Heading into 2024, it’s important for parents to know where they can get care products for their babies in a timely, convenient manner with reasonable prices. However, in practice that isn’t always easy.

Parents Jesmine and Sean Tan were looking for Safe, Natural and Organic products for their own daughter back in 2011 when they realized that having to resort to importing such brands cost heavy postage fees. This led them to create Applecrumby in 2012. Applecrumby then went on to be part of the second batch of startups that made it to 500 Global’s Distro Dojo program in 2016, where they secured seed funding worth US$300,000 from the VC.

Now, Applecrumby has an e-commerce platform that has their own homegrown in-house brand of baby products. They have baby products such as diapers, wipes, skincare, cleaning products, and toothgel that are catered to parents who wish to have the option of Safe, Natural and Organic (S.N.O) baby products for their children. More recently, Applecrumby had also opened its first store-in-store in Shah Alam in a partnership with Daggeebaby.

So today on Open For Business, we spoke to Sean Tan, CEO & Co-Founder and Jesmine Tan, COO & Co-Founder of Applecrumby on their business journey since 2012 and what the future holds for their business.