Welcome to The ShoeCo!

We hope our story below helps you get a sense of where we came from and what we’re all about.

Our Story
We have been been living our passion for blissfully comfortable shoes since 2004 (as Heel & Toe). Back then, we wanted shoes that not only felt good, but which would also protect our precious feet. We have since grown from selling shoes to becoming footwear specialists – providing dependable advice to help you meet your feet’s needs. From providing sensible shoes you can’t do without, to shoes that marry comfort and style. No matter your age, no matter your lifestyle. And that goes even for the shoes we have selected for our littlest customers, because we believe that good footwear habits start from young!. We celebrate this evolution and milestone by renaming our Heel & Store stores at Tanglin Mall* and Great World City* to The ShoeCo.

Like all the women of the new millenia, we are conscious that comfort means more than just being functional. Run and founded by women, we, at The ShoeCo, are familiar with the multi-roles of the modern woman, and the need for footwear solutions that meet the needs of everyday life. We have expanded our range to include a wide range of shoe brands which focus on balancing function with fashion without compromising one for the other. We have also expanded our range of shoes for children because we recognise that little feet matter too.

Our friendly staff at our three stores are a little bit more like family who share the culture of The ShoeCo in delivering the best we can in footwear and customer service. We all live and breathe shoes, and we wouldn’t have it any other way!