“Beyond Cupcakes: How Plain Vanilla is Shaping a Lifestyle Brand Experience”

In 2011, Vanessa Kenchington left her law career to open Plain Vanilla, a cupcake shop in Singapore. She started small, with a cozy 150 square foot space and an investment of S$50,000, aiming to create a brand that would last, not just follow trends.

Within two years, the demand was too high for her small shop. In 2013, she expanded into a larger outlet in Tiong Bahru that included coffee—now a key part of the brand. Today, Plain Vanilla has six shops, selling just as many cups of coffee as cupcakes.

Growth has involved trying out different ideas. The launch of Plain Vanilla Foods in 2013 offered popular gift hampers, especially during festive seasons. As Kenchington explains, customers loved the mixed boxes, so they created a new variety every month.

In 2015, Plain Vanilla partnered with the fashion label In Good Company, opening a café in their store at Ion Orchard. This move was strategic, making Plain Vanilla more visible to a wider audience and attracting potential investors.

The COVID-19 pandemic in 2020 pushed the brand to innovate quickly. They launched an e-commerce website just five days after dine-in restrictions, which greatly increased their online sales. Now, online revenue accounts for around 15% of their total income, with annual sales surpassing S$1 million.

The company’s revenue rose 25% from 2023 to 2024. Kenchington is focused on growth while staying true to the brand’s values. She wants to avoid being seen as just another chain and has reduced pop-up events to maintain a sense of exclusivity.

This April, she began looking for investors to help secure the brand’s future, saying, “The goal is for the brand to outlive me.” Even with their e-commerce success, she believes in the importance of the café experience.

Looking ahead, Plain Vanilla plans to expand locally, mainly in neighborhoods where they can contribute meaningfully. Kenchington sees global expansion as a future goal, likely targeting markets like the UK, the US, or Australia.

She emphasizes consistency in branding, stating, “Building brand recall is hard if you’re always changing.” For her, the challenge lies in adding lasting value for customers.

Plain Vanilla’s story mirrors a larger trend: how businesses adapt to an ever-changing market. With a blend of tradition and innovation, Kenchington is committed to ensuring Plain Vanilla remains a beloved brand for years to come.

For further insights into market trends and consumer behaviors, check out the latest report from the Singapore Economic Development Board.

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