Daniel Lim
Singgah Sdn Bhd (Singgah), a local-centric convenience store chain, opened its third flagship store at Roxana Shell Service Station in Seria yesterday.
Deputy Minister of the Department of Energy at the Prime Minister’s Office Dato Seri Paduka Awang Haji Matsatejo bin Sokiaw officiated the opening.
BSM Managing Director Muhammad Norshafiee bin Dato Paduka Haji Abdul Jalil in his opening remarks highlighted that Singgah plans to drive growth in Shell retail stations and expand across the country as they continue to work with local communities.
Singgah’s first branch opened at the PGGMB building in January 2022, and its second branch was opened in Kampong Buang Sakar Shell Riverine Station last December.
The BSM managing director said with some 1,000 customers visiting the Roxana Shell Service Station daily, they will now have the convenient access to on-the-go products ranging from food and drinks to lubricants and car care products.
“Singgah features a number of local brands, including Happy Cream, Hujan, Two Sons, EnEvo, Kachew, bruneihalalfoods, Warisan Maruku and NOICE,” he said. “Some of these local products only had access to the Brunei-Muara District market, and Singgah and BSM are jointly delighted to provide them with a platform to serve the Belait District.”
After the official opening, the Dato Seri Paduka Awang Haji Matsatejo toured the store.
Operation Manager of Singgah at Roxana Shell Service Station Arinah binti Haji Ramle said the new storefront represented a major shift from a conventional convenience store.
“We focus mainly on customers that have a busy and on-the-go lifestyle and are looking for a quick and easy place to come and go,” she said.
“Hence the name singgah,” which means “stop by” in Malay language, she added.
The operations manager said the store is a platform for local businesses and entrepreneurs, especially micro, small and medium enterprises (MSME’s) to showcase their products.
“We do a lot of collaboration and support local MSMEs in terms of marketing and promoting their products at Singgah with our customer base,” she said.
“We want to expand and help provide the locals a platform to promote their products, as well as to cater to our customers in the area with a quick one-stop shop.”
Shell Country Chair in Brunei Darussalam and Brunei Shell Petroleum Company Sdn Bhd Managing Director of (BSP) Agnete Johnsgaard-Lewis was also present.
