First Utility Ltd. (First Utility), one of the UK’s largest and fastest growing independent energy providers, and Shell Energy Europe Ltd. (Shell Energy Europe), a major integrated energy marketing and trading company in Europe, have reached an agreement to supply electricity and gas to households in Germany.

First Utility will operate in the German market through its subsidiary First Utility GmbH, headquartered in Hamburg, and under the Shell brand. Building on the success of First Utility’s customer proposition in the UK, the German business will extend the ethos of greater customer engagement and pricing transparency to the German market, increasing choices for consumers and offering a range of competitive energy tariffs.

Under the terms of the agreement, First Utility will apply its retail market expertise and cutting-edge technology to provide all product management, marketing activities and customer support. Shell Energy Europe will utilise its unique trading competences, scale and reach to competitively source electricity and gas that will be provided by First Utility to German household customers. All product and service offerings will be Shell branded.

This launch underlines Shell Energy Europe’s confidence in First Utility’s business model and customer value proposition. The collaboration builds on the existing energy trading agreement between First Utility and Shell Energy Europe in the UK.

Ian McCaig, CEO of First Utility, said: “Our customers in the UK have experienced a very real and positive difference in joining First Utility.  We have shown that greater engagement and transparency from an energy supplier as well as great prices can really benefit customers and we believe the same fundamentals will appeal in Germany as well.

First Utility has helped to change the face of the energy industry in the UK and our first move overseas is another exciting opportunity for us. We have built a very positive collaboration with Shell in the UK, and we are now able to bring our proven expertise to this new venture.”

Jonathan McCloy, General Manager North West Europe for Shell Energy Europe, said: “Shell Energy Europe has an established and strong presence in the German market offering advanced energy solutions to wholesalers and large industries. This agreement allows us to access the household market in Germany through a trusted relationship with First Utility.”

The marketing activity of First Utility in Germany will offer customers three tariff options and will launch in October. It will aim at capitalising on Shell’s brand and extensive nationwide presence, comprising 2,200 retail fuel filling stations, 7 million loyalty card customers and a strong online presence.


Shell International Media Relations: 

+44 (0) 20 7934 5550

Shell Energy Europe: 

Cristina Colom

+34 691 439 829

About First Utility

First Utility is the UK’s fastest growing and largest independent energy supplier. It supplies gas and electricity to more than 850,000 customers throughout the UK and is committed to helping them reduce their energy bills by offering cheaper tariffs, helping customers use less energy through the use of innovative technology and campaigning for industry change. First Utility also donates 1% of its profits each year to the First Utility Foundation, an independent charitable organisation with a goal to improve the lives of vulnerable families and individuals across the UK

About Shell Energy Europe

Shell Energy Europe Ltd. is one of the major energy supply businesses and a leading marketer and trader of energy commodities, including gas, power and CO2. Shell Energy Europe’s trading office is in London. It was formed from the merger of Shell’s gas marketing and trading business in 2009, and leverages the integration of these capabilities to offer “Energy Solutions for Your Business” to customers, including Pan-European energy-intensive industries; commodity trading companies; energy production companies; energy retail companies; energy asset investors and financial institutions; power producers and storage and transport providers.

For further information, visit

About Royal Dutch Shell plc

Royal Dutch Shell plc is incorporated in England and Wales, has its headquarters in The Hague and is listed on the London, Amsterdam, and New York stock exchanges.  Shell companies have operations in more than 70 countries and territories with businesses including oil and gas exploration and production; production and marketing of liquefied natural gas and gas to liquids; manufacturing, marketing and shipping of oil products and chemicals and renewable energy projects.

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