Singapore Baby-Care Brand Tollyjoy to Close After 55 Years

Singapore baby-care brand Tollyjoy is closing after 55 years, with the company confirming its decision to cease operations was not driven by financial considerations.

Chief executive Tan Wee Keng said on Monday that the family business decided the time was right to conclude operations after considering how to focus its time and resources going forward, following an initial announcement on September 15 that it was winding down.

Established in 1971 by Mr Tan’s father, Tollyjoy recorded S$16 million (US$12.5 million) in annual revenue in 2016 and had about 200 employees, according to a 2018 article published by Singapore Management University.

Inventory Cleared and Shelves Emptied

Sales have already ceased across retail points in Singapore. Tollyjoy issued its exit announcement on September 15, directing shoppers to partner retailers selling off remaining stock at clearance prices.

In Malaysia, limited stock remains on shelves while distribution continues until supplies run dry. The group manufactures and sells feeding bottles, accessories, and cleaning products under its core Tollyjoy label and the Little Precious brand.

Management has not published an exact date for the final operational shutdown. Its immediate focus centers on managing inventory runoff and supporting staff through the winding-down process.

Demographics and Category Pressure

A debt-free exit gives Tollyjoy a rare clean break in Southeast Asia’s fast-moving consumer goods sector. Still, market conditions for domestic baby-care brands across Singapore and peninsular Malaysia have tightened over the past decade.

Plunging birth rates across developed Southeast Asian markets shrink the pool of infant customers each year. At the same time, regional grocery shelves face margin compression from multinational conglomerates and low-cost direct-to-consumer labels imported from China.

Defending shelf space in supermarkets and department stores now requires heavier marketing spend against shrinking local volumes. Choosing an orderly liquidation over an expensive digital overhaul or a distress sale preserves accumulated family capital before profitability erodes.

From Workshop to Regional Staple

Tan Wee Keng’s father founded Tollyjoy in Singapore in 1971. Over five decades, it grew into a household supplier of baby feeding gear, sterilising accessories, and specialized laundry detergents.

Distribution expanded across department stores, pharmacies, and supermarket chains throughout Southeast Asia. By 2016, the firm maintained regional production and distribution operations handling hundreds of product stock keeping units.

The company has not disclosed whether it plans to sell the intellectual property behind Tollyjoy and Little Precious or retire the trademarks permanently.