Singapore’s beloved Tiong Bahru Bakery is expanding its artisanal brand beyond croissants and coffee with the introduction of Crumb & Go, a dedicated lifestyle retail space. Located adjacent to its original flagship outlet on Eng Hoon Street, the new store aims to serve as a tangible extension of the café experience, offering a curated selection of merchandise, exclusive food items, and home goods for fans of the homegrown bakery chain. This strategic move signals the brand’s evolution into a comprehensive lifestyle destination, capitalizing on consumer demand for experiential retail and collectible brand memorabilia.
The Bakery’s Merchandise Takes Center Stage
Crumb & Go functions as a dedicated retail hub, allowing loyal customers to express their admiration for the bakery through physical goods. Central to the offerings is Tiong Bahru Bakery’s branded apparel and accessories. Shoppers can purchase crew neck t-shirts ($56) in a “French vanilla creme” shade—a direct nod to the uniform worn by bakery staff—along with branded tote bags ($40).
The store emphasizes collaborative design, notably featuring textile goods developed with local clothing label Atlas Kind. Smaller, approachable items include pastry-themed iron-on patches (starting at $4), allowing subtle personalization. The concept extends beyond wearables into home décor, with items designed to replicate the cozy café atmosphere. Standouts include canelé-shaped incense holders ($35), matcha-scented candles, and playful, Jellycat-inspired pastry plush toys.
Curated Goods and Exclusive Treats
Beyond its own branded products, Crumb & Go features a carefully selected array of lifestyle items from independent regional and local vendors. This curation adds depth and discovery to the retail environment, supporting the creative community while offering unique finds for customers.
Key Curated Brands and Items:
- Issho Labo: Features conversation-starting houseware, such as distinctive butter- and onion-shaped lamps.
- Sardine: Offers eclectic glassware, previously highlighted for its unique designs.
- Hue Studios (Thailand): Provides adorable 3D-printed animal keychains, adding an international flavor to the mix.
The convenience counter within Crumb & Go caters to those seeking quick takeaways, featuring prepared salads, sandwiches, and beverages. Furthermore, the venue has announced upcoming food exclusives to entice repeat visits. Starting in January 2026, customers can anticipate two unique treats: a kouign amann soft serve and a specialty coffee slushie, available only at the Crumb & Go location.
The introduction of Crumb & Go reflects a broader trend in the dining sector where successful food and beverage brands pivot toward retail and lifestyle integration. By offering exclusive merchandise and unique curated items, Tiong Bahru Bakery strengthens its brand identity, fostering deeper consumer loyalty and creating a new revenue stream that complements its core bakery operations. The new store is located at 55 Tiong Bahru Road, extending the classic Tiong Bahru experience into the realm of modern lifestyle retail.