Exclusive distributor of the world's finest stationery & lifestyle brandsSingapore · Malaysia · Taiwan · Hong Kong Trade enquiries →
Our Story

Built on a belief that
stationery matters.

Two people. One conviction. Twenty-four years of building something worth being proud of.

The Founding Story

From corporate life to building something real.

Wing and Kelly founded CAY Group in 2002 with a clear conviction: the world's finest stationery brands deserved a proper home in Singapore. Not just for businesses — but for writers, journalers, and anyone who believes a great pen changes how you think.

No investors. No safety net. Just two people who believed that the right pen or notebook isn't just a product — it's a statement about who you are.

Twenty-four years on, CAY Group distributes 20 premium brands across Singapore, Malaysia, Taiwan and Hong Kong — with exclusive distribution rights for Leuchtturm1917, Kaweco and Traveler's Company across Singapore and Malaysia, exclusive distributor status for Sheaffer and Maruman in Singapore, and official distribution for many more.

2002 CAY Group Pte Ltd founded. Premium stationery wholesale distribution begins in Singapore.
2004 Expanded into Hong Kong. CAY Group's retail network reaches beyond Singapore for the first time.
2007 Expanded into Taiwan. A third regional market joins the footprint.
2008 Cityluxe launched — CAY Group's retail and e-commerce arm. Now one of Singapore's leading premium stationery destinations on ShopeeMall and LazMall.
2014 Expanded into Malaysia — and secured exclusive Leuchtturm1917 distribution across Singapore and Malaysia.
2026 20 brands. 4 markets. A team of 10. And still the same belief that started it all.
Wing and Kelly in the Cityluxe workroom, 2022

"The right pen or notebook isn't just a product — it's a statement about who you are."

— Choo Wing Yee, Co-Founder & Managing Director

Wing & Kelly in the Cityluxe workroom, 2022

The Team

The people who make it work.

Choo Wing Yee
Co-Founder & Managing Director

Wing leads CAY Group's strategy, sales and brand partnerships. An NUS graduate who co-founded CAY Group in 2002, he has spent 24 years building a conviction about premium stationery into one of Singapore's most respected distribution businesses — growing from a local wholesaler into a multi-market group carrying 20 premium brands across Singapore, Malaysia, Taiwan and Hong Kong.

Today he also leads CAY Group's AI and automation push — building internal tools with Claude and Google Apps Script that help the team work faster and smarter as the business scales toward its next chapter.

Strategy Brand Partnerships AI & Automation Sales
Kelly Yu
Co-Founder & Chief Operating Officer

Kelly is the operational backbone of CAY Group. As COO and CFO, she oversees buying, finance, logistics and day-to-day operations — the discipline and rigour that turns Wing's vision into a business that actually runs. She co-founded CAY Group alongside Wing in 2002, and has been the steady hand behind 24 years of sustainable growth.

Her eye for product and understanding of what retailers need is what keeps CAY Group's portfolio sharp and its stockist relationships strong.

Operations Finance Buying Logistics
What we believe

Three things that have guided us since day one.

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Premium is earned

We carry brands that deserve to be called premium — with the provenance, quality and story to back it up. We don't chase margins at the expense of integrity.

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Retailers are partners

Our stockists aren't transaction numbers. We invest in their success — with marketing support, reliable stock and relationships built on mutual trust.

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Objects carry meaning

A great pen or notebook isn't just a product. It's the start of a thought, a gift that gets kept, a tool that changes how someone works. That belief is what started CAY Group — and it still drives us.

Get in Touch

Ready to work together?

Whether you're a retailer looking to stock our brands or a brand owner looking for a distribution partner in Asia — we'd love to hear from you.

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Wholesale Enquiries
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Phone +65 6547 4692
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Our Office
CAY Group Pte Ltd
601 Sims Drive
#04-05
Singapore 387382
Operating Hours
Monday – Friday   9:00 am – 6:00 pm
Saturday, Sunday & Public Holidays: Closed
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