OUR BRANDS
Brands we believe in.
Every brand on our shelves was chosen deliberately, whether for quality, for values, for the simple reason that we'd buy it for our own children.
elly - designed right here.
elly is our own Singapore children's clothing label, born from a simple belief that beautiful clothes and practical clothes don't have to be two different things. Every print is hand-drawn. Every cut is tested on real, wiggly kids.
We make for newborns all the way to tweens (0–14 years), with a particular soft spot for our Chinese New Year twinning collections, the ones families come back for year after year.
In 2019, Disney called. We still can't quite believe it. Our Disney | elly collections bring beloved characters to life in our signature cuts for newborns up to 14 years, plus swaddles, blankets and baby gifts.
Shoes for every adventure.
We carry shoes from EU20 to EU32, from babies taking their very first steps to children who have very strong opinions about what goes on their feet. Every brand is chosen for how it performs in real life: comfortable enough for all-day wear, built well enough to outlast the growth spurt.
More imagination, less screen time.
We choose toys the way we choose clothes, with care. Everything here is open-ended, thoughtfully made, and designed to grow with your child.
Not sure where to start?
Come in and say hello. Our team knows every brand on these shelves personally. We're happy to help you find exactly what you're looking for.
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