Who Owns Hele?
Hele is a fuel brand owned by Par Hawaii, a subsidiary of Par Pacific Holdings (NYSE: PARR). Launched in 2016, Hele represents a contemporary fuel brand targeting younger, value-minded consumers in Hawaii. The brand operates fuel stations across three major Hawaiian islands alongside nomnom convenience stores.
Parent Company
Par Pacific Holdings
Founded
2016
Status
Publicly Traded
Headquarters
Kapolei, Hawaii, USA
Who Owns Hele?
- Parent Company: Par Pacific Holdings
- Ownership Type: Wholly owned
- Company Type: Publicly Traded
- Stock Ticker: NYSE: PARR
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Hele | Par Pacific Holdings | Wholly owned |
History of Hele
- Founded: 2016
- Founders: Par Hawaii (internal development)
Hele was launched in 2016 by Par Hawaii as a contemporary fuel brand designed to appeal to younger, value-minded consumers in Hawaii. The brand name "Hele" comes from Hawaiian language, meaning "to go, move, or come," reflecting the brand's focus on convenience and mobility.
Par Hawaii invested approximately $4 million in 2016 to convert many of its existing fuel stations from the 76 and Tesoro brands to the Hele brand. This rebranding initiative represented a significant investment in modernizing Par Hawaii's retail presence and creating a distinct brand identity for contemporary consumers.
The brand features crisp, brightly-lit stations designed as modern, convenient oases for commuters and travelers. Hele stations are typically co-located with nomnom convenience stores, creating integrated fuel and snack destinations across Hawaii's major islands.
About Par Pacific Holdings
Par Pacific Holdings is an American energy company that operates through three primary business segments: Refining, Retail, and Logistics. The company owns and operates refineries with combined capacity of approximately 219,000 barrels per day across three locations in Hawaii, Washington, and Wyoming.
The company's retail operations include fuel and convenience store brands serving customers in Hawaii, Idaho, and Washington. Par Pacific's logistics segment manages energy infrastructure including storage terminals and pipeline operations. The company serves both conventional and renewable fuel markets, with a focus on sustainable energy solutions.
Par Pacific operates as a publicly traded corporation on the New York Stock Exchange, allowing investors to own shares in the company and its diversified energy portfolio. The company employs thousands of people across its refining, retail, and logistics operations.
- Founded: 2012
- Headquarters: Houston, Texas, USA
- Company Type: Publicly Traded
- Stock: NYSE: PARR
Where Is Hele Made / Based?
- Headquarters: Kapolei, Hawaii, USA
- Manufacturing / Operations: Hawaii
Brands Owned by Par Pacific Holdings
- nomnom - Snack-focused convenience store brand owned by Par Hawaii, offering local munchi...
Hele Ownership: Pros & Cons
Advantages
- +Modern, contemporary brand design appealing to younger consumers
- +Strategic co-location with nomnom convenience stores
- +TOP TIER gasoline quality standards
- +Strong market presence across Hawaii's major islands
- +Support from Par Pacific Holdings' refining and logistics infrastructure
- +Integration with established energy company operations
Considerations
- -Limited geographic presence (Hawaii only)
- -Competition from established fuel brands like 76 and Shell
- -Dependence on Hawaii's fuel market and pricing
- -Reliance on parent company's refining operations
- -Limited product diversification beyond fuel and convenience items
- -Market constraints in island economy
Frequently Asked Questions About Hele
Competitors to Hele
No direct competitors found in the same category. This could be because Heleoperates in a unique market segment or we're still building our competitor database.
Par Pacific Holdings Stock Information
Jobs at Par Pacific Holdings
Latest News About Hele
Related Articles About Hele
View more articles
Monthly M&A Roundup: February 2026 Brand Ownership Changes
From Keurig Dr Pepper's planned split to the Netflix-WBD saga, here is every major brand ownership change and deal in February 2026.
The Most Acquired Categories: Tech vs CPG vs Pharma
Which industries see the most brand acquisitions? We compared technology, consumer goods, and pharmaceuticals to find out where the most M&A activity happens and why.
The Truth About 'Made in America' Brand Claims
Many brands market themselves as American-made. But what does that actually mean when the parent company is foreign, the parts come from overseas, and 'assembled in USA' is not the same as 'made in USA'?
People Also Searched
Discover popular brands and companies in the fuel-energy category and related searches from other users.
Par Pacific Holdings
American energy company operating refineries, logistics, and retail fuel and convenience store brands across the western United States and Hawaii.
160over90
Global marketing and PR agency specializing in branding, advertising, and experiential marketing for entertainment and sports clients.
7-Eleven
Global leader in convenience retail with over 84,000 stores across 19 countries, offering a diverse range of food, beverages, and everyday essentials with a focus on 24/7 accessibility and neighborhood convenience.