About Us

LIFEbaby - the hip store for cool little people
Established in 2001, LIFEbaby is the brainchild of THELIFESHOP founder and CEO Ms. Susie Tay, who was inspired by her then-newborn niece to create and design baby and children’s wear that reflect the design sense of Asians today. Having built a strong reputation for designing Asian-inspired furniture and fusing East-West concepts, Susie and THELIFESHOP team has been applying their expertise to the children's market, and winning rave reviews from customers around the world.

The New Asian focus is transformed into a unique shop concept in LIFEbaby. With its foundations firmly planted by THELIFESHOP, LIFEbaby is now in a league of its own as an up-and-coming designer label for cool little people.

The Hip Store For Cool Little People
LIFEbaby is the first New Asian kids' lifestyle store to specialise in designer children's fashion and mini-furniture with a touch of Asian heritage. The company’s distinctive products have an added touch of sophistication and are targeted at parents who want to make a fashion statement through their children's wardrobe and room decor.

Award-winning Designs
Through a combination of chic designs, quality material, fine workmanship and a unique Asian touch, LIFEbaby products exude a distinctive sophistication that is hard to beat. With a team of award-winning designers, LIFEbaby continues to churn out innovative products that appeal to both parents and kids!

Since its inception, LIFEbaby has seen itself growing as a retail presence, having its beginnings in THELIFESHOP’s flagship store in Orchard Paragon (Singapore), then moving on to its very own boutique store in Raffles City, and having recently opened its flagship VivoCity outlet. LIFEbaby is also slowly getting to know the world, with its franchise spreading to Malaysia and the Middle East.

LIFEbaby strives to create unique designs familiar to Asian culture and make Asian design available to cool little people everywhere!