What Stellar Lifestyle does

Stellar Lifestyle Pte Ltd is a wholly-owned subsidiary of SMRT Corporation Ltd and serves as the dedicated business arm managing retail and advertising spaces across SMRT's rail network in Singapore — the North-South Line, East-West Line, Circle Line, Thomson-East Coast Line, and Bukit Panjang LRT. The company manages approximately 800 retail spaces (MRT shops, themed fairs, event spaces, push carts, distribution points) and reaches over 3 million daily commuters, operating sub-brands including Stellar Ace (Out-of-Home media, 300M+ weekly impressions), WINK+ (loyalty app with 390K+ registered users), Staytion (flexible co-working and event spaces, 2,500+ units across Asia), Hive and Hive Express (innovation hubs at Raffles Place and other MRT stations), and the Stellarate accelerator programme. Revenue is generated through four primary streams: (1) recurring rental income from retail space leasing to F&B, retail, services and lifestyle tenants; (2) advertising revenue through Stellar Ace's analytics-powered OOH media network; (3) loyalty-driven retail footfall via the WINK+ consumer app (transitioning to direct eVoucher redemption on 1 January 2026); and (4) flexible-space bookings via Staytion.

Go-to-market is multi-channel: B2B enterprise field sales for retail leasing to SMB/F&B tenants; channel partnerships with financial institutions (Citi 20-year co-branded card; UOB Banker's Guarantee SME financing, BizSmart digital tools, app co-marketing) and Japanese transit operator JR East (via the Stellar SG-JP joint venture and JRE Ventures Japan market access for Stellarate winners); event- and ecosystem-driven acquisition through the Stellarate accelerator hosted on IMDA's Open Innovation Platform; and direct-to-consumer engagement via the WINK+ mobile app. Pricing models include recurring subscriptions for retail space tenancy, a freemium points and eVoucher system for consumers, and a sponsored-grant-and-rent-free model for accelerator participants.

The company's operational footprint in Singapore is augmented by the Stellar SG-JP joint venture (with JR East and NTUC FairPrice) managing over 4,000 sqm of retail spaces along the Thomson-East Coast Line, and by multiple 2025–2026 flagship partnerships — including UOB for SME financing (Nov 2025), Citi for the renewed 20-year co-branded card (Sept 2025), and SPH Media for news content in MRT stations (Jan 2026). Leadership is led by President Tony Heng, with strategic direction set by SMRT Corporation.

Name

Stellar Lifestyle

Legal name

Stellar Lifestyle Pte Ltd

Website

https://stellarlifestyle.com.sg

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

Stellar Lifestyle, a wholly-owned subsidiary of SMRT Corporation Ltd, manages retail and advertising spaces across Singapore's rail network, operating ~800 MRT retail spaces, Stellar Ace OOH media (300M+ weekly impressions), the WINK+ loyalty app (390K+ users), and the Staytion flexible-space platform serving SMB tenants, commuters, and enterprise partners.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Retail Space Leasing: Stellar Lifestyle leases approximately 800 retail spaces across the SMRT rail network (MRT shops, themed fairs, event spaces, push carts, distribution points) to F&B, retail, services, and lifestyle tenants. Revenue is generated through rental income from merchants.
2. Out-of-Home (OOH) Advertising: Through its Stellar Ace subsidiary, Stellar Lifestyle monetises the SMRT network's advertising inventory. The Stellar Ace ecosystem generates over 300 million weekly impressions across where audiences live, work, and commute, with every advertising asset powered by analytics and insights.
3. Loyalty & Rewards Platform (WINK+): WINK+ app serves as a commuter-facing loyalty and rewards platform, enabling point earning (travel on SMRT train network, scan WINK QR codes, WINK+ activities) and redemption of WINKs for direct cash discounts at participating merchants. While primarily a commuter engagement tool, it drives retail footfall and merchant value within the ecosystem.
4. Flexible Space Booking (Staytion): Staytion, the start-up arm of Stellar Lifestyle, enables instant booking and real-time access to over 2,500 spaces across Asia — from co-working desks and film studios to event halls and lifestyle lounges — operating hubs within Singapore's MRT network at Marsiling, Paya Lebar, and Staytion Lifestyle Center @ Dhoby Ghaut.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels11 records

Core offering

Stellar Lifestyle manages, leases, and operates approximately 800 retail and advertising spaces across SMRT-operated MRT stations in Singapore's rail network, alongside its sub-brands Stellar Ace (out-of-home media), WINK+ (commuter loyalty app), Staytion (flexible workspace booking), and Hive/Stellarate (innovation hubs and accelerator). The business monetises transit infrastructure through rental income from F&B, retail, services, and lifestyle tenants, OOH advertising sales, and platform fees from loyalty and workspace bookings.

Product overview

Stellar Lifestyle is a business arm of SMRT Corporation Ltd that operates as Singapore's largest managing agent of retail and advertising spaces in the rail network, serving over three million daily commuters. The company offers a diversified portfolio of products and services including: the core retail space management business (Stellar Lifestyle), Out-of-Home media advertising (Stellar Ace generating 300M+ weekly impressions), loyalty rewards platform (WINK+ with 390K+ users), flexible workspace booking (Staytion with 2,500+ spaces), innovation hubs for piloting new retail tech (Hive, Hive Express), startup accelerator programme (Stellarate), and a Japan-focused joint venture (Stellar SG-JP managing 4,000+ sqm along Thomson-East Coast Line). The ecosystem integrates retail leasing, digital advertising, F&B tenants, and AI-powered vending solutions across the MRT network.

Differentiator

Problem solved

Functional benefit

Brands

• Stellar Ace: Singapore's most connected Out-of-Home media company delivering offline and online engagement solutions, generating over 300 million weekly impressions.
• WINK
• Staytion
• Hive
• Stellar SG-JP

Products and services

• Retail Space Leasing Leasing of retail units, themed fairs, event spaces, push carts, and distribution points across SMRT-operated MRT stations (North-South Line, East-West Line, Circle Line, Thomson-East Coast Line, Bukit Panjang LRT) to F&B, retail, services, and lifestyle tenants. Units range from 5.6 sqm to 1,596 sqm and approximately 800 spaces are managed in total.
• Stellar Ace Out-of-Home Media & Advertising Out-of-Home media and advertising services delivered through the Stellar Ace subsidiary, generating more than 300 million weekly impressions across Singapore's SMRT rail network where audiences live, work, and commute. Every advertising asset is powered by analytics and insights for measurable impact, targeting enterprise brand advertisers and media agencies.
• WINK+ Loyalty & Engagement Platform WINK+ is a consumer-facing lifestyle and loyalty mobile app for SMRT commuters, integrating journey planning, real-time transport updates, first/last train timings, bus arrival data, MRT station wayfinding, food guides near stations, and WINK loyalty rewards earning and redemption. As of September 2025, the app has over 390,000 registered users; from 1 January 2026 users redeem eVouchers directly with points instead of converting to WINKs first.
• Staytion Flexible Workspace Booking Staytion provides instant booking and real-time access to flexible co-working desks, film studios, event halls, and lifestyle lounges, with over 2,500 spaces accessible across Asia and hubs at Marsiling MRT, Paya Lebar MRT, and Staytion Lifestyle Center @ Dhoby Ghaut. Targets individuals, startups, SMEs, and event organisers seeking on-demand workspace.
• Stellarate Retail & Ad-tech Accelerator Programme Stellarate is a retail and ad-tech accelerator programme for startups and SMEs, offering up to 12 months rent-free sponsored retail space at SMRT stations, up to S$500,000 worth of marketing and media support, grant awards of up to S$20,000 per winner, preferential UOB financing, and a pathway to the Japanese market through JRE Ventures (JR East). Applications are hosted on the IMDA Open Innovation Platform; partners include Enterprise Singapore and SMU IIE.

Quantifiable outcome

• 300M+ weekly impressions generated by the Stellar Ace OOH media ecosystem
• +4 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered flagship, core and minor.

• SPH MediaflagshipStrategic or Co-development Partner · 28 January 2026SPH Media and Stellar Lifestyle signed an agreement on 28 January 2026 to bring news content to SMRT-operated MRT stations across Singapore starting in H2 2026. The partnership delivers audio bulletins and digital screens featuring headlines from The Straits Times and Lianhe Zaobao, along with newspaper vending machines stocking all SPH Media print publications. The collaboration aims to reach millions of daily commuters with trustworthy news to combat misinformation.
• CitiflagshipGTM or Marketing Partner · 1 September 2025Citi and SMRT renewed their 20-year co-branded credit card partnership (starting 2006). The Citi SMRT Credit Card was Singapore's pioneering 2-in-1 transit fare payment and credit card. Between 2019-2024, digital wallet transactions grew sevenfold. New benefits include 5% savings on Malaysian Ringgit spend and upsized S$400 cashback for new cardmembers. Partnership aims to deliver smarter, more rewarding daily journeys for Singapore commuters.
• JR East / JRE VenturesflagshipStrategic or Co-development PartnerJR East (Japan's largest passenger railway operator) and Stellar Lifestyle formed a joint venture called Stellar SG-JP, alongside NTUC FairPrice, managing over 4,000 sqm of retail spaces along the Thomson-East Coast Line. Anchored by Stellar@TE2 (largest retail space on the Thomson-East Coast Line), the JV brings F&B and retail inspired by Japan's 'ekinaka' (in-station lifestyle) concept. Through Stellarate 3.0, JRE Ventures provides opportunities for winning startups to access the Japanese market.
• NTUC FairPricecoreStrategic or Co-development PartnerNTUC FairPrice is a joint venture partner in Stellar SG-JP alongside JR East and Stellar Lifestyle, managing over 4,000 sqm of retail spaces along the Thomson-East Coast Line.
• Enterprise Singapore (ESG)coreStrategic or Co-development PartnerEnterprise Singapore partnered with Stellar Lifestyle for Stellarate 3.0 to launch a challenge focused on enhancing productivity in the F&B and retail sectors through digital and automation solutions. ESG champions enterprise development and supports local businesses to build capabilities, innovate, and go global.
• Singapore Management University Institute of Innovation and Entrepreneurship (SMU IIE)coreStrategic or Co-development PartnerSMU IIE has a strategic partnership with Stellarate where selected startups gain access to dedicated incubation space, mentorship from industry pioneers, faculty advisors, and global venture capital firms through SMU IIE's flagship Business Innovations Generator (BIG) programme. BIG has incubated over 560 startups who have collectively raised over S$740 million.
• IMDA Open Innovation PlatformcoreChannel Partner/ Reseller/ DistributorStellarate 3.0 applications are hosted on IMDA's Open Innovation Platform, enabling Stellar Lifestyle to source innovative solutions from startups and SMEs globally.
• Singapore Red CrossminorStrategic or Co-development PartnerOngoing partnership with Singapore Red Cross to advance safety, well-being, and community resilience across the SMRT network, as part of Stellar Lifestyle's commitment to social impact.
• Gardens by the BayminorGTM or Marketing PartnerStellar Lifestyle supported the Christmas Train Show at Gardens by the Bay in 2026, a festive celebration bringing joy and wonder to families across Singapore.
• LASALLE College of the ArtsminorStrategic or Co-development PartnerStellar Lifestyle collaborated with LASALLE's BA (Hons) Interior Design programme students to reimagine retired SMRT train cabins. Students developed concepts including mobile libraries, mini-cafes, pop-up shops, and interactive art installations. Mentorship was provided by SMRT engineers. Top groups presented at SMRT headquarters, with work displayed in MRT trains and stations.
• RedMart (Lazada Singapore)coreStrategic or Co-development PartnerRedMart, Singapore's leading online supermarket, is the inaugural tenant at Hive Express Raffles Place MRT — its first physical storefront. The store offers curated daily necessities for busy office workers and commuters via smart vending machines accessible through Lazada's app. First physical storefront by a grocer in Singapore.
• UNISTOP (2024 Stellarate Winner)minorStrategic or Co-development PartnerUNISTOP, one of Stellarate's 2024 winners, deployed room-sized vending machines with robotic arms across Singapore MRT stations, scaling from 5 to 10 units. The startup is exploring overseas expansion to Australia, Japan, Malaysia, UAE, and the UK.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Outfront Media: Major US-based transit and outdoor advertising company with strong rail, metro, and transit hub presence. Closely parallels Stellar Ace's OOH model and target advertiser base.
• Clear Channel Outdoor: Global OOH advertising company with significant transit and airport advertising portfolios. Comparable business model to Stellar Ace in monetising high-footfall transit environments with analytics-driven media solutions.
• JCDecaux: World leader in transit out-of-home advertising and street furniture, operating advertising inventory across global metro and rail networks. Directly comparable to Stellar Ace's transit OOH media business with similar advertiser customers and impressions-based monetisation model.
• SBS Transit: Singapore's other major public transport operator (bus and rail, including the North East Line and Downtown Line). Operates comparable transit-retail and advertising spaces with similar SMB tenant base and commuter audiences, making it a direct functional peer to Stellar Lifestyle within Singapore's transport ecosystem.

Others

• Lazada Group: Regional e-commerce platform whose RedMart brand is a tenant at Stellar Lifestyle's Hive Express (smart vending machines integrated with the Lazada app). Comparable as a Singapore retail-tech ecosystem partner rather than direct competitor.
• SPH Media: Singapore media group (The Straits Times, Lianhe Zaobao) that signed a 2026 partnership to bring news content into SMRT stations via Stellar Lifestyle. Comparable as a Singapore media and content distribution partner within the same transit ecosystem.
• Old Chang Kee: Singapore-listed F&B brand with extensive presence in MRT stations and transit hubs. Comparable as a representative SMB F&B tenant operating within Stellar Lifestyle's retail network, illustrating the customer side of the leasing business rather than competing with it.

Broad incumbents

• CapitaLand Investment: Asia-focused real estate investment manager with extensive retail mall portfolios in Singapore and regionally. Comparable as a large-scale Singapore retail property operator managing hundreds of tenant relationships.
• Frasers Property: Singapore-listed real estate group with significant retail mall and mixed-use portfolios. Comparable as a major Singapore retail space operator and tenant relationship manager, though focused on suburban malls rather than transit stations.
• Ströer: German OOH and digital out-of-home media company operating transit and roadside advertising across Europe. Comparable in transit-media monetisation and analytics-driven OOH positioning to Stellar Ace.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ourstellarlifestyle
• LinkedInlinkedin.com/company/stellar-lifestyle
• Instagraminstagram.com/ourstellarlifestyle
• TikToktiktok.com/@ourstellarlifestyle

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Stellar Lifestyle