But this is far from the end of Shell's travails.

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To that end, Shell two years ago bought half of Intergen, a big independent power producer.

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If all goes well, Shell could move forward with a commercial operation by the end of the decade.

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She probably could have landed a high-end label partnership, but why bother when her target would never shell out that kind of money?

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To that end, it announced a number of partnerships with big consumer brands, including InterContinental Hotel Group, Bass Pro Shops and Shell Oil.

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