Shell revamps Select convenience stores with Watsons, Hooga, Vivino tie-ups
Debuting in 12 locations, the outlets will have an expanded product range, including those for health, wellness and lifestyle products
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[SINGAPORE] Energy and oil giant Shell on Wednesday (Feb 11) rolled out a refresh of its Shell Select convenience stores, featuring new retail partnerships with retailers Watson and Hooga.
Twelve stores around the island have been updated so far, including those in Shell petrol stations at Tampines, Newton Circus, Bukit Batok Road and Choa Chu Kang.
More locations and enhancements will be “rolled out progressively”, Shell said. The company has 56 stations in Singapore, all of which have Shell Select stores. There is also a standalone store at Singapore Expo.
In addition to the tie-ups, the refreshed stores have more intuitive layouts for “quicker, easier shopping”, said the company.
Doong Shiwen, general manager of Shell Mobility and Convenience Singapore, said the new store concept is aimed at making it easier for shoppers to pick up snacks, daily essentials or gifts.
“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.”
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Doong added that the move is a result of the company evolving its approach to petrol stations and convenience stores.
The updated stores will have health and personal care products from Hong Kong-based beauty and healthcare chain Watsons, under the Watsons Lite “shop-in-a-shop” concept.
Singapore home decor brand Hooga will offer lifestyle and car scent products.
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The stores will also have a selection of wines from wine retailer Vivino, the Denmark-based wine marketplace.
Shell and Vivino first announced their collaboration in May 2025. The wine retailer currently has its products in 49 Shell stations in Singapore.
“Recent insights show that Singapore consumers increasingly value the overall experience a brand provides, as much as its products and services,” said Shell, citing research by Salesforce.
In retail, this reflects an increased need for relevance to consumer needs and a positive customer experience.
This is “especially true” for electric vehicle drivers, who spend a longer time at locations, said Shell. Since 2019, the company has offered electric vehicle charging under Shell Recharge.
The company already works with various partners in its Select stores, including McDonald’s, Ya Kun Kaya Toast, car workshops and community services.
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