Who We Are

“Words can not express

the joy of new life.”

– Hermann Hesse
Welcoming a newborn to the family is a joyous and special moment. Here at Baby Joy we would like to celebrate this precious moment with you and your little one by providing a wide selection of high quality products at affordable prices to make life less work and more fun.
Established in 1972, under the founding name of Ewan Pte Ltd, or also known as Aprisin Singapore, Baby Joy has been representing and marketing major global baby gear brands for more than four decades in Singapore. We are proud to be the exclusive distributor for Aprica, Joie, Smoby and many more. 
Our products are available online at babyjoy.com.sg, our showroom located at 4 Ang Mo Kio Ave 12, major department stores including Takashimaya, and leading baby specialty stores such as Mothercare and Mummys Market across the island. We look forward to be of service to you and your newborn.

How We Started


Our first store along Selegie Road (presently Wilkie Edge). Besides baby strollers, we also sold bicycles and related parts and accessories.


Our first company delivery van featuring the best-selling highchair back then from Baby Relax.


Our founders took a trip to Nara in Japan to visit Personi’s factory. Strollers used to be extremely expensive as they were made in Japan, which resulted in a durable and high-quality line of products.


We imported and sold the first stroller in Singapore from the brand Personi, which was later renamed to Aprica.


Giordani was added to our product portfolio.


With customers such as Japanese department store Yaohan, our business grew and expanded.


In 1994, we became Takashimaya Singapore’s first baby gear supplier with Aprica.


Our concession counter at C. K. Tang Orchard (presently known as TANGS)