To celebrate Shell's 135 years in Singapore, the petroleum giant has completely transformed the traditional pit stop experience. (pictured above L-R: Irene Lau, managing director of Watsons Singapore & New Markets Watsons International, Doong Shiwen, general manager of Shell Mobility and Convenience Singapore and Chang Kah Siong, director of Wine Portal Holding Pte Ltd)
On February 11, 2026, the company unveiled a refreshed Shell Select store concept designed to be more than just a place to grab a quick snack.
This evolution acknowledges that modern motorists – especially electric vehicle drivers who spend more time at charging stations – are looking for a retail experience that is relevant, well-designed, and useful for their daily lives.
According to Doong Shiwen, general manager of Shell Mobility and Convenience Singapore, the goal is to create simple, high-quality stops that fit naturally into a customer's day. “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,” he said.
Doong adds, “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.”
The star of this refresh is a series of exciting new partnerships that bring big-name brands right to the service station. For the first time globally, Watsons has launched its "Watsons Lite" concept within a Shell station, offering a curated selection of health and personal care essentials.
Joining them is the home and lifestyle brand HOOGA, marking their first collaboration with Shell to provide car scents and curated lifestyle items that add a touch of comfort to any journey.
For those heading to a gathering, Shell has also expanded its partnership with Vivino across Singapore, bringing highly-rated and affordable wines to a convenient service station environment.
These changes are already live at 12 locations across the island, including stations in Sengkang, Newton Circus, Havelock, and Siglap, with plans to roll out to more sites progressively.
By combining fresh food, vehicle care, and intuitive store layouts with these trusted brand partners, Shell is reimagining the routine pit stop as a moment of refresh and style.
