Fomento Económico Mexicano, S.A.B. de C.V. (FEMSA) has commenced the rebranding of its recently acquired U.S. convenience stores to the OXXO banner, as reported on February 28, 2025. The initial conversions are taking place in Odessa and Midland, Texas.
This initiative follows FEMSA's acquisition of Delek's 249 locations across the Southwest in 2024. The rebranding effort is a key step in establishing OXXO's presence and value proposition in the U.S. market.
The company aims to leverage its established OXXO brand to expand its convenience retail footprint in the United States, building on its expertise from the Mexican market.
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