Twelve Cupcakes shuts down after 14 years, 80 staff affected
Popular cupcake chain Twelve Cupcakes has ceased operations on Oct 29 and has been placed under provisional liquidation, according to a notice on its website which is now defunct.
"We sincerely apologize for any inconvenience caused and would like to express our heartfelt thanks for your kind support and partnership over the years," the notice read.
Around 80 employees affected
According to The Straits Times, the National Trades Union Congress (NTUC) said in a statement that the company's sudden closure affected about 80 employees, including executives, managers and rank-and-file workers.
The Food, Drinks and Allied Workers Union (FDAWU) stated it will be assisting its members and workers with salary-related claims and job assistance support.
Of the 20 outlets islandwide, six were shuttered while five still had their furnishings and signage intact. At its United Square branch, advertisements for Halloween-themed baked goods were still on display.
An employee of a bubble tea shop at Bukit Panjang Plaza told ST that the Twelve Cupcakes outlet there was still open on Oct 29. However, hoarding had already been put up at its Nex shopping mall branch, with a staff member from a nearby beverage store saying it closed on Oct 23.
In response to queries from Stomp, the provisional liquidators appointed for Twelve Cupcakes said that they are gathering necessary information and will convene a creditors' meeting within the next month to update stakeholders on the status of the liquidation.
"We are also working closely with FDAWU to provide appropriate assistance to former employees affected by the company's closure," a spokesperson said.
They added that they were unable to provide further details on the company's operations, finances, or reasons for closure until they have obtained and verified the information.
'I'm surprised they lasted so long'
Co-founded by Singaporean DJ Daniel Ong and former model Jaime Teo in 2011, Twelve Cupcakes grew to operate about 20 outlets in its 14 years of business. It was later acquired by Kolkata-based Dhunseri Group in 2016 for $2.5 million.
The brand made headlines in 2020 after it pleaded guilty to underpaying foreign employees for almost two years.
A Reddit post about the closure has since gained traction, garnering more than 300 upvotes and 60 comments at press time.
"I'm surprised they lasted so long, they had so many outlets and no business," one netizen commented.
Others commented that their products were "overpriced", saying that it was "about time" the shop closed down.
Several netizens felt it was "sad", with some commenting that they had a "good business model".
