LeChic is a Singapore-based online retailer specialising in ladies' fashion and apparels and we have been an SG-registered business since 2014. Founded in 2014, LeChic began with humble beginnings from a rented room in Tampines, to an HDB rental flat, and then to the owner’s first HDB home in 2016.
In 2018, we acquired our own 2000-sq ft warehouse space, and finally began operations in an official workspace. We did not rent the warehouse. We purchased the commercial unit. Hence we own the warehouse space since 2018, up to today.
We have just one sole founder, and she ran the business on her own in the early days.
After acquiring the warehouse, she operates with hired staff and outsourced services from vendors since 2018. All business and creative decisions are done solely by her.
Unlike similar players in the industry that mostly function on multiple founders/partners eg. Sisters/spouses, all these years she supported the business end-to-tail alone.
Wife to an investment banker, and newly taking on the identity of a mum since 2025, she has found that she had to support both the growing needs of her business, as well as infant, together.
At the same time, the industry landscape had also been evolving. From online e-commerce, ladies’ fashion was moving to livestreaming and platform sales. Old-time business vendors and partners have since moved on to other industries; costs began rising rapidly to more than 3 times in just a single year. Being a solo owner, she began to find she was unable to cope with the growing needs of the fashion business, where a multi-assortment of apparel needed to be churned out at fast speed, and now to be sold in multiple channels and platforms. From sourcing, acquiring, designing, manufacturing, listing, photoshooting, marketing and to multi-platform selling, she is unable to manage all fronts on her own now.
We do not use influencers or creators much, as we did not have a dedicated marketing team to manage them. Our customer is our influencer; We value their voice in our brand, taking inspiration from their stories and needs. So we have always thought that instead of paying the influencer in marketing, we would transfer the discount to customers instead in the form of discounted sales. As such it was challenging to pivot to livestream sales.
In 2026, we decided to restructure our business to also offer the sourcing of mid-tier brands, selling them at high discounts from boutique prices, making them accessible to everyone. This happened as our founder spotted a gap in the bags and accessories market; she noticed local bag brands mostly having PU faux leather offerings, or lifestyle brands having canvas/nylon offerings at a mid-tier price point.
Mid-tier brands bridge the gap between fast fashion and high-end luxury. With better quality materials, superior craftsmanship, they act as the ‘sweet spot’ for quality conscious consumers. As a mother, she was also seeing the uses for many different types of bags that serve different purposes, and that we all do not need just one bag. During travelling, you want something practical and hardy and not have to worry about your caviar leather getting scratched. That is when you can take a mid-tier bag. Still stylish and plush, but can survive and go through knocks and leave you heartache-free.
Our vision remains the same, that is, making fashion accessible to one and all, with a diverse assortment of product range. This new range boosts our portfolio of products, and would allow us to deliver on this promise more for a more multifaceted and elevated shopping experience. We are passionate about feel good dressing. It is a beautiful tool to help our community unlock their confidence. We offer multi-wear products, creating styles with longevity and versatility. This would only enhance with our new offerings.
From here on, we would still bring you girls clothes, but added on with mid tier bags and accessories now, It is an arm of the brand, that the body would not serve without. Thank you for being on this journey with us!
Business Registration No.: 202130250Z Registered in Singapore with ACRA