Our Story

We are the intimate wear experts for women, no one does it better.

We give you the support, comfort, and confidence you need to conquer your world.

The principles that guides our actions…

Compassion

We go beyond profit and focus on creating a positive and meaningful impact on people, the environment, and society as a whole.

Empowerment

We enable and uplift the lives of our people and the community at large to pursue their aspirations and fulfill their potential.

Inclusivity

We are welcoming and relatable to a diverse range of people, across stakeholders.

Our Legacy

A home grown company with more than 48 years of Championing Women

Founded in 1975, we are a company with a rich history and heritage.

Today, SCH is one of biggest players in female innerwear in Singapore and Malaysia, with a retail footprint of over 1,700 stores across ASEAN.

Milestones that shaped our corporate journey since 1975

Started Sing Chye Heng (SCH) Investment Holdings Pte Ltd in 1975

  • 1978: Acquired Sorella to be a joint venture with Sorella Taiwan in order to start importing lingerie products from Taiwan to sell in Singapore

    1986: Worked with a partner to start selling Sorella in Indonesia

    1987: Launched Sorella products in Malaysia

    1987: Started the Research and Development Team to start designing our own products suitable for Singapore, Malaysia and Indonesia

    1988: Started Mei Shun Fang Manufacturing Sdn Bhd, factory to manufacture lingerie

    2000: Acquired the sole ownership of Sorella as our own brand and subsequently rebranded it entirely and develop it into a proper Lingerie brand

    2010: Sorella launched its first premium Body Contour series, a premium line designed to shape and sculpt

  • 1995: Acquire the license to design, manufacture and sell Pierre Cardin Lingerie in Singapore & Malaysia

    1998: Hired the first designer in Singapore to design for the local market.

    2001: Introduced a new line of fashionable bra sets catering for the younger consumers and started selling Pierre Cardin Lingerie in Malaysia.

    2003: Acquired brand licensing for the Indonesian market.

    2008: Acquired brand licensing for Vietnam, Cambodia and Laos.

    2013: Acquire a long term licensing for Pierre Cardin Lingerie and Underwear for the entire region of Southeast Asia

    2019: Ran the first inclusive campaign by hiring a plus sized Singaporean model

  • 1997: Started as a junior lingerie line under Sorella, Young Hearts became an independent brand this year.

    2003: Launched our first Junior Bra collection and subsequently launched it under the sub brand – Little Hearts

    2005: Start our first single brand boutique store Young Hearts in Penang, Malaysia

    2019: Young Hearts opened its 100th boutique in Malaysia Sunway Bigbox

  • 1998: Started our first lingerie boutique Minoshe, a lingerie concept that carries all our brands under one store

    2007: Registered and started a franchise concept named The Bra House

    2010: Started empowering our staff with proper Lingerie Fitting 1998: training by hiring Lingerie Professionals to train our staff

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At Sing Chye Heng, we believe in championing women.

Whether you have a business proposal, collaboration idea, or just want to connect, our team is ready to discuss the possibilities.

Let's explore how we can create something great together. Reach out, and let's start the conversation.