Shell Select Singapore gets a lifestyle makeover

Shell Singapore has unveiled a refreshed Shell Select store concept, introducing new retail partnerships with Watsons, HOOGA and Vivino as it looks to strengthen convenience-led experiences for motorists and nearby communities.

The move comes as Shell marks 135 years of operations in Singapore and expands its focus beyond fuel to include lifestyle, retail and electric vehicle (EV) charging experiences.

The revamped Shell Select stores will offer a curated mix of everyday essentials, lifestyle products, fresh food and vehicle-related items, supported by redesigned layouts aimed at making shopping quicker and more intuitive.

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The refreshed concept introduces several retail firsts for Shell in Singapore. This includes its first partnership with home and lifestyle brand HOOGA, offering curated lifestyle and car scent products, and the global debut of the Watsons Lite concept within a Shell service station, featuring health and personal care essentials.

Shell has also expanded its partnership with Vivino across Southeast Asia, bringing curated wine retail offerings into selected service station environments.

“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," added Doong. 

Irene Lau, managing director of Watsons Singapore and new markets at Watsons International, said the partnership reflects changing consumer expectations around convenience and accessibility. “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,” she said.

HOOGA chief executive officer Koay Gray Sen added that the partnership allows the brand to integrate lifestyle-led retail experiences into everyday journeys. “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,” he said.

Meanwhile, Soo Hoo Khoon Peng, chairman of Wine Portal Holding, said the Vivino collaboration aims to make curated wines more accessible to consumers across Shell’s network. “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,” said Soo. 

The refreshed Shell Select concept is currently available at 12 service stations across Singapore, with additional locations expected to roll out progressively. To mark the launch, Shell is offering customers up to 30% off selected HOOGA, Watsons, Vivino and Shell Café products at participating outlets until 31 March 2026.

The expansion comes amid shifting consumer expectations, with shoppers increasingly prioritising experiences alongside product offerings. The shift is particularly evident among EV drivers, who typically spend longer periods at charging points, fuelling greater demand for convenience retail and lifestyle services.

According to The Straits Times, EVs accounted for a record 45% of new car sales in 2025, with brands such as BYD, GAC, Xpeng, MG and Zeekr ranking among the top 10 for total registrations. 

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