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.
Gulf’s core business is manufacturing and marketing an extensive range of performance lubricants and associated products across a diverse range of market segments.
Gulf also licenses national fuel retail networks around the globe and is currently present in over 18 countries with more than 1,250 stations. Gulf has a strong international presence in Europe, South America, the Middle East and the Asia Pacific region, owning blending facilities and several licensed plants worldwide. It is the majority shareholder in Gulf Oil Lubricants India Ltd, listed on the BSE. Gulf’s business also includes Gulf Marine, which supplies lubricants to the global shipping industry across 1,100 ports worldwide.
* The range of Gulf merchandise will not be available for purchase in Spain & Portugal.
For more information visit: www.gulfoilltd.com
About Bennies Fifties
What started in 1975 as a small antique shop has, over the past five decades, grown into a leading name in the world of American vintage. Bennies Fifties has become a go-to destination for collectors and enthusiasts across the globe, known for its unique and nostalgic selection of items from the golden age of Americana.
Located in the charming seaside town of Scheveningen, near The Hague, the showroom offers an immersive trip back in time. It radiates the authentic spirit of the American '50s lifestyle, filled with eye-catching jukeboxes, glowing neon signs, iconic vintage gas pumps, retro furniture, original vinyl records, stylish fifties fashion, and a carefully curated collection of automobilia. From enamel signs and oil cans to classic car memorabilia and rare garage décor, the collection captures the soul of mid-century America.
Bennies Fifties has become a true icon among collectors and man cave enthusiasts alike—a treasure trove for anyone searching for that one special piece to complete their space. Whether you're a seasoned collector, a vintage lifestyle lover, or simply drawn to the timeless charm of the fifties, Bennies Fifties is the perfect place to begin your journey into the past.