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

Elly's childrenswear now ranges from 0 to 14 years to cater to babies all the way to their tweens. It is best known for its Chinese New Year collections of kids cheongsams and mandarin-collared shirts for boys.

Since December 2019, Elly has been collaborating with The Walt Disney Company Southeast Asia for its Disney x Elly collections featuring well-loved characters such as Mickey Mouse and Classic Pooh, and characters from Disney Classics such as 101 Dalmations and Dumbo for babies. 

Elly opened its first retail store in Cluny Court in February 2012 and expanded into a larger unit in November 2015.

Today, The Elly Store stocks an amazing selection of baby gifts, children's clothes, toys and international brands of shoes such as to stock a wide range of international kids shoe brands such as Biomecanics, Bobux, Native, Old Soles, Pediped, and  Tip Toey Joey. You'll find toys from Jellycat, eeBoo, Petit Collage, Tickle Your Senses, Green Toys, Plan Toys, Edx Education, Magna-tiles, Smart Games, Sentosphere, and more.

It also carries beautiful tableware sets from Marcus and Marcus and Miniware. The sheer variety at Elly both in-store and online makes it a great shopping destination for gifts.