Wholesaler and forecourt operator James Hall & Co has trademarked the name ‘Surge’ for use in conjunction with a number of automotive products and services, including fuel retailing and EV charging.
The firm has registered the Surge name for all manner of intellectual-property uses, giving itself the potential to roll the Surge brand out at each its 39 filling stations.
Purple and black versions of Surge have been trademarked, with the word stylised in all lower-case letters for exclusive use across 20 different classes of goods and services.
These include engine lubricants and additives; valeting products; petrol, diesel and fuel retailing and dispensing; EV charging; automotive tools, plus travel accessories such as petrol cans and camping mattresses.
The family-owned Lancashire firm was founded in 1863 and is the North’s primary wholesaler for Spar, owning and operating 150 convenience stores and 20 Post Offices in addition to its filling-station business.
A spokesperson for James Hall & Co said the company is “always looking at potential opportunities and have a portfolio of trademarks within our group of companies”, though added that “some get used and some don’t” depending on the company’s “strategic appetite at the time”, concluding that the Surge name “is just another to add to that for now.”
