The elly story

Our Founders

Carol & Audrey

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.

Our Retail Footprint

Cluny Court | One Holland Village

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

Today, our Elly clothing and accessories can be found at Tangs Orchard, Tangs Vivocity, Motherswork Great World City, Motherswork Tanglin Mall and Design Orchard.

In December 2023, The Elly Store will open its flagship at One Holland Village.

Our collaboration with

Disney | Elly

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. 

The Disney partnership has given us a chance to get to know Disney characters better and find creative ways to weave them into our designs.

When we started our partnership with Disney in December 2019, we designed mainly kids clothing. Today, our Disney product range includes blankets, swaddles, sleepwear and swimwear with well-loved characters such as Disney Princesses.

Growing up with Elly

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.

Today, The Elly Store stocks an extensive selection of baby gifts and kids' clothing, with our specially-curated range of tween clothing and innerwear. We also carry international brands of shoes such as Biomecanics, Bobux, Native, Old Soles, Pediped, and  Tip Toey Joey and toys from Jellycat, Green Toys, Plan Toys, Magna-tiles and more.

It's been a privilege for your children to grow up with elly.

Carol & Audrey