Retail in Asia

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Chinese lifestyle brand Neiwai opens Singapore flagship

Chinese premium lifestyle brand Neiwai has unveiled its flagship store in Singapore’s Raffles City, deepening its expansion into Southeast Asia.

SEE ALSO: Exclusive interview with Xiaolu Liu, founder of Chinese homegrown lingerie brand Neiwai

Founded in Shanghai in 2012, Neiwai, which means “inside outside” in Mandarin, offers a range of lingerie, loungewear, and ready-to-wear apparel for men and women.

Starting out as an online retailer, Neiwai began branching out with brick-and-mortar stores in 2017 and established presence overseas in 2020.

Neiwai’s flagship store at Raffles City in Singapore. Source: Neiwai

Neiwai had over 150 stores in 40 cities in mainland China as of 2021, with plans to open stores in markets such as North America, Southeast Asia, and Europe.

SEE ALSO: Yeo Mui Hong, chief executive of Singapore’s Ion Orchard, on driving in-store traffic

In 2021 Neiwai raised USD100 million in series D funding, led by Carlyle Group, WWD reported.

The new Singapore store features a full collection of women’s essentials and athleisure apparel from Neiwai Active, an independent label launched in 2018 under the Neiwai brand. In line with the brand’s ambitions to be sustainable, the flagship store will ship products in 100 percent recycled and easily reusable packaging to help reduce its environmental impact.