The development follows JET’s recent expansion across the East of England, where the fuel brand highlighted how disruption caused by the Prax collapse had contributed to a number of dealer signings and re-ties.
Bilsby Filling Station, Partney Filling Station and Ulceby Cross officially joined the JET network on 27 April.
According to Dant, JET was the first supplier to contact the business following the Prax liquidation announcement in June 2025.
“JET was the first supplier to contact us after the Prax liquidation announcement, and we had a meeting the very next day,” he said. “It was a ‘try before you buy’! It went smoothly and there was no reason to go elsewhere.”
While the three sites are located within a few miles of one another in Lincolnshire, Gill Marsh has deliberately developed each forecourt to serve a different customer base.
All three locations operate under the SPAR fascia and are supplied by A.F. Blakemore & Son. Alongside fuel sales, the business has focused on creating distinct convenience retail propositions, supported by local product ranging and its own Tom’s Kitchen food-to-go offer.
Bilsby Filling Station operates as a village convenience destination, serving a largely local customer base and incorporating a Post Office, jet wash and products from regional suppliers.
Partney Filling Station, situated on a key route to Skegness, has developed a retail offer aimed at holidaymakers, including caravan essentials, international foods and specialist products.
The largest site in the portfolio, Ulceby Cross, underwent a major expansion around 18 months ago and now features a 3,000 sq ft store, indoor and outdoor seating and an enhanced food-to-go proposition centred on Tom’s Kitchen. The site also stocks JET ULTRA Diesel and JET ULTRA 99 Unleaded premium fuels and is due to add electric vehicle charging this month, including a 180kW charger and a 50kW charger.
Dant said the company’s approach is based on tailoring each site to its local market rather than adopting a standardised retail format.
“Although the sites are close together, the customer base at each one is different, so we don’t take a one-size-fits-all approach,” he said.
“We keep testing, listening and adjusting – whether that’s through local suppliers, world food ranges, specialist products or our Tom’s Kitchen offer – so each site reflects the customers and community it serves.”
He added that Ulceby Cross had evolved beyond a traditional filling station model. “We have transformed Ulceby Cross from a traditional fuel station with a small kiosk-style shop into a shopping destination in its own right that happens to sell fuel.”
Martin Smith, Retail Account Manager at Phillips 66 Limited, said the agreement reflected the relationship-focused approach JET is seeking to develop with independent dealers. “What stands out with Gill Marsh is the strength of the local retail thinking behind the portfolio,” he said.
“These are three nearby sites, but each has its own role, customer base and retail proposition. That fits very naturally with JET’s approach – personal service, strong relationships and the flexibility to support dealers in ways that work for their businesses and the communities they serve.”
Images provided by JET / Phillips