Shell today unveiled its refreshed Shell Select store concept, designed to bring customers a more convenient and enjoyable stop through a thoughtful selection of everyday essentials, lifestyle items and well‑known brands.
For 135 years, Shell has been part of Singapore’s everyday journeys. Today, its islandwide stations offer more than refuelling, with Shell Recharge electric vehicle (EV) charging, car care services and convenient retail options that support motorists and nearby communities wherever their journeys take them. The refreshed Shell Select builds on this broader offer by making each stop easier, more useful and more relevant for modern lifestyles.
“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. “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.”
Recent insights show that Singapore consumers increasingly value the overall experience a brand provides, as much as its products and services . This is especially true for EV drivers, who often look for more than a quick charge as they spend longer periods at charging locations. These shifts point to a broader change in retail, where relevance and a well-designed customer experience increasingly set brands apart.
The refreshed Shell Select brings together everyday essentials for people on the go – from health and personal care to thoughtful gifting, fresh food and vehicle care – supported by well‑known brands and intuitive store layouts designed for quicker, easier shopping.
Shell Select also introduces several retail firsts in Singapore’s mobility and convenience space. These include Shell’s first partnership with home and lifestyle brand HOOGA, featuring curated lifestyle and car scent products; the first Watsons Lite concept globally within a Shell service station, offering health and personal care essentials; and an expanded Vivino partnership in Southeast Asia, bringing curated wine retailing into a service station environment.
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 said, “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.”
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 presently available at 12 Shell service stations across Singapore, with more locations and enhancements to be rolled out progressively. To celebrate the launch, Shell is offering up to 30% off1 on HOOGA, Watsons, Vivino and Shell Café products at participating Shell Select stores from now until 31 March 2026.
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