From selling second-hand clothes to starting a lingerie brand with his equally entrepreneurial wife
Kingsley Peh and his wife Elfaine Tan started their first business together at 15.
Kingsley Peh and his wife Elfaine Tan, who met as teenagers, have built an impressive entrepreneurial career together. Their first venture was selling second-hand clothing online and at local markets during the SARS outbreak. This early experience sparked their interest in entrepreneurship, leading them to launch Singapore's first online "tryvertising" platform, The Sample Store, when they were 20.
The platform allowed customers to try beauty products before purchasing, with users earning more samples by writing reviews. Eventually, The Sample Store was acquired by Singapore Post in 2013. In 2015, Peh and Tan launched I'm In, a lingerie brand, after Tan had struggled with underwired bras. The couple invested $100,000 in research and development for wireless bras.
Today, I'm In has expanded from an online store to five physical stores in Singapore and regional distribution in multiple Asian countries. Peh and Tan both hold diplomas from Temasek Polytechnic, with Peh studying infocommunications and Tan studying biomedical informatics and engineering. They have two young children and continue to reinvest profits into I'm In, believing that a strong team and good products are the most valuable assets.
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