'We were asked to leave it': Beloved local kids' brand Tom & Stefanie closing Hillion Mall outlet after 6 years
Well-loved Singapore brand Tom & Stefanie says it has been asked to leave its outlet at Hillion Mall in Bukit Panjang when its lease expires in June.
In posts shared on its social media accounts, the children's clothing and toy retailer said the landlord had decided not to renew its lease after six years at the mall.
"The store did everything right," the post said, pointing to "consistent sales" and returning customers who came back "every birthday, every Christmas".
"We thought that was enough. It wasn't."
Despite six years of "loyal customers" and "fair prices", the brand said the landlord "looked at all of it. And chose not to renew us".
The store's closure will leave Tom & Stefanie with three physical outlets — at Woodlands Civic Centre, EastPoint Mall and Paya Lebar Quarter — along with its online store on Shopee. The brand once had 10 outlets.
'Agreement could not be reached': Stefanie Chua
Miss Stefanie Chua, 21, daughter of the couple who started the brand 31 years ago and who became the face of the brand on social media last year, told Stomp that the company had reached out to the landlord even before the lease renewal period to express interest in continuing at Hillion Mall.
However, after several months of discussions, they were informed that the tenancy would not be extended.
She added that during the lease discussions, the brand was also presented with "significantly higher rental terms than expected".
"In response, we made efforts to match the proposed rate and explored ways to adjust our business model to improve viability," she said.
"As discussions progressed, it became clear that an agreement could not be reached," she said, adding that they concluded that continuing under those conditions would not be viable.
Miss Chua, an undergraduate who described her role as "helping my parents' business", said she was saddened by the impending closure.
"These shops shaped a big part of my journey growing up, so closing an outlet feels like closing a chapter of many memories with customers and the community," she said.
However, her immediate concern is for the staff at the Hillion Mall outlet.
"We are still reviewing how we can redeploy staff across our remaining outlets. However, given the current situation and overall business environment, there may unfortunately be some difficult decisions ahead, especially for a few long-serving team members," she said.
Miss Chua also revealed that the Hillion Mall outlet had been intended to launch a "new concept direction" for the brand.
"We've been working hard to revamp the store and refresh our offerings," she said. "The goal was to evolve the brand, improve the in-store experience."
Tough for local brands
She added that Tom & Stefanie's experience reflects challenges faced by many local brands when trying to maintain a retail presence amid rising operating costs.
Miss Chua said renewal terms have become increasingly difficult for smaller retailers to sustain, noting that the brand previously faced similar lease renewal challenges at its Tiong Bahru Plaza, Sun Plaza and City Square outlets.
"During renewal discussions, rental proposals can sometimes reach levels that are difficult for smaller local retailers to sustain long term, even with steady business performance," she said.
"For independent retailers, rent is often the largest fixed cost. When it increases beyond a sustainable threshold, it can outweigh even meaningful operational improvements and steady customer demand."
While an online store offers an alternative sales channel, she acknowledged that digital sales have not yet matched the traction of physical stores.
"Online hasn't quite replaced the traction we had with physical stores. But it's been encouraging when customers discover our products through Instagram videos and still choose to support us. Those small moments of engagement really keep us going," she said.
The Hillion Mall outlet will run a sale until it closes on June 10.
"Not because we're desperate. But because we'd rather these toys and clothes go home with the families who loved this store," the brand wrote in its post.
Miss Chua added that the company has also decided to donate a portion of the profits from the clearance sale to Thye Hua Kwan Moral Charities (Bukit Panjang), which supports low-income families in the area.
"This is our way of giving back to the Bukit Panjang community that has supported us over the past six years," she said.
Netizens dismayed by Tom & Stefanie's Hillion closure
Netizens reacted with disappointment to the news.
"I bought a teddy bear for my first crush from you guys, almost 20 years ago! Penned a confession, put it into the teddy bear's T-shirt, and gave it to him for Valentine's day," wrote a TikTok user. "You've been such an integral part of life."
Another commented: "I shop a lot at your outlet in Hillion. Bought toys and clothes for my granddaughter. It's sad to know you are closing."
Yet another said: "Pease don't close for good! My girl loves going to your store to browse."
In response to Stomp's queries, Hillion Mall management said it conducts regular reviews of its tenant mix to meet the evolving needs of shoppers.
After further evaluation, it decided to refresh the trade mix at Basement 1 as part of efforts to rejuvenate the shopping experience. The mall said Tom & Stefanie had been given early notice and was offered an alternative unit, which the brand declined.
Miss Chua confirmed that the brand had carefully evaluated the alternative unit.
However, she said its location on the mall's highest floor would have "materially changed" the store's business dynamics, and the company ultimately decided it was not the right fit.
Editor's note: This article has been updated to include additional comments from Miss Stefanie Chua as well as comments from the mall.
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