What Vibe Petroleum does

Vibe Petroleum is a Western Australian independent fuel retailer operating over 50 service stations across metropolitan Perth and regional Western Australia. Founded in July 2014 and headquartered in West Perth, the company sells unleaded petrol (91, 95, 98), diesel, premium diesel, fast flow diesel, LPG, and AdBlue through its branded station network, which is expanded and operated primarily through a Commission Agent model where independent operators run individual Vibe sites as their own businesses. The company is privately held, with 19 corporate employees, and its underlying technology stack consists of standard fuel dispensing equipment, inventory management systems, and an online account management portal for business fuel card customers; no proprietary technology platform is disclosed.

Vibe generates revenue across five streams: retail fuel sales at company and agent-operated stations, bulk fuel commercial deliveries to rural, mining, industrial, and truck stop customers via its own fleet, convenience store sales at VIBE Shop locations (including IGA Xpress partner sites), per-litre discount fees from the VIBE Fuel Card program (powered by the WEX network giving acceptance at 95%+ of Australian fuel sites), and commission and partnership fees from Commission Agents and brand partners. Customer segments span individual consumer drivers (primary), ABN-holding business fleet operators, commercial and industrial bulk fuel buyers, and community organizations reached through sponsorship activations.

The company operates under a "Buy Local, Support Local" positioning, which it actively reinforces through sponsorships of Perth Wildcats (NBL basketball), Erebus Motorsport (V8 Supercars), the Eagle Bay Epic Adventure Race, the Gidgegannup Junior Football Club, and Variety WA, alongside cross-promotional discount partnerships with SpudShed supermarkets and Europcar. The legal entity is SV Lakshmi Pty Ltd (ACN 128 771 997), incorporated in Western Australia, with Rakesh Penmetsa serving as Executive Officer.

Name

Vibe Petroleum

Legal name

SV Lakshmi Pty Ltd ACN 128 771 997

Website

https://vibepetroleum.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Vibe Petroleum is a Western Australian independent fuel retailer operating 50+ service stations across metropolitan Perth and regional WA, selling fuel, convenience retail, bulk commercial fuel, and a WEX-backed business fuel card through a Commission Agent-led site model.

Ownership category

akta.pro rank

Product category

Retail Fuel and Petroleum Distribution

NAICS

Gasoline Stations with Convenience Stores (45711), Gasoline Stations and Fuel Dealers (457), Fuel Dealers (45721)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Petroleum Bulk Stations & Terminals (5171)

akta.pro primary industry

Retail Service Station Operations (Company-Owned & Dealer-Operated) (EUALAIAA)

akta.pro secondary industries

Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE), Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD), Fuel Pricing, Loyalty & Payments Platforms (POS, Mobile Pay, Fleet Cards, Loyalty Programs) (EUALAIAK)

Keywords

• Retail fuel stations
• Bulk fuel delivery
• Business fuel cards
• Convenience retail
• Petroleum distribution

Headquarters

HQ city

West Perth

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Fuel Retail: Sale of petroleum products including unleaded petrol (91, 95, 98), diesel, fast flow diesel, premium diesel, and LPG at company and partner service stations across WA.
2. Bulk Fuel Commercial Sales: Bulk fuel deliveries to rural, industrial and commercial customers with no minimum order requirements. Covers farms, mine sites, and truck stops using company fleet of delivery vehicles.
3. Convenience Retail (VIBE Shop): Convenience store sales including groceries, hot food, beverages, snacks, automotive supplies, and telecommunications cards. IGA Xpress partnerships at selected locations provide extended grocery range.
4. Fuel Card Program: Business fuel card providing fleet management with per-litre discounts, accepted at Vibe locations and WEX network sites nationwide. Revenue from transaction fees and merchant services on business accounts.
5. Commission and Partnership Fees: Revenue from Commission Agents who operate Vibe sites, and partnerships with IGA Xpress and other on-site operators who pay commission or share revenue from convenience sales.

Pricing tiers

Go-to-market motion5 records

Distribution channels7 records

Marketing channels7 records

Core offering

Vibe Petroleum is a Western Australian independent fuel retailer that sells petrol, diesel, LPG, and AdBlue through a network of 50+ service stations across metropolitan Perth and regional Western Australia. The company also operates the VIBE Fuel Card for business fleet customers (accepted at Vibe sites and WEX network locations nationwide), provides bulk fuel delivery to rural, mining, and industrial customers, and runs convenience retail (VIBE Shop) at selected locations, including IGA Xpress partner sites.

Product overview

Vibe Petroleum is a Western Australian independent fuel retailer operating a network of over 50 service stations across metropolitan Perth and regional Western Australia. The company offers four main products: retail fuel sales through its service station network (providing unleaded petrol, diesel, LPG, and AdBlue), the VIBE Fuel Card for business customers offering nationwide acceptance and fuel discounts, Bulk Fuel delivery services for commercial and industrial clients, and the VIBE Shop convenience store offering at selected locations featuring groceries, hot food, beverages, and automotive supplies. The company operates under a 'Buy Local, Support Local' ethos, reinvesting in local communities through sponsorships and partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• Fuel Retail (VIBE Service Stations)

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• SpudShedcoreGTM or Marketing Partner · 1 December 2022Partnership launched December 2022 where SpudShed supermarket shoppers who spend $30 or more receive a voucher for 4cpl discount on fuel at participating Vibe outlets. Two local family businesses collaborating to save customers money.
• UberEATSminorGTM or Marketing PartnerTesting home delivery of convenience items via UberEATS platform in Western Australia. Vibe seeks to expand into mobile convenience to stay competitive with fast food chains.
• EuropcarcoreGTM or Marketing PartnerOngoing partnership for approximately 3 years where Europcar customers receive 4cpl fuel discount when visiting Vibe stations. Mutual customer benefit driving traffic to both brands.
• Perth WildcatscoreGTM or Marketing PartnerSponsorship as membership partner with Wildcats members saving 4c per litre when presenting membership card at Vibe stations. Alignment of community values between both WA success stories.
• Eagle Bay Epic Adventure RaceminorGTM or Marketing PartnerSponsorship of the adventure race event held 7-8 November 2020, an evolution of the previous 14-year history Anaconda/Augusta Adventure Fest. Vibe proud to support WA adventure sport.
• Erebus MotorsportcoreGTM or Marketing PartnerPrimary partner on Cooper Murray's #99 Camaro for 2025 Perth Super440. Sponsorship reflects shared values of drive, resilience, and local roots. Vibe branding featured prominently on race car.
• Dare ChargedminorGTM or Marketing PartnerCo-sponsor of Erebus Motorsport program alongside Vibe. Energy-boosted iced coffee brand supporting Cooper Murray's racing efforts.
• PowerPlayminorGTM or Marketing PartnerWA-grown electric karting brand returning as supporting partner for Erebus team for home round. Expanded beyond WA state.
• Variety WAcoreGTM or Marketing PartnerSupported Bruce and Stephanie from 6PR with fuel for 'Vanessa' the Kombi traveling through WA southwest for Variety Club of WA Creative Car Cruise. Over $250,000 raised for WA sick kids and families.
• 6PR (Radio Station)minorGTM or Marketing PartnerPartnership with Perth radio station 6PR for the Kombi-powered Variety WA fundraising tour. Fuel support provided for the journey.
• Gidgegannup Junior Football ClubcoreGTM or Marketing Partner2025 Season Sponsor of local junior football club. Supporting local community sports as part of Buy Local Support Local ethos.
• IGA XpresscoreChannel Partner/ Reseller/ DistributorConvenience store partnerships with IGA Xpress located at selected Vibe service stations. Extended grocery range and fresh food offerings complementing fuel sales.
• Epic Adventure RaceminorGTM or Marketing PartnerVibe became a sponsor of the Epic Adventure Race in October 2020. Event held down south showcasing Vibe's support of WA adventure sports and community events.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Ampol: Australia's largest fuel company (formerly Caltex) operating a national network of company-owned and franchised service stations — a broad incumbent competitor with much greater scale than Vibe.
• BP Australia: Global major operating branded fuel retail and convenience sites across Australia, directly competing with Vibe in metropolitan Perth and regional WA.
• Puma Energy Australia: Global downstream fuel operator with a presence in Australia across retail, commercial and bulk fuel segments — an incumbent comparable to Vibe's bulk and retail fuel business.
• Woolworths Metro Fuel: Fuel retail partner sites linked to Woolworths Everyday Rewards, offering grocery-subsidised fuel pricing that competes directly with Vibe's discount and loyalty programs.
• Coles Express: Fuel retail network tied to Coles supermarkets with Flybuys-linked discounts, providing a grocery-cross-subsidised convenience and fuel offer that competes with Vibe's VIBE Shop and SpudShed partnership.

Direct peers

• United Petroleum: Independent Australian fuel retailer with a comparable multi-site forecourt network, fuel card program and bulk fuel supply, competing head-to-head with Vibe in the independent segment.
• Liberty Oil: Independent Australian fuel and lubricants distributor operating its own retail network, directly comparable to Vibe's bulk fuel and retail fuel operations across regional Australia.
• 7-Eleven Australia: Australia's largest convenience-led fuel retailer with hundreds of sites across the country, combining fuel sales with C-store and food service — the closest direct peer to Vibe's fuel-plus-VIBE Shop format.

Others

• WEX (fuel card program): Operator of the WEX fuel card acceptance network that Vibe leverages for the VIBE Fuel Card; an ecosystem partner whose pricing and network terms directly affect Vibe's B2B economics.

Emerging players

• Costco Fuel Australia: Members-only warehouse with adjacent fuel stations that has expanded in Australia; competes on price with Vibe in selected catchments and represents a discount-format threat to independent fuel retail.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCsWvVBPGR6FZw2ljlz5KDqA
• Facebookfacebook.com/vibepetroleum
• Instagraminstagram.com/vibepetroleum
• LinkedInlinkedin.com/company/vibe-petroleum

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Vibe Petroleum