Shapee Leverages On A Decade Of Success To Grow Its Market Share

Shapee Trading & Distribution (M) Sdn Bhd is looking to raise between RM500,000 and RM1.5 million through Equity Crowdfunding (ECF) that will go live in January 2022.

Investors who come on board will gain Ordinary Shares at RM9 each in the company which has set its sights on exciting expansion plans to capture a wider market share locally in the near future, and to eventually tap into regional markets.

“We have outlined a detailed strategy on the best use for investment, and this will encompass market and technology expansion, talent acquisition and working capital requirements,” says Founder and Managing Director Eaugene Eau.

The first order of business, he continues, will be to increase the company’s sales in the coming year, having successfully clocked in RM2.57 million in revenue in FY21, over RM1.7 million the preceding year.

“Shapees’s growth in sales, despite the challenges of the COVID-19 pandemic, is thanks to the company’s foresight to create a presence in e-Commerce platforms in 2019. We were the first maternity and nursing brand in Malaysia to introduce a shopping App,” Eau says.

He adds that the company’s robust eCommerce system and its preparedness to handle high traffic volumes, saw its e-retail revenues increase almost three-fold during the pandemic.

This has further cemented its foothold in the market despite the competitive landscape. Its proven track record of revenue growth and clear profitability, with a CAGR of 41.4% from 2017 to 2021 is also testament to its success to date. 

A Malaysian home-grown FemTech company, Shapee has grown by leaps and bounds since its introduction to the market in 2010. Launched to help modern women feel confident and look good as they embark on motherhood, it started as a push cart kiosk in malls. It went on to establish its brand store in 2017 and also ventured onto e-Commerce platforms, a move that was well-played.

Shapee’s business today has evolved into a three-part endeavour.

Its main business is the marketing and distribution of the Shapee range of maternity and nursing products that are aesthetically pleasing, are of good quality and priced right, distributed through 226 touch points   and significant social media visibility.  These include the award-winning best nursing bra, most wanted slimming wear and best postpartum belt.

Shapee also offers a digital learning platform, Parenting Circle, that empowers and educates mothers.  Parenting Circle at  has blogs and articles on pregnancy and childcare and a directory of maternity and baby related services and information. It is also linked to a Motherhood Community called SuperMom on Facebook.

Eau says the Shapee brand is not just about maternity and nursing products.

“More importantly, we want to empower and educate women on the importance of breastfeeding and our goal is to reach 10 million. It is a journey we want to take with mothers so that the next generation receives the best possible start that nature intended.”

This ECF is the first that Shapee is undertaking, having come this far through bootstrapping only.

“The market potential both in Malaysia and regionally is exciting, with our target markets of Indonesia, Thailand and the Philippines having a birth rate of between 1.5 and 2.5. We feel that we have much to offer with our three-fold approach that will greatly benefit mothers,” Eau says.

Over the next five years, the company plans to complete its product ecosystem, grow the Parenting Circle subscriber base and penetrate these new regional markets via enhancing its distribution channels and the development of eCommerce marketing.

“We look forward to welcoming new partners and investors who share the same vision to deliver joy, innovation and knowledge to mothers throughout Malaysia and the Southeast Asian region.”

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