How a Singapore couple turned a $30,000 startup, KeaBabies, into a global brand generating $76 million revenue

A Singapore couple put $30,000 into a baby-products startup in 2017. Years later KeaBabies has grown into a business generating $76 million in revenue, with $8.9 million in net profit.

Founded by Jane Neo and Ivan Ong, the Singapore baby and maternity brand has built its business across international markets, particularly the United States.

KeaBabies Started With $30,000 in 2017

Neo and Ong co-founded KeaBabies in 2017 with $30,000 in startup capital.


The company's first product was a baby wrap carrier, which it listed on Amazon. The business later expanded its range beyond the original product.

Revenue Has Reached $76 Million

KeaBabies' latest reported revenue is $76 million, with net profit of $8.9 million.

Tech in Asia included KeaBabies in its list of profitable startups and technology companies in Southeast Asia, identifying it as a Singapore baby and maternity brand with $76 million in revenue and $8.9 million in net profit. The figures were based on financial results of 2024.

As per Business Times report in February 2024, the company generated $58 million in revenue in 2023, which rose up from $37 million in 2022. It also reported that KeaBabies had recorded $20 million in sales in 2020.

The revenue progression looks is, $20 million in 2020, $37 million in 2022, $58 million in 2023 and $76 million in the latest reported fiscal year.

The Company Has Remained Profitable

KeaBabies' latest financial figures also show that the company has remained profitable.

Its net profit is now $8.9 million. The Business Times reported that KeaBabies was bootstrapped and had first turned a profit in its sixth month of operations.

The latest Tech in Asia figures place KeaBabies among profitable companies in Southeast Asia, alongside its $76 million revenue figure.

KeaBabies Built a Business Around the US Market

The US has been central to KeaBabies' international business. The Straits Times previously reported that the company was launched as an e-commerce store targeting the American market. The brand later expanded its reach beyond the US as well.

A WorldFirst profile of KeaBabies says the majority of its sales come from the US through Amazon, while the company also sells through platforms including Walmart, Target, Kroger and Macy's.

The same profile says KeaBabies partnered with WorldFirst in 2018 to handle international payments and receiving accounts as it expanded across markets.

The Brand Expanded Across Multiple Countries

KeaBabies' business is not confined to Singapore or the US.

The Straits Times reported that the company reached $56 million in revenue across 13 countries while using WorldFirst's World Account to connect with suppliers and buyers around the world.

That report also described WorldFirst's role in helping businesses manage payments across multiple currencies and marketplaces.

KeaBabies' international expansion was also highlighted by The Business Times, which described the company as one of the Singapore digital consumer brands that had gained traction in the US, alongside Secretlab and Castlery.

KeaBabies Has Come a Long Way Since 2017

KeaBabies had began with a single baby product and a $30000 investment from its founders.

It later reached $20 million in sales in 2020, $37 million in revenue in 2022 and $58 million in 2023. Its latest reported revenue is now $76 million, accompanied by $8.9 million in net profit.

The company has also built a significant international business, with the US playing a major role and sales extending across other markets.

The couple launched KeaBabies as an e-commerce store in 2017, with sales also in the US market and at the time, the business was built around baby-care products for parents.