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About us

Elly is a Singapore children’s clothing label borne out of a desire to create beautiful baby and children's clothing without compromising comfort and practicality. We founded Elly in 2010 after discovering a gap in the market for girl's dresses when we found it difficult to find clothes for Carol's daughter that were classic chic and fun, and yet comfortable enough for her to run and play.

We started out by selling our designs through friends, at fairs and pop-up boutiques and expanded our range to include boy's shirts. We used the same principle on children's Chinese New Year outfits and quickly became known for our yearly CNY collections when our fun prints and quality fabrics became a hit with customers looking for traditional clothing with a modern take. Since then, Elly's eagerly anticipated annual CNY collection of trendy cheongsams and mandarin-collared boy's shirts, sits among our best-selling collections. 

We opened our first store at Cluny Court in a single unit at #02-29 in February 2012. In August 2013, we opened a sister store, also in Cluny Court, #02-06 to cater to the tween market. In November 2015, Elly moved to a double unit next door #02-31/33 so that we could expand our range of kids' shoes to house 10 international brands. 

Today, The Elly Store has grown into a full-fledged children's store with a wide range of clothing, shoes, toys and accessories, with both a physical and online presence. The sheer variety at The Elly Store makes shopping an exciting and memorable experience for everyone. With our multitude of gift ideas and kids' toys from brands such as Jellycat, Elly is a great shopping destination for newborn gifts. Elly also stocks international kids shoe brands such Pediped, Old Soles, Salt Water Sandals, Pom d'api, Livie and Luca, Native, Bobux, Tip Toey Joey and Converse. 

The Elly team is constantly working to design and make the most beautiful children's clothing that are both fun and practical, as well as look for the best range of children's shoes, toys and accessories to bring to our customers. Follow our retail journey on our blog



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