Singapore – Shell has launched a refreshed Shell Select store concept, expanding its convenience retail offer with a curated range of everyday essentials, lifestyle products and established brand partnerships aimed at enhancing the in-station experience.
The updated format consolidates key on-the-go categories, including health and personal care, gifting items, fresh food and vehicle care, within redesigned store layouts intended to streamline shopping.
As part of the revamp, Shell has introduced new partnerships in Singapore’s mobility retail space. These include its first tie-up with home and lifestyle brand HOOGA, featuring lifestyle and car scent products; the debut of the Watsons Lite concept within a Shell service station globally, offering a selection of health and personal care essentials; and an expanded partnership with Vivino in Southeast Asia to retail curated wines at selected stations.
Irene Lau, managing director of Watsons Singapore & New Markets Watsons International, said, “By partnering with Shell in a first-of-its-kind collaboration with Watsons Lite, we are raising the bar on everyday convenience while staying true to Watsons’ care-led purpose. This collaboration is a strategic step forward in serving Singapore consumers with relevant and accessible solutions for their everyday needs.”
Koay Gray Sen, chief executive officer of HOOGA, added, “HOOGA and Shell share a strong alignment in enhancing everyday convenience through thoughtfully curated, lifestyle-led experiences. By bringing HOOGA into Shell, routine pit stops are reimagined as moments of comfort and refresh along the journey. This collaboration marks an exciting new chapter in how we weave everyday comfort and style into modern, on-the-go lifestyles.”
Also commenting on the partnership, Soo Hoo Khoon Peng, chairman of Wine Portal Holding Pte Ltd, said, “Our partnership with Shell reflects a shared commitment to reimagining everyday experiences through quality and choice. By introducing curated, highly rated and affordable wines across 49 Shell stations island-wide, we are making great wine more accessible to consumers. We are delighted to work with Shell and look forward to growing this collaboration further.”
The refreshed Shell Select is currently available at 12 service stations across Singapore, with further rollouts planned. To mark the launch, Shell is offering discounts of up to 30% on selected HOOGA, Watsons, Vivino and Shell Café products at participating stores until 31 March 2026.
The update forms part of Shell’s broader mobility and convenience strategy in Singapore, where its stations also provide electric vehicle charging under Shell Recharge, car care services and retail options. The move comes as consumer research points to growing expectations around in-store experience, particularly among EV drivers who typically spend longer at charging locations.
“Customers today want simple, useful stops that fit naturally into their day, whether it’s grabbing a snack, picking up daily essentials or finding a small gift for gatherings on the go,” said Doong Shiwen, general manager of Shell Mobility and Convenience Singapore.
Shiwen added, “With the new Shell Select, we’ve worked with trusted brand partners to curate familiar favourites and practical choices that make each visit easier and more relevant. As we celebrate 135 years in Singapore, we’re continuing to redefine what a stop at Shell can be and remain focused on evolving with our customers to make every stop with Shell a better one.”
