Elevete’s Sweet Success: From Homebaker to RM10M in Sales

“F&B isn’t easy,” but Edwin Chan YOLOed into it with just RM5,000, a KitchenAid, and his parents’ kitchen.

Ten years ago, Chef and Founder of Elevete Patisserie, Edwin Chan, left his full-time kitchen job to pursue his passion as a home baker. What started as a small homebaking venture has since evolved into a multimillion-ringgit business, focusing on supplying cafes and businesses while maintaining a Direct-To-Consumer presence exclusively online (unless you know Edwin personally!).

Known for blending French pastry techniques with Malaysian flavors, Elevete has grown into a 30-person team, securing retail spots in AEON and IKEA Singapore along the way.

In this episode of Open For Business, we explore Edwin’s journey from a humble home bakery to a full-fledged baking facility, the challenges of scaling while preserving artisanal quality (if even possible), and how Elevete sees the path ahead in such a competitive market.