About The Elly Store

The Elly Story stands as a testament to the vision and passion of its founders, Carol and Audrey. Established in 2010, this Singaporean children's clothing label emerged from a shared desire to blend timeless elegance with the essential elements of comfort and practicality. The inspiration for Elly sparked when the founders, particularly Carol, encountered the challenge of finding classic and chic dresses for her daughter that were also suitable for the boundless energy of play.

The first chapter of The Elly Story unfolded in February 2012 when the brand opened its inaugural retail store in Cluny Court. A testament to its growth, Elly expanded into a larger unit in November 2015, marking the beginning of its journey to becoming a beloved name in children's fashion.

The brand has since woven its presence into prominent retail destinations, with Elly clothing and accessories gracing the shelves of Tangs Orchard, Tangs Vivocity, Motherswork Great World City, Motherswork Tanglin Mall, and Design Orchard. Excitingly, the story continues as The Elly Store is set to unveil its flagship at One Holland Village in December 2023, promising a new chapter of enchantment.

One of the most captivating collaborations in The Elly Story is the partnership with The Walt Disney Company Southeast Asia, initiated in December 2019. Through the Disney x Elly collections, featuring iconic characters like Mickey Mouse and Classic Pooh, the brand found innovative ways to infuse the magic of Disney into their designs. What began as a venture into children's clothing has evolved into an expansive Disney product range, encompassing blankets, swaddles, sleepwear, and swimwear adorned with beloved Disney Princesses.

As The Elly Story unfolded, the brand gracefully evolved its offerings to cater to children from 0 to 14 years, embracing every stage of their precious growth. Renowned for its Chinese New Year collections, including kids' cheongsams and mandarin-collared shirts for boys, The Elly Store has become a go-to destination for timeless and festive childrenswear.

Today, The Elly Store is a treasure trove, stocking an extensive selection of baby gifts and kids' clothing. The brand's curation extends to a specially selected range of tween clothing and innerwear. The enchantment continues with international brands such as Biomecanics, Bobux, Native, Old Soles, Pediped, and Tip Toey Joey gracing the shelves, alongside a delightful assortment of toys from Jellycat, Green Toys, Plan Toys, Magna-tiles, and more.

The Elly Story is more than a brand; it's a journey that has been a privilege for children to grow up with. Carol and Audrey, the visionary founders, invite you to become a part of this enchanting narrative, where each piece of clothing and every cherished item is a chapter in the magical story of childhood.