Bennies Fifties Signs Licensing Deal with Gulf Oil International Limited for Official Branded Merchandise
The Hague, November 2025 – On June 7th, Dutch retro lifestyle specialist Bennies Fifties – also known as The Fifties Store and Dutch Pickers – officially signed a European licensing agreement with Gulf. This prestigious partnership grants Bennies Fifties the rights to develop and distribute official Gulf-branded merchandise in Europe*.
Under this new collaboration, Bennies Fifties will produce a wide range of Gulf-inspired products, including stationery, keychains, mugs, metal and enamel signs, neon lighting, full-size replica gas pumps, and even a functioning Gulf branded jukebox. Over 50 products are currently in development and will soon be available online via www.gulf-collectibles.eu and www.fiftiesstore.com, as well as through international distribution partners and resellers.
A Tribute to Gulf’s Legendary Heritage
Gulf is one of the most iconic names in the oil and fuel industry, dating back to 1901. Renowned not only for its innovation but also for its unmistakable visual identity. The blue-and-orange colour scheme and Gulf disc logo have become symbols of speed, reliability, and performance. Gulf has played an historic role in motorsports, famously partnering with teams like McLaren Racing and Porsche in Formula 1 and Le Mans, leaving an indelible mark on racing history. Today Gulf continues to play a major role in Formula 1 as sponsor of Atlassian Williams Racing and in Moto GP as sponsor of the Trackhouse MotoGP Team.
Sacha Davis – Vice President of Marketing, Gulf Oil International UK Limited commented:
“Gulf is a lifestyle brand which can stretch into many areas to reflect our core brand values. Gulf are delighted to partner with Bennies Fifties to develop branded products that will appeal to our motor racing fans. We look forward to bringing Gulf’s rich motorsport heritage and racing memorabilia to life for collectors of all ages.”
“A Tremendous Honour”
Owner Sargon Franse shares:
“Gulf approached us directly with the proposal to take on the development of their licensed merchandise — and we consider that a tremendous honour. We live and breathe retro, so Gulf is a perfect fit for our identity and customers. Our ambition is to build a long-term partnership and we’re truly excited for what’s ahead.”
Celebrating 50 Years of Bennies Fifties
The timing of this partnership is especially meaningful as Bennies Fifties celebrates its 50th anniversary this year. What began in the 1970s as a small antique store has evolved into a respected international brand and authority in vintage lifestyle products, jukeboxes, neon art, and garage décor. The shop is a household name in the Netherlands and a go-to destination for collectors across Europe.
About Gulf Oil International Limited:
Gulf, a wholly owned entity of the Hinduja Group, is one of the largest privately-owned downstream companies, with a presence in over 60 countries worldwide. Operating since 1901, Gulf’s history is one of innovation, with a pioneering spirit that still guides the brand today.