Wear Them For Life

ShoeTree Project

Quality shoe trees form the backbone of any shoe care regimen – they prevent leather rot, provide a working surface for proper conditioning and polishing, and act as literal skeletons that maintain the shape of your shoe. It is perhaps fitting that a shoe care startup like The ShoeTree Project had its humble origins as the premier stop for quality-crafted, size-specific shoe trees.

As shoe aficionados, we found that the best shoe care products were notoriously missing in Singapore, or could only be found at inconvenient retail stores. Just like the quintessential shoe tree, The ShoeTree Project strives to make your fine leather shoes last a lifetime by bringing personalized, high-quality shoe care right to your doorstep.

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How it began

Meeting of like minds

Atticus meets Alphonsus in the military, and they bonded over their mutual appreciation of quality footwear. Fine craftsmanship is a fascination, hobby, and possibly – borderline addiction.

A stagnant shoe care industry

Alphonsus’ buys two pairs of shoe trees through a forum mass order in 2011. It took 2 weeks to consolidate, another week to arrive and distribute, and the international shipping cost $14 a pair. While still slightly cheaper than the $80 pair from his shoemaker’s, he was dismayed to find out the EUR 42s did not fit. However, getting them replaced with a workable size would incur a monstrous shipping fee, putting them well above the $80 mark – something had to be done.
The early days

The first shoe tree purchased

Leveraging on their experience and existing infrastructure in enterprise, Atticus and Alphonsus set up a part-time operation that delivered generic, 4-sized shoe trees right into the homes of Singaporean shoe owners, promising a size exchange for incorrect fits.

Then known as “ShoeTree Singapore”, the fledgling business sold its first pair of shoe trees with a Gumtree ad. A steady stream of orders started coming in from shoe owners who liked the convenience and did not have time to visit a physical store.

Maximizing value, minimizing costs

Atticus and Alphonsus started studying how the best shoe trees are made, with a vision to offer premium range shoe trees at mass market prices. With help from their customers, they found that common concerns were that the fragrance of the shoe tree wasn’t strong enough, the generic shape of the shoe tree did not provide adequate support, and that the difference between sizes were too large to have a close fit.
The ShoeTree Project

ShoeTree opens its store to customers for the first time

Thanks to rave reviews and recommendations of satisfied customers, this humble business grew out of its capacity and started serving customers as far as Germany and Macau. ShoeTree officially opens its warehouse with full-time staff, which made it possible for shoe owners with unusually shaped shoes to have them fitted with the perfect shoe trees on the spot.

Rebranding and a greater mission

In maintaining a close relationship with our clients, ShoeTree found the inaccessibility of quality shoe care in Singapore extended well beyond just well-designed shoe trees. Renamed “The ShoeTree Project”, the team sought to reinvent a stagnating, inaccessible, traditional shoe care industry into a fast-moving, modern one no more than a few clicks away.

Extrapolating the successful problem-solving strategy from its flagship shoe trees, The ShoeTree Project solves shortcomings of current products by releasing its own line of shoe care accessories, such as horsehair brushes and shoe horns.

The ShoeTree Project also became the first to ship the world-renowned Saphir Medaille d’Or leather care line to your doorstep for free.

Today, The ShoeTree Project serves discerning clients in more than 15 countries, including Singapore, Malaysia, and Indonesia.

What Clients Say

  • “Very responsive and knowledgeable customer service”

    Very responsive and knowledgeable customer service, helped me put together a shoe care kit for my first shoes. Shipping arrived in 5 days. Will repurchase when my new shoes arrive.

    Tim W
  • “Excellent service, prompt and on time delivery”

    Excellent service, prompt and on time delivery. Just love the quality and quantity customer service. Well done.

    Khaali Dil
  • “Good service and overall experience”

    Got 5 pairs. Very happy. Good service and overall experience.

    Fedward H
  • “Amazing products and superb customer service”

    Recognising the need that a good pair of cedar shoe trees will prolong one’s shoes, I looked online and came across ShoeTree Singapore. Amazing products and superb customer service. Definitely recommend ShoeTree!

    Hanief A
  • “Smells great. My first shoe trees!”

    Order online, and receive it very fast. Smells great. My first shoe trees!

    Melvin T
  • “My order came very promptly and I received updates when it had been sent”

    My order came very promptly and I received updates when it had been sent. The quality of the product is good and my husband will order more.

    Libby B
  • “Good quality wood and well-finished”

    Shoetrees are just like they are in the pictures from the website. Good quality wood and well-finished.

    Matthew C
  • “Good product at a good price and great service as well”

    Good product at a good price and great service as well. What more can you ask for??

    Gerard W
  • “Will buy again for precious leather footwear”

    Good quality shoe trees for more affordable price (the same thing costs 40+ at Muji). Will buy again for precious leather footwear.

    Mason L
  • “Great find!”

    Great find! Highly recommended for everyone to keep their shoes in good condition!

    Anis T
  • “great product, great price and speedy delivery”

    First pair of shoe trees I have ever bought – great product, great price and speedy delivery. Will recommend!

    Ken C
  • “Sizing is accurate, good quality cedar wood”

    Sizing is accurate, good quality cedar wood with easy to use hinge function. Recommended! Support local enterprises!

    YuanZhang X

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