NowON is a brand established by Dong Long Enterprise Pte Ltd, a Singapore-based company specializing in Men’s and Ladies’ footwear since 2007.

With the rapid growth of e-commerce, NowON was built to meet the evolving needs of today’s tech-savvy consumers. It serves as a convenient online platform that expands awareness of our products while allowing customers to shop anytime and anywhere with ease.

Backed by more than 20 years of industry experience, our team understands what modern shoppers look for most: Style, Comfort, Quality, and Affordability.
Guided by this philosophy, we have developed a range of brands to cater to different market segments:

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FRANK WILLIAMS – Modern Men’s Footwear

With over a decade of presence in the retail market, FRANK WILLIAMS offers fashionable, contemporary styles for men. It is now widely available in major department stores across Singapore and has built a strong reputation as a trusted and well-recognized brand.

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ALADY – Stylish Footwear for Women

Launched in 2014, ALADY was created to meet the rising demand for innovative, high-quality women’s footwear. With trend-focused designs and continuous product development, ALADY consistently delivers our promise of stylish, comfortable, quality-tested, and affordable shoes.

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FRANK GOODWILL – Casual Footwear for Men

As FRANK WILLIAMS became synonymous with formal men’s footwear, FRANK GOODWILL was introduced in July 2017 to serve the casual segment and complement the existing FRANK WILLIAMS collection.

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KiKi – Partner Brand

We are also proud to feature KiKi ladies’ footwear on NowON through a valued brand partnership.

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With the growing popularity of our brands, NowON strives to be the preferred online destination for customers seeking stylish, comfortable, and dependable footwear – all in one place.

NowON   Performance with Comfort, For All Walks of Life.

our brands