Edith Patisserie
Edith Patisserie is a Singapore handmade cake and bakery founded in 2013 by Ethel Tan and Shaun, operating 8 cafe/bakery locations, an e-commerce site with 60-minute express delivery, third-party app delivery, and wholesale supply to CSFresh and Fairprice Finest, serving personal celebrations, corporate events, and retail consumers.
- Company typePrivate
- Founded2013
- HeadquartersSingapore, Singapore
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Edith Patisserie does
Edith Patisserie is a Singapore-based handmade cake and bakery business founded in 2013 by Ethel Tan and Shaun, who met in pastry school; the brand is named after Ethel's mother. The company operates a direct-to-consumer model with omnichannel distribution: an owned e-commerce storefront offering Flexi, Regular, Specific, and 60-minute express delivery (via the Oddle platform), eight physical locations across Singapore (the Tiong Bahru flagship bakery, Cake Bar by Edith at Dhoby Ghaut, Serangoon Gardens, i12 Katong, Fairprice Finest grocer cafes at Thomson Plaza, Punggol Coast Mall, and Woodleigh Mall, plus the Tina's Cafe sister brand), on-demand delivery through Grab, Deliveroo, and Foodpanda, and wholesale supply to CSFresh and Fairprice Finest supermarkets.
The product portfolio centres on three lines: Standard Bakes (ready-designed whole cakes spanning 12+ dietary categories including keto, sugar-free, vegan, egg-free, gluten-free, and alcoholic), Custom Bakes (bespoke decorated cakes for birthdays, weddings, anniversaries, baby showers, corporate events, engagements, graduations, gender reveals, Guo Da Li ceremonies, and baby Full Month/100 Days celebrations), and Party Catering (tea-break sets, platters, and gift boxes). Add-on categories include cake decorations, edible print bakes, and gift cards. Production relies on handmade methods with premium ingredients such as Valrhona chocolate, Belgian couverture, and French butter; the proprietary dimension is recipe engineering for dietary-restricted cakes that retain taste.
Revenue is generated through four streams: retail cake and bake sales (one-time purchase), corporate gifting and catering (one-time purchase), wholesale distribution to supermarkets (transaction-based), and third-party marketplace delivery (transaction-based). Pricing ranges from $1.20 SGD per fondant letter to $436 SGD for large two-tier custom cakes, with free delivery above $150 SGD. The business is registered as a social enterprise by RaiSE and recognised by NVPC as a Company of Good with 2 Hearts, employing individuals with special needs and caregivers as a core part of its mission.
Edith Patisserie firmographics
Firmographics- Name
- Edith Patisserie
- Legal name
- Edith Patisserie
- Website
- https://edithpatisserie.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Edith Patisserie is a Singapore handmade cake and bakery founded in 2013 by Ethel Tan and Shaun, operating 8 cafe/bakery locations, an e-commerce site with 60-minute express delivery, third-party app delivery, and wholesale supply to CSFresh and Fairprice Finest, serving personal celebrations, corporate events, and retail consumers.
- Ownership category
- akta.pro rank
Edith Patisserie industry classification
Industry- Product category
- Artisan Bakery
- NAICS
- Retail Bakeries (311811), Baked Goods Retailers (445291), Caterers (722320)
- SIC
- Bakery Products (2050), Sugar & Confectionery Products (2060)
- akta.pro primary industry
- Cake Shops & Custom Celebration Cakes (THAFAFAC)
- akta.pro secondary industries
- Dessert & Bakery Catering (Cakes, Pastries, Candy) (HSACAGAI), Patisseries & Dessert Boutiques (CRAHAGAB), Dessert Cafes (Coffee + Desserts) (THAFADAH)
Keywords
Where Edith Patisserie is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices8 records
Markets served
Edith Patisserie business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Cake and Bake Sales: Direct sales of handmade cakes, mini bakes, cookies, and pastries through e-commerce website and physical cafe/bakery locations. Products include standard bakes, custom celebration cakes, wedding cakes, and mini bite items.
- Corporate Gifting and Catering: Corporate tea break catering sets, party catering, and corporate gift box orders for office events and corporate celebrations.
- Wholesale Distribution: Wholesale supply of baked goods to CSFresh and Fairprice Finest supermarkets across Singapore.
- Third-Party Marketplace Delivery: On-demand delivery through Grab, Deliveroo, and Foodpanda platforms for last-minute cake deliveries.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Mini Bites and Cookies |
| Unit Pricing | Pay-as-you-go | Standard Whole Cakes |
| Unit Pricing | Pay-as-you-go | Catering Sets |
| Unit Pricing | Pay-as-you-go | Delivery Options |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Edith Patisserie product offering
Product offeringCore offering
Edith Patisserie is a Singapore-based artisan bakery founded in 2013 that designs, bakes, and sells handmade cakes, cupcakes, cookies, brownies, and tier/celebration cakes. The company also provides custom cake design services, party catering, traditional Chinese Guo Da Li and wedding favours, baby celebration sets, and dietary-specific bakes (sugar-free, keto, vegan, egg-free, gluten-free). Operations span 8 cafe locations, an e-commerce site, third-party delivery partnerships, and wholesale distribution to supermarket chains.
Product overview
Edith Patisserie is a Singapore-based handmade healthy cake and bakery company founded in 2013 by Ethel and Shaun. The business operates as a direct-to-consumer bakery with a unified product portfolio organized around three core offerings: Standard Bakes (ready-designed whole cakes, mini bites, and cookies available from the regular menu), Custom Bakes (bespoke decorated cakes built to customer specifications for various occasions including weddings, birthdays, and corporate events), and Party Catering (tea break sets and savory items for events). The company offers add-on products including cake decorations, Guo Da Li wedding favors, baby celebration gift sets, and gift cards. Products are available through same-day delivery, express 60-minute delivery via the Oddle platform, and self-collection from multiple cafe locations across Singapore. Edith Patisserie is recognized as a social enterprise providing employment for individuals with special needs.
Differentiator
Problem solved
Functional benefit
Brands
- Tina's Cafe: A sister cafe brand serving Nanyang breakfast and local dishes, named after Shaun's mother.
Products and services
- Standard Whole Cakes
Quantifiable outcome
- Over 12 years of baking experience since founding in 2013
- +1 more outcomes
Companies that use Edith Patisserie
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Edith Patisserie technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Edith Patisserie partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and major.
- RaiSEcoreEdith Patisserie is recognised by RaiSE (Centre for Social Enterprise) as a registered social enterprise. RaiSE supports and develops social enterprises in Singapore, providing validation and support for businesses with social missions.
- NVPCcoreEdith Patisserie has been conferred 2 Hearts by the National Volunteerism & Philanthropy Centre (NVPC) and recognised as a Company of Good, acknowledging their corporate giving and community impact initiatives.
- Grab, Deliveroo, FoodpandamajorThird-party delivery marketplace partnerships enabling on-demand delivery of Edith Patisserie products to customers across Singapore through delivery apps.
Scale indicators4 records
Recent moves8 records
Expansion highlights5 records
Edith Patisserie competitors and assessment
Company assessmentDirect peers
- Cake Spade: Singapore-based specialty cake shop offering designer celebration cakes, cupcakes, and baked treats via retail and online channels. Direct overlap with Edith Patisserie's standard and custom cake product lines in the same metro market.
- Twelve Cupcakes: Singapore-founded cupcake and celebration cake brand with multiple retail outlets and e-commerce. Direct competitor in the premium dessert-cake category with similar occasion-based positioning.
- Awfully Chocolate: Singapore-origin cake specialty brand focused on premium chocolate cakes and celebration desserts, with retail shops across the city. Closely comparable on product type, premium positioning, and multi-store retail model.
- The Patissier: Singapore specialist patisserie producing celebration and custom cakes, including dietary-friendly options. Direct comparable in the custom-cake niche with overlapping customer base and similar premium positioning.
- Fluff Bakery: Singapore specialty bakery focused on cupcakes, celebration cakes, and treats with retail and online ordering. Comparable artisanal offering and similar audience for occasion-driven cake purchases.
Broad incumbents
- BreadTalk: Established regional bakery chain operating a wide range of buns, pastries, and celebration cakes at scale across Asia. Competes broadly in Singapore bakery retail with much wider SKU breadth and footprint.
- Goodwood Park Hotel Bakery: Long-standing Singapore hotel bakery producing traditional cakes, pastries, and celebration goods (e.g., durian and fruit cakes). Overlaps on premium celebration cakes in Singapore with brand heritage and gift-set channel.
- Bengawan Solo: Established Singapore heritage bakery selling traditional cakes, kueh, pastries, and gift sets through retail outlets and supermarkets. Overlaps on gifting and seasonal celebration cakes with broader traditional-leaning assortment.
Regional players
- Emicakes: Malaysia-origin cake brand with Singapore retail presence offering steamed cakes and celebration items. Comparable category but primarily regional/Malaysian roots, making it a regional peer rather than direct local competitor.
Emerging players
- Julie's Homemade: Singapore home-style bakery producing custom celebration and novelty cakes for individual and corporate occasions. Comparable custom-cake offering and use-case segment but smaller, niche-driven scale than Edith Patisserie.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Edith Patisserie social profiles
Digital presenceEdith Patisserie financial estimates
Financial estimateRevenue estimate
Valuation estimate
Edith Patisserie leadership team
Management profileNumber of profiles
Profiles2 records
Edith Patisserie subsidiaries and ownership
Company hierarchySubsidiaries1 record
Edith Patisserie funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Edith Patisserie M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Edith Patisserie
What does Edith Patisserie do?
Edith Patisserie is a Singapore-based artisan bakery founded in 2013 that designs, bakes, and sells handmade cakes, cupcakes, cookies, brownies, and tier/celebration cakes. The company also provides custom cake design services, party catering, traditional Chinese Guo Da Li and wedding favours, baby celebration sets, and dietary-specific bakes (sugar-free, keto, vegan, egg-free, gluten-free). Operations span 8 cafe locations, an e-commerce site, third-party delivery partnerships, and wholesale distribution to supermarket chains.
Is Edith Patisserie a public or private company?
Edith Patisserie is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Edith Patisserie founded?
Edith Patisserie was founded in 2013. It employs 11 to 50 people.
Where is Edith Patisserie based?
Edith Patisserie is headquartered in Singapore, Singapore, in the Asia region.
How does Edith Patisserie make money?
Four revenue lines are on record. Retail Cake and Bake Sales are the primary driver. The others are corporate Gifting and Catering, wholesale Distribution and third-Party Marketplace Delivery.
Who are Edith Patisserie's main competitors?
Direct peers on record are Cake Spade, Twelve Cupcakes, Awfully Chocolate, The Patissier and Fluff Bakery. Broad incumbents are BreadTalk, Goodwood Park Hotel Bakery and Bengawan Solo. Emicakes is listed as a regional player. Julie's Homemade is listed as an emerging player.
Does Edith Patisserie have an API?
No public API is recorded for Edith Patisserie.
What industry is Edith Patisserie in?
Edith Patisserie's product category is Artisan Bakery. Its primary akta.pro industry code is THAFAFAC, Cake Shops & Custom Celebration Cakes, with a secondary code of HSACAGAI, Dessert & Bakery Catering (Cakes, Pastries, Candy). Its NAICS code is 311811 and its SIC code is 2050.