Fluff Bakery taking cupcakes international
In this article (5)
Four years after opening cupcake shop Fluff Bakery, a Singapore couple plans to launch franchises in Indonesia and Malaysia.
Ashraf Alami and Nursyazanna Syaira Mohammad Suhimi left their jobs to set up in a shophouse four years ago, and from 600 cupcakes a day they now sell double that.
Their venture has been highlighted in Parliament by Minister for Trade and Industry S Iswaran when talking about bright spots in Asean countries and the potential for small businesses in the region.
“A rising middle class has created demand in sectors such as retail and food and beverage,” he said. “The digital economy also presents unprecedented opportunities for companies – no matter how small – to reach out.”
Fluff Bakery’s social-media presence has found fans as far away as Malaysia, where it has launched some pop-up stores. The first saw all 500 cupcakes snapped up in 30 minutes, and the second time around they sold 1000 cupcakes in about an hour.
Ashraf says they hope to open a store in Kuala Lumpur in May.
Meanwhile, it its latest budget Singapore’s government has pegged S$600 million (US$424.5 million) to establish an international partnership fund to help Singapore firms scale up and internationalise.
“As an SME, expanding overseas is very daunting, because you don’t have many resources,” says Ashraf. “Any assistance or guidance – financial, networking – is more than welcome.”
Questions & Answers
Q.What is Fluff Bakery's current daily cupcake sales volume compared to when they first opened?
What is Fluff Bakery's current daily cupcake sales volume compared to when they first opened?
When Fluff Bakery first opened, they sold 600 cupcakes a day. They now sell double that amount, indicating their daily sales have increased to 1,200 cupcakes over four years.
Q.What is the primary reason for the couple's decision to expand Fluff Bakery internationally?
What is the primary reason for the couple's decision to expand Fluff Bakery internationally?
The couple is expanding internationally due to a rising middle class creating demand in sectors like retail and food and beverage, as well as the opportunities presented by the digital economy to reach a wider audience.
Q.Which specific countries are the target markets for Fluff Bakery's initial international expansion plans?
Which specific countries are the target markets for Fluff Bakery's initial international expansion plans?
Fluff Bakery plans to launch franchises initially in Indonesia and Malaysia. They also hope to open a store in Kuala Lumpur, Malaysia, in May.
Q.What financial support mechanism has the Singapore government recently established that could benefit businesses like Fluff Bakery?
What financial support mechanism has the Singapore government recently established that could benefit businesses like Fluff Bakery?
The Singapore government has allocated S$600 million (US$424.5 million) in its latest budget to establish an international partnership fund. This fund aims to help Singaporean firms scale up and expand internationally.
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