Shell Unveils Refreshed Shell Select Concept with Watsons, HOOGA and Vivino Partnerships

Shell has introduced a refreshed Shell Select store concept in Singapore, enhancing the service station experience with a wider range of everyday essentials, lifestyle products and established retail brands.

Marking 135 years as part of Singapore’s everyday journeys, Shell has evolved its stations beyond traditional refuelling points. Today, its islandwide network offers Shell Recharge electric vehicle (EV) charging, car care services and convenient retail options designed to support motorists and nearby communities. The revamped Shell Select concept builds on this ecosystem, aiming to make every stop more convenient, relevant and enjoyable for modern consumers.

A More Experience-Driven Stop

Recent consumer insights indicate that Singaporeans increasingly value overall brand experience alongside products and services. This trend is particularly evident among EV drivers, who typically spend longer periods at charging stations and seek more meaningful ways to use their time.

The refreshed Shell Select addresses these expectations by curating a thoughtful mix of health and personal care items, lifestyle products, gifting options, fresh food and vehicle essentials. The stores also feature intuitive layouts to enable faster and more seamless shopping.

Retail Firsts in Singapore’s Mobility Space

The new concept introduces several retail firsts within Singapore’s mobility and convenience sector:

• HOOGA Partnership: Shell’s first collaboration with home and lifestyle brand HOOGA, offering curated lifestyle items and car scent products.
• Watsons Lite at Shell: The world’s first Watsons Lite concept within a Shell service station, providing essential health and personal care products in a compact retail format.
• Expanded Vivino Collaboration: An extended Southeast Asia partnership with wine marketplace Vivino, bringing curated wine selections into a service station environment.

These additions reflect Shell’s effort to redefine what a service station can offer, blending mobility needs with lifestyle convenience.

Rollout and Launch Promotions

The refreshed Shell Select concept is currently available at 12 Shell service stations across Singapore, with more locations and enhancements planned in phases.

To mark the launch, customers can enjoy up to 30% off selected products from HOOGA, Watsons, Vivino and Shell Café at participating Shell Select stores until 31 March 2026.