brand expansion into Vietnam Tags | Motherhood Malaysia

Shapee, Malaysia' trusted maternity and nursing essentials brand, officially launched in Vietnam on 8 June 2025, marking a major milestone in its Southeast Asia expansion. Following successful entries into Brunei and Singapore, the Vietnam launch further cements Shapee’s growing regional footprint. The launch event held in Ho Chi Minh City drew an enthusiastic crowd, including parenting influencers, expectant mothers, and key partners—a powerful show of support for Shapee’s mission to support women through every stage of motherhood. Shapee enters Vietnam with a proven track record—best known for its award-winning nursing bras, which have received consecutive accolades from regional parenting platforms and garnered thousands of positive reviews from mothers. The brand offers a full range of nursing and maternity solutions, including breastfeeding accessories, breast pump, postpartum support belts, disposable sanitary essentials, and nursing essentials designed for comfort, function, and style. Vietnam presents a strategic growth opportunity for Shapee. With over 1.46 million newborns in 2024 (top 20 in world rank), the country remains one of Southeast Asia’s most dynamic and youthful markets. As more Vietnamese families embrace modern parenting solutions and prioritise maternal wellness, Shapee is well-positioned to fill the gap with its high-quality, functional, and stylish maternity and nursing essentials. "Vietnam’s booming young population, rising disposable income, and increasing awareness of maternity and nursing care make it an ideal market for Shapee to expand our mission of empowering mums," said Fion, Co-Founder of Shapee. With nearly a decade of brand-building in Malaysia, Shapee is ready to bring its proven product innovations and community-driven approach to a wider audience—delivering comfort, confidence, and care to mothers across the region. Founded in 2013, Shapee began as a women’s shapewear brand and entered the maternity and nursing essential space in 2016. Since then, it has supported hundreds of thousands of mothers across the region, growing from a homegrown Malaysian label to a trusted name in maternal care. Shapee’s mission is to help women feel confident, supported, and understood during one of life’s most transformative phases. Visit Shapee's official website for more information. For more insightful stories and fun recipes, stay tuned to Motherhood Story!

Family Planning by

Family Fun By Sunway Malls

Motherhood Panel of Experts

brand expansion into Vietnam

Shapee Expands into Vietnam, Becoming the First Malaysian Maternity and Nursing Essentials Brand to Go Regional