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To step into motherhood is to wander through an endless journey filled with momentous memories, unconditional love, and sometimes even painful challenges. Mothers go through changes physically, mentally, and emotionally in order to bring new life into this world.

Eaugene (Eau) and Fion began careers in a Japanese electronic MNC and a Singaporean jewellery company respectively after graduating from the University of Hertfordshire in the UK.

Upon entering the journey into motherhood, Fion faced grievances in finding nice and affordable shapewear. In 2010, the couple left their jobs and launched a pushcart business in malls selling shapewear products, which was mass market-friendly.

Many maternity brands in the market are focusing more on offering baby products, but not so much on postpartum mother care. Even existing maternity brands appear more focused on fashionable maternity clothing, but not on items like postpartum panties, milk storage bags, lactation-helping products, and more.

Eau and Fion noticed that ‘90s and ‘00s mothers are different from ‘70s and ‘80s mothers. Namely, they place value on items that are both functional and aesthetic, two criteria that Shapee believes it can fulfill.

Therefore, they pivoted their business to sell products that were more niche, addressing the needs of women looking for maternity and nursing wear. This also came after experiencing a sales drop in their shapewear business due to the growing e-commerce trend and their brand’s lack of new product introduction.

Another main reason that drives them to offer more maternity and nursing wear is that Fion was searching for more affordable maternity and nursing products while pregnant with her third child. who she wanted to exclusively breastfeed, despite her unsuccessful experience in breastfeeding her first two children.

They understand the struggles that many mothers go through. Thus, other than focusing on nursing wear, they aim to offer an end-to-end solution by providing a digital learning platform to parents, which is called Parenting Circle.

In Parenting Circle, there are blogs and articles on pregnancy and childcare along with a directory of maternity and baby-related services and information. It is also linked to a motherhood community on Facebook called SuperMom.

Now, Shapee has grown from a pushcart business to a nationwide one with a multichannel market presence via e-commerce and over 200 retail stores. To date, it has been accompanying more than 100,000 mummies in their motherhood journey and is still counting.

Shapee has joined ZOM-IN.com to collaborate in efforts to empower aspiring youths. Join us now at www.zom-in.com to participate in exciting events coming soon!


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