The Paper Bunny

What The Paper Bunny does

The Paper Bunny, operated by TPB Collective Pte Ltd., is a Singapore-based direct-to-consumer lifestyle brand founded in 2013 that designs and sells an integrated catalog of bags, apparel, accessories, lifestyle goods, home and wellness items, stationery, and gifts. Its core product portfolio spans more than 400 SKUs organized across named collections such as The Puffer Series, The Arc Series, The Vessel Series, Multi-Way Tote, Cruise Crossbody, and Club TPB, with a unified design language that enables cross-category modularity through systems like the Charm Keeper charm series, mix-and-match bag straps, and personalization options including embroidery. The company runs on Shopify e-commerce infrastructure with localized storefronts for Singapore, Philippines, Malaysia, and Indonesia, supplements its digital channel with company-operated retail stores in Singapore and a stockist network, and operates a Club TPB loyalty program across email and social channels (Instagram, TikTok, Facebook).

The revenue model is exclusively one-time product sales priced in Singapore Dollars, with bags ranging from SGD 75–139, apparel from SGD 30–79, accessories from SGD 22–49, and lifestyle goods from SGD 20–65, plus an E-Gift Card stream and a 10% bundle discount on top-and-bottom apparel sets. The brand targets 'intentional living' consumers and gift buyers as primary segments, with travel enthusiasts, kids (TPB Mini), and corporate gifting as secondary segments, and has built partnerships with complementary brands such as Align (co-branded products) and Stojo, Matador, Jing Botanics, Takenaka, and NOKA.DESIGN (brand shop distribution). The Paper Bunny is privately held with no disclosed external funding, is registered as a Singapore private limited company, and operates with an 11-50 employee headcount.

Name

The Paper Bunny

Legal name

TPB Collective Pte Ltd.

Website

https://thepaperbunny.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

The Paper Bunny is a Singapore-based direct-to-consumer lifestyle brand founded in 2013, selling bags, apparel, accessories, home goods, stationery, and gifts through Shopify storefronts across Singapore, Philippines, Malaysia, and Indonesia, plus physical retail and stockists, targeting intentional-living consumers and gift buyers.

Ownership category

akta.pro rank

Product category

Lifestyle Retail

NAICS

Gift, Novelty, and Souvenir Retailers (459420), Office Supplies, Stationery, and Gift Retailers (4594)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Gift, Novelty & Souvenir Variety Stores (CRAGAJAG)

akta.pro secondary industry

Stationery, Gifts & Greeting Value Stores (CRAEAGAI)

Keywords

• Lifestyle retail products
• Fashion accessories
• Bags and apparel
• Direct to consumer retail
• Sustainable lifestyle goods

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. Product Sales: The Paper Bunny generates revenue through direct product sales of lifestyle goods including bags, apparel, accessories, home goods, and wellness products. All products are sold as one-time purchases with no subscription model. The company also offers e-gift cards as an additional revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

The Paper Bunny designs, curates, and sells a broad range of branded lifestyle products directly to consumers, including bags (puffer, tote, crossbody, laptop, backpack, travel), apparel (resort wear, tops, bottoms, dresses, hats), accessories (charms, phone straps, card holders), sustainable lifestyle goods (reusable bags, bottles, packing cubes), home & wellness items, kids products, desk & stationery, and gifting solutions. Sales are conducted through the brand's own Shopify e-commerce platform with global shipping and through its Singapore retail stores and stockist network, supplemented by select third-party brand merchandise.

Product overview

The Paper Bunny is a lifestyle brand offering thoughtfully designed objects for intentional everyday living. The company provides a diverse portfolio across multiple categories: bags (including Tote Bags, Crossbody Bags, Laptop Bags, Backpacks, and specialized lines like The Puffer Series, The Arc Series, Puffer Carryall, Cruise Crossbody, Multi-Way Tote, Slider Tote, Club Tote, and Bottle Buddy), apparel (Resort Wear, Relaxed Pants, Camper Shorts, Relaxed Tie Vests, Half Zip Sweaters, Club Tees, Sleeveless Polos, Resort Shirts, Sheer Ruched Tanks, Barrel Pants, Field Gathered Skirts, Camper Caps, Reversible Bucket Hats, and Multi-Way Summer Dresses), accessories (Utility Straps, Phone Straps, Card Holders, Charms including Charm Keeper series, Mini Utility Pack Charms, Nano Puffer Swing Charms, Fish and Tomato Reusable Bag Charms, and TPB x Align Dry Pocket Charms and Resort Tie Towels), lifestyle products (Reusable Bags, Dream Sip Bottles, Packing Cubes, Pillow Pouches, Travel Pouches, Toiletries Duo Kits), home and wellness items (Jing Botanics hair and body care), kids products, desk and stationery (Planners, Notebooks, Greeting Cards), and gifts. The brand emphasizes customization options (personalization, mix-and-match bag straps) and sells select third-party brands like Takenaka. They operate a loyalty program (Club TPB) and ship globally.

Differentiator

Problem solved

Functional benefit

Products and services

• Bags Collection Comprehensive bag line including tote bags, crossbody bags, shoulder bags, mini bags, laptop bags, backpacks, pet carrier bags, work bags, and travel bags. The collection spans named series such as The Puffer Series, The Arc Series, The Vessel Series, the Multi-Way Tote with multiple carrying options, the Cruise Crossbody with a mix-and-match strap system, and the Bottle Buddy insulated carrier. Targeted at consumers seeking versatile everyday, commuting, and travel-ready bags.
• Wear (Apparel) Collection Apparel offering including resort wear, outdoor essentials, tops, bottoms, dresses, swimwear, hats, vests, tanks, tees, shirts, pants, shorts, skirts, sweaters, socks, and cover-ups. Items include Relaxed Pants, Camper Shorts, Club Tees, Half Zip Sweaters, Barrel Pants, Sheer Ruched Tanks, Field Gathered Skirts, Camper Caps, Reversible Bucket Hats (with Align collaboration), and Multi-Way Summer Dresses. Targeted at consumers seeking coordinated lifestyle apparel.
• Accessories Collection Accessories including organisers and pouches, phone straps, card holders, patches, charms, tech sleeves, and pet essentials. The Charm Keeper series (Boathouse, Sunseeker, Affogato, Buff), Mini Utility Pack Charms, Nano Puffer Swing Charms, Fish and Tomato Reusable Bag Charms, and the Utility Strap + Card Holder system enable modular, cross-bag personalization. Targeted at consumers seeking functional and decorative add-ons.
• Lifestyle Collection Sustainable everyday items including reusable bags (eco-friendly shopping bags in multiple colors), the Dream Sip Bottle, packing cubes (Mini and Large), pillow pouches, travel pouches, and the Toiletries Duo Kit. Targeted at consumers seeking reusable, travel-ready, and outdoor lifestyle products.
• Home & Wellness Collection Home and self-care items including Jing Botanics hair and body care (e.g., The Restorative Conditioner), books and journals, cards and games, home fragrance, kitchen and dining, and storage and display products. Targeted at consumers seeking home goods and personal wellness items.
• TPB Mini (Kids) Collection Children's line offering miniature versions of TPB products including kids' tops, backpacks, bucket hats, Bottle Buddy, patches, and books and card games. Targeted at parents and gift-givers seeking coordinated children's accessories.
• Desk & Stationery Collection Stationery and planning products including 2026 Planners, notebooks, notepads, and greeting cards for various occasions. Targeted at consumers seeking everyday organization and correspondence items.
• Gift Collection Gift products including best gift ideas, personalized gifts, E-Gift Cards, and reusable gift bags, organized by recipient (For Her, For Him, For Kids) and interest (For Paw-rents, For Homeowners, For Work Besties, For Globetrotters, For Outdoor Explorers), with price filters at $50 & Under and $100 & Under. Targeted at gift purchasers for various occasions.
• Club TPB Loyalty Program Brand loyalty and rewards program that rewards repeat customers with exclusive access, early sales, and member-only promotions via email. Targeted at repeat purchasers and engaged brand community members.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• AligncoreStrategic or Co-development PartnerCollaborative partnership producing TPB x Align branded products including dry pocket charms, reversible bucket hats, and resort tie towels. These co-branded items combine Align's outdoor/swim expertise with The Paper Bunny's lifestyle aesthetic.
• Jing BotanicsminorChannel Partner/ Reseller/ DistributorJing Botanics hair and body care products are carried as branded merchandise within The Paper Bunny's Home & Wellness category, providing a curated addition to the lifestyle ecosystem.
• MatadorminorChannel Partner/ Reseller/ DistributorMatador outdoor and travel products are offered through The Paper Bunny's brand shop, complementing the travel-ready lifestyle positioning.
• StojominorChannel Partner/ Reseller/ DistributorStojo collapsible drinkware products are featured in the Everyday Reusables collection, supporting the brand's sustainable living focus.
• TakenakaminorChannel Partner/ Reseller/ DistributorTakenaka bento boxes are sold through the Home & Wellness category, offering food storage solutions aligned with the brand's sustainable lifestyle positioning.
• NOKA.DESIGNminorChannel Partner/ Reseller/ DistributorNOKA.DESIGN products are carried as part of the brand shop offerings, expanding the lifestyle product ecosystem.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Naiise: Singapore-headquartered lifestyle retailer curating design-led goods across home, stationery, gifts, and accessories. Comparable to The Paper Bunny's gift and stationery offerings and Southeast Asian footprint.

Emerging players

• Bandolier: Accessories brand specializing in phone straps and crossbody phone cases, with a strong lifestyle and fashion DTC presence. Comparable to The Paper Bunny through its popular phone strap and card holder category.
• Lo & Sons: Boutique bag and travel accessories brand with a focus on functional, carry-on-friendly designs. Comparable to The Paper Bunny's travel bag and laptop bag categories.

Direct peers

• Herschel Supply Co. Global lifestyle brand best known for backpacks, totes, and travel accessories with a similar curated, aesthetic-driven DTC and retail model. Comparable to The Paper Bunny in its bag-centric assortment and lifestyle merchandising approach.
• MZ Wallace: Lifestyle and bag brand with a strong DTC channel, signature quilted/puffer aesthetic, and broad assortment across work, travel, and everyday bags. Closely comparable to The Paper Bunny's Puffer Series and multi-category bag lineup.
• The Editor's Market: Singapore-based curated lifestyle retailer offering apparel, accessories, home goods, and gifts across multiple categories. Closely comparable to The Paper Bunny's breadth of assortment and gift-oriented merchandising.
• Dagne Dover: DTC bag and accessory brand targeting working professionals with functional, design-forward products. Comparable to The Paper Bunny in product category mix (bags, laptop sleeves, accessories) and premium positioning.
• Cuyana: Direct-to-consumer lifestyle brand offering bags, apparel, and travel essentials positioned around intentional, minimalist design. Mirrors The Paper Bunny's emphasis on thoughtful, versatile products and a sustainability-driven brand narrative.
• Beyond the Vines: Singapore-based DTC lifestyle brand with bags, apparel, and home goods, founded around modular and convertible product design. Direct regional peer to The Paper Bunny with similar founder-led, design-forward positioning and Southeast Asia footprint.

Broad incumbents

• Charles & Keith: Singapore-based global fashion accessories group with bags, footwear, and apparel sold through DTC e-commerce and an extensive own-store retail network. A larger incumbent operating in adjacent categories with comparable distribution sophistication.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/thepaperbunny
• Instagraminstagram.com/thepaperbunny
• TikTokbit.ly/TPB-TikTok

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 The Paper Bunny