Singapore’s beloved homegrown confectionary chain, Tiong Bahru Bakery (TBB), is expanding beyond their signature flaky croissants, officially launching a dedicated lifestyle retail extension called Crumb & Go. Located strategically directly behind the brand’s original flagship café on Eng Hoon Street, this new concept offers fans exclusive merchandise, artisanal homewares, and on-the-go food and beverages, transforming the flagship location into a comprehensive lifestyle destination following its recent renovation.
This move signifies a notable shift for the popular F&B operator, positioning the brand not just as a bakery but as an arbiter of curated aesthetic and everyday luxury goods. Crumb & Go acts as a complementary retail space, allowing diners to take home a piece of the TBB experience through unique collaborations and branded items.
Exclusive Merchandise and Unexpected Delights
The shop features an array of TBB-branded apparel and whimsical accessories designed to delight diehard fans. Among the standout items are brand-specific clothing, including an official TBB crew T-shirt ($56) rendered in a “French vanilla crème” hue—a stylish twist on the navy uniform worn by staff. For a more subtle nod to local pastry culture, the brand collaborated with local label Atlas Kind on items such as pastry-themed iron-on patches (starting from $4) and canvas tote bags ($40) emblazoned with dough motifs.
The retail selection transcends simple souvenirs, venturing into home decor that captures the cozy café atmosphere. Shoppers can find items such as canelé-shaped incense holders ($35) and calming matcha-scented candles. Further amplifying the pastry theme are Jellycat-inspired plushies shaped like classic TBB bakes.
Supporting Independent Artisans
Beyond proprietary merchandise, Crumb & Go functions as a curated multi-label store, showcasing unique products from independent local and regional designers. This effort to champion smaller artisans adds depth and variety to the retail proposition.
Standout curated goods include playful, food-themed lighting, such as distinct butter- and onion-shaped lamps created by Issho Labo. The selection also features specialized glassware from Sardine, a brand known for its eclectic aesthetic, and charming 3D-printed animal keychains imported from the Thai brand Hue Studios. This diverse collection ensures the store appeals to shoppers seeking unique gifts or unexpected home accessories.
Quick Bites and Exclusive Treats
For customers seeking efficiency, a dedicated counter within Crumb & Go offers convenience-style service, stocking grab-and-go options like freshly prepared sandwiches, salads, and chilled beverages.
Adding further incentive for repeat visits, TBB has announced several outlet-exclusive food items set to debut in the near future. Enthusiasts should mark their calendars for January 2026, when the counter will begin serving a dedicated kouign amann soft serve and a refreshing coffee slushie, available exclusively at Crumb & Go.
Located at 55 Tiong Bahru Road, Crumb & Go by Tiong Bahru Bakery successfully translates the brand’s culinary appeal into a fully realized lifestyle venture. By blending high-quality branded merchandise with carefully selected artisanal goods, TBB is strengthening its presence in Singapore’s competitive lifestyle retail landscape, proving that its brand resonance extends far beyond the confines of the oven. Follow Tiong Bahru Bakery’s Instagram channel (@tiongbahrubakery) for the latest updates on new product drops and upcoming exclusives.