refinery operations, and commercial fuel/lubricant distribution (Castrol partnership). Overlaps with Phoenix in commercial fleet fuel and lubricants.
• Viva Energy: Major Australian fuel retailer (Shell licensee) operating the Geelong refinery and national retail network through Shell and Coles Express brands. Overlaps with Phoenix in commercial fuel distribution and competes in retail across Australia.
• Ampol: Australia's largest fuel retailer and refiner (acquired Caltex Australia). Owns the Caltex brand that Phoenix distributes under, and competes directly with Phoenix's Caltex-branded retail stations in WA. Major incumbent with national network and refined products.

Direct peers

• Peak Petroleum: Australian regional fuel and lubricant distributor providing bulk fuel delivery, lubricants, and fuel card services to commercial and agricultural customers. Comparable regional multi-product distributor model to Phoenix.
• Liberty Oil: Australian fuel and lubricant wholesaler/distributor serving commercial and industrial customers with bulk delivery, fuel cards, and AdBlue. Comparable to Phoenix in serving regional commercial customers with a multi-product fuel and lubricant portfolio.
• Western Petroleum: Australian fuel and lubricant distributor operating in Western Australia with bulk delivery and commercial fleet focus. Comparable regional distributor profile serving similar transport, mining, and agricultural customers in WA.
• Gull Petroleum: Australian fuel retailer and distributor operating branded petrol stations and bulk fuel delivery, with strong presence in Western Australia. Directly competes with Phoenix's Gull-branded stations and competes for WA commercial fuel customers.
• Neumann Petroleum: Australian family-owned regional fuel and lubricant distributor with bulk delivery, cardlock, and commercial fleet focus across multiple states. Directly comparable to Phoenix in product mix (diesel, ULP, lubricants, AdBlue), customer base (transport, agriculture, mining), and distribution model (bulk delivery + retail sites).

Others

• Castrol: Global lubricants manufacturer and distributor (BP subsidiary) selling industrial and automotive lubricants. Competes with Phoenix's Caltex lubricant distribution at the product level, particularly in industrial, mining, and automotive segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/fueldistributor
• YouTubeyoutube.com/channel/UCNiQ_tdfDvn0bwCX8RmR8ug
• Facebookfacebook.com/PhoenixPetroleumSouthWest
• Instagraminstagram.com/phoenix_petroleum
• LinkedInlinkedin.com/company/phoenix-petroleum

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Phoenix Petroleum