Kiddie Palace

What Kiddie Palace does

Kiddy Palace is a Singapore-based omnichannel specialty retailer of baby, infant, maternity, and children's products, operating 13 physical storefronts in major suburban malls across the city-state (Bedok, Causeway Point, Compass One, Jurong Point, Lot One, Marina Square, NEX, Northpoint City, Toa Payoh HDB Hub, Westgate, Waterway Point, White Sands, Century Square) plus a Shopify e-commerce storefront at kiddypalace.com.sg delivering within Singapore. The company sells a curated multi-brand assortment of over 400 SKUs across nine verticals: Bath & Toiletries, Feeding, Gifts, Maternity & Nursing, Nursery, Personal Care & Hygiene, Toys, Travel, and Wardrobe. The catalog is sourced from third-party international brands (Philips Avent, Pigeon, Tommee Tippee, Dr. Brown's, NUK, VTech, Fisher Price, LeapFrog, Hape, Mustela, Lucky Baby, Lolla Baby) on a resale/distribution model; Kiddy Palace does not own proprietary product IP and does not disclose proprietary technology beyond standard Shopify e-commerce and conventional point-of-sale systems used across its physical stores.

The business model is direct-to-consumer transactional retail, with no disclosed subscription or membership-tier recurring revenue. Pricing is fixed retail with unit-based transaction fees: online orders above S$100 receive free delivery (S$4.99 otherwise), bulky items (strollers, car seats, cribs) incur S$10 delivery below S$200, and in-store member deliveries are free above S$250 versus S$300 for non-members (S$20 otherwise). Payment methods span Visa, Mastercard, American Express, Union Pay, Apple Pay, Google Pay, PayPal, and Shop Pay. Additional revenue streams include a S$10-denomination physical gift voucher (1-year validity, non-refundable) and the Royal Playland indoor play area at the Toa Payoh location, which offers birthday party packages and 10-hour passes.

The customer base spans three personas: parents of newborns and toddlers (primary, 0-3 years), parents of young children (3-8 years, secondary), and expectant/new mothers (secondary). The company is privately held with no disclosed parent, investors, founders, or leadership team; ownership structure is a documented data gap. It maintains a Facebook and Instagram presence for marketing, runs an email newsletter, and executes seasonal promotional campaigns (GSS, 11.11, 12.12, year-end sales). The company is not publicly listed, has no patents, no awards disclosed, and no funding rounds on record, indicating a bootstrapped independent retailer rather than a venture-backed or strategic-acquirer portfolio asset.

Name

Kiddie Palace

Legal name

Kiddy Palace

Website

https://kiddypalace.com.sg

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Baby and Children Products Retail

NAICS

Hobby, Toy, and Game Retailers (45912), General Merchandise Retailers (455)

SIC

Retail-Hobby, Toy & Game Shops (5945), Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Kids & Baby Specialty Department Stores (CRAGAGAD)

akta.pro secondary industries

Traditional Toy Stores (CRALAFAA), Kids’ & Baby Apparel Retail (CRAAABAD)

Keywords

• Baby products retail
• Children merchandise
• Maternity nursery supplies
• Infant care products
• Kids toys retailer

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: The company generates revenue through direct retail sales of baby and childcare products, including feeding equipment, nursery items, toys, travel gear, apparel, maternity products, and gifts. Revenue is one-time transactional (not subscription-based), with products sold at fixed retail prices across both physical stores and online. The company also offers gift vouchers and birthday party packages at its Royal Playland indoor play area.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Kiddie Palace is a Singapore-based omnichannel baby and children products retailer operating 13 physical store locations across the island and a Shopify-based e-commerce platform. It sells 400+ SKUs of baby and childcare merchandise — including feeding, bathing, nursery, travel, toys, maternity, and apparel — sourced from international brands, alongside gift vouchers and an indoor play area service with birthday party packages.

Product overview

Kiddy Palace is a Singapore-based omnichannel baby and children products retailer operating 13 physical store locations across Singapore and an e-commerce platform powered by Shopify. The business offers a comprehensive portfolio organized into major product categories: Bath & Toiletries (bath products, body care, oral care, changing needs, toilet training), Feeding (breastfeeding, bottle feeding, dining, food preparation, soothing, water bottles), Maternity & Nursing (breast care, stretch mark recovery), Nursery (activity & entertainment, baby accessories, bedding & napping, play areas, safety accessories), Personal Care & Hygiene (cleansing & sterilizing, health, wipes), Toys (for babies, for kids, sports & outdoor play), Travel (strollers & carriers, car accessories, travel essentials, bags), Wardrobe (baby fashion, kids fashion), and Gifts (gift sets, hampers, vouchers, bundle sets). The company operates Royal Playland, an indoor play area at their Toa Payoh outlet with birthday party packages, as an experiential add-on service. Kiddy Palace carries over 30 major international brands including Philips Avent, Pigeon, Tommee Tippee, Dr. Brown's, NUK, VTech, Fisher Price, LeapFrog, Hape, and Mustela. The e-commerce platform offers free delivery on orders above S$100 and supports multiple payment methods including American Express, Apple Pay, Google Pay, Mastercard, PayPal, Shop Pay, Union Pay, and Visa. The company is a traditional e-commerce/retail business with no AI/ML capabilities or public API.

Differentiator

Problem solved

Functional benefit

Products and services

• Bath & Toiletries Category Comprehensive bath category for parents and caregivers of babies and young children, covering bath tubs and accessories, body care/skincare, oral care, changing needs, and toilet training items. Sold across 13 physical stores in Singapore and the kiddypalace.com.sg e-commerce site.
• Feeding Category Complete feeding solutions for infants and children: breastfeeding supplies, bottle feeding equipment, dining/feeding accessories, food preparation tools, soothing items, and water bottles. Sold across 13 physical stores and online.
• Nursery Category Nursery essentials for babies and young children including activity and entertainment items, baby accessories, bedding and napping products, play areas, and safety accessories. Sold across 13 physical stores and online.
• Toys Category Toys organized by age group including toys for babies, toys for kids, and sports and outdoor play equipment (463 products). Sold across 13 physical stores and online.
• Travel Category Travel and transport products including strollers and carriers, car accessories, travel essentials, and bags. Sold across 13 physical stores and online.
• Personal Care & Hygiene Category Personal care products including cleansing and sterilizing items, health products, face masks, safety accessories, and wipes. Sold across 13 physical stores and online.
• Maternity & Nursing Category Maternal care products including breastfeeding supplies, breast care items, and stretch mark recovery solutions for expectant and new mothers. Sold across 13 physical stores and online.
• Wardrobe Category Children's clothing apparel including baby fashion and kids fashion. Sold across 13 physical stores and online.
• Gifts Category Gift options including gift sets, hampers, gift vouchers, and bundle sets for baby gifts. Sold across 13 physical stores and online.
• Royal Playland Indoor Play Area Indoor play space at the Kiddy Palace Toa Payoh outlet with safety-focused design for children up to 120cm height. Available as a 10-hour package (10 x 1-hour sessions) and with birthday party packages for children and families.
• Kiddy Palace Gift Voucher Physical gift voucher available in SGD $10 denomination, valid for 1 year from purchase date, redeemable at any Kiddy Palace outlet in Singapore. Non-refundable and not exchangeable for cash.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Twelve partnerships are on record, tiered core.

• Philips AventcoreChannel Partner/ Reseller/ DistributorPhilips Avent is a major brand partner whose products are prominently featured and sold through Kiddy Palace. Product lines include breast pumps, bottle warmers, sterilizers, baby bottles, nipples, breastmilk storage bags, and baby food makers. Multiple dedicated Philips Avent collection pages exist on the Kiddy Palace e-commerce site.
• PigeoncoreChannel Partner/ Reseller/ DistributorPigeon is a core brand partner offering a comprehensive range of baby care products including nursing bottles, nipples, breast pumps, baby wipes, cleansers, cotton swabs, teething products, and grooming items. Kiddy Palace carries 110+ Pigeon products.
• Tommee TippeecoreChannel Partner/ Reseller/ DistributorTommee Tippee products are sold through Kiddy Palace, including breast pumps, bottle warmers, milk storage bags, feeding bottles, and breast pads. Featured as one of the top brands on the platform.
• Dr. Brown'scoreChannel Partner/ Reseller/ DistributorDr. Brown's baby feeding products including Options+ bottles, bottle brushes, drying towers, and feeding accessories are sold through Kiddy Palace.
• NUKcoreChannel Partner/ Reseller/ DistributorNUK brand products including pacifiers, teats, toothpaste, oral wipes, and baby care items are sold through Kiddy Palace stores and online.
• VTechcoreChannel Partner/ Reseller/ DistributorVTech electronic learning toys and baby monitors are sold through Kiddy Palace, including activity desks, learning walkers, and educational toys.
• Fisher PricecoreChannel Partner/ Reseller/ DistributorFisher Price brand toys and baby gear including kick and play gyms, activity centers, and ride-on toys are sold through Kiddy Palace.
• LeapFrogcoreChannel Partner/ Reseller/ DistributorLeapFrog educational toys including learning systems, learning success bundles, and activity toys are sold through Kiddy Palace.
• HapecoreChannel Partner/ Reseller/ DistributorHape wooden toys and baby care products are sold through Kiddy Palace, featured as one of the top brands.
• Lucky BabycoreChannel Partner/ Reseller/ DistributorLucky Baby brand products including Kozmos ride-on toys, discovery pals, bottle brushes, and play tents are sold through Kiddy Palace.
• MustelacoreChannel Partner/ Reseller/ DistributorMustela baby skincare products including cleansing gels, body lotions, diaper rash creams, massage oils, and cradle cap creams are sold through Kiddy Palace.
• Lolla BabycoreChannel Partner/ Reseller/ DistributorLolla Baby products including nasal aspirators and nail trimmers are sold through Kiddy Palace.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Babies "R" Us: Specialty baby products retailer carrying nursery, feeding, travel gear, toys and apparel across registry-driven and everyday purchases. Overlaps heavily with Kiddy Palace's one-stop-shop baby assortment though operating at much larger scale.
• Mamas & Papas: UK-based premium baby and nursery retailer offering prams, car seats, furniture, clothing, and maternity products. Comparable multi-category baby specialist positioning and similar premium-brand-led assortment strategy to Kiddy Palace.
• Mothercare: Global specialty retailer of baby, toddler and maternity products with multi-category assortment spanning prams, nursery, feeding, clothing and toys. Comparable product mix and target customer to Kiddy Palace but at global scale and broader brand positioning.
• Cotton On Kids: Specialty kids' apparel and accessories chain with strong Asia-Pacific mall presence. Comparable mall-based kids retail format and similar young-family target customer, though focused on apparel rather than hard goods.
• Toys "R" Us: Global toy and kids' products specialty retailer carrying action figures, learning toys, ride-ons and outdoor play from brands including Fisher Price, LeapFrog and VTech. Overlaps with Kiddy Palace's toy category and shares several brand partners.

Direct peers

• Pupsik Studio: Singapore-headquartered omnichannel baby and maternity retailer operating online plus a flagship showroom. Closest like-for-like peer given shared Singapore base, baby/maternity focus, and combined e-commerce plus showroom GTM.

Regional players

• Hatchery / The Baby Loft (Singapore): Singapore-based online and boutique retailer focused on curated baby and toddler brands. Competes with Kiddy Palace in the same Singapore market on assortment of premium imported baby brands and parent-friendly delivery model.

Emerging players

• Pumpkin Patch: Kids' and baby apparel and accessories retailer targeting infants through pre-teens. Comparable kids-and-baby fashion category to Kiddy Palace's Wardrobe assortment but with narrower hard-goods range.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Kiddy-Palace-103951685477675
• Instagraminstagram.com/reel/DM5CwMrTFXu/?igsh=MWtidzg4MTBpbTh2aw%3D%3D
• LinkedInlinkedin.com/company/kiddie-palace

Revenue estimate

Valuation estimate

Number of profiles

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 Kiddie Palace