Our Story
Frisky Business started with S$300, about ten products and a bedroom in Woodlands. Eleven years later it is a Singapore warehouse, and the way it got here explains most of how it works.
In 2015 I was at a point where conventional employment was unlikely to be sustainable long term. Physical limitations made that clear enough. Building something independent was not ambition so much as arithmetic — it was the option I could actually shape and manage on my own terms.
The starting capital was a S$1,000 insurance payout. S$300 of it went on an initial batch of about ten products. There was no launch plan and no background in retail. Just a small amount of stock and a willingness to learn the job by doing it.
In those first months I handled all of it myself: sourcing, packing, customer service, deliveries. Every single order mattered, because there were few enough of them to count.
Growth was never rapid. It was incremental — shaped by customer feedback, careful reinvestment, and doing the ordinary things properly.
Founder, Frisky Business
That is still the method. Keep the standards high, keep the service consistent, improve something with every order. Nothing about this business was built on a launch or a campaign. It was built on the fact that people came back.
Plain, unmarked packaging and a neutral name on your statement. Nothing about an order from us announces itself — not the parcel, not the label, not the charge.
Product information without inflated claims. If something will not do what you are hoping, we would rather tell you before you buy it than process the return afterwards.
Curiosity, self-care, couples working something out together. Whatever brought you here, you will be dealt with the same calm way.
A bedroom in a Woodlands flat, a S$1,000 insurance payout, and about ten products bought with S$300 of it.
Out of the bedroom and into a partitioned warehouse space of roughly 250 square feet.
A shared half-unit, taken on to hold more stock than the flat or the partition ever could.
A full unit at Midview City — the first space that was entirely ours.
A larger warehouse in Yishun, which is still where every order is packed today.
Same-day delivery across Singapore, a one-year local warranty on branded motorised toys, and a help centre written to answer the question before you have to ask it.
What began as a practical necessity turned into a discipline: refine the products, refine the systems, refine the service, year after year.
Today Frisky Business runs from its own warehouse in Singapore and ships locally and internationally — on the same principle that shaped the very first order. Build carefully, improve continuously, and earn the trust rather than claim it.