Company Overview
Company Name: XIXILI Intima Sdn Bhd
Incorporation Number: 200301007410 (609830-D)
Website: [xixili-intimates.com](https://www.xixili-intimates.com/global)
Industry: Apparel & Fashion
Headquarters: Kuala Lumpur, Malaysia
Contact Information: shoponline@xixili-intimates.com
Customer Service: Open Monday to Friday, 9am – 5pm, closed on public holidays.
Company Description: XIXILI Intima is a Malaysian homegrown brand, offering fashion lingerie that emphasizes fit and comfort for a global audience. The brand caters to women of all sizes with an extensive range of products, including bras with sizes from cup A to I and bands 65-100. XIXILI is firmly embedded in the values of inclusivity and customer satisfaction.
Products and Promotions
XIXILI Intima provides a comprehensive collection of intimate wear, including bras, panties, sleepwear, and accessories. The brand frequently runs promotional campaigns featuring significant discounts, such as up to 86% off on select items and bundle offers like 3 bras for USD 43 or 5 panties for USD 14. Product highlights include the Rysa Geometric Lace Contouring Bra and the Clara Concentric Lace Deep Plunge Push Up Bra. The company offers free delivery for orders over USD 180, complementing its international shipping options.
Brand Recognition and Awards
XIXILI Intima has been acknowledged with significant awards including the Best Intimate Wear Fashion Label 2019 and the Best Intimate Wear Fitting Experience from the APAC Southeast Asia Business Awards. Moreover, it secured the Gold Award for Best in eCommerce (Fashion & Apparel) in 2019, 2020, and 2021 from the Asia eCommerce Awards, underscoring its robust digital presence and effective customer engagement.
Leadership Team
- Joanne Khoo: Founder and CEO. She has been instrumental in establishing XIXILI as a leading name in the lingerie sector since 24 March 2003.
- Tara Tan: Chief Marketing Officer. Based in Kuala Lumpur, she leads marketing strategies and brand expansion, bringing experience from Parsons School of Design, New York.
- Shyron Teh: Key Account Manager. With the company since June 2016, she provides leadership in client relations and visual merchandising.
- CK Chung: Assistant Manager for IT & eCommerce Support. He plays a crucial role in leveraging technology to enhance customer interaction and streamline operations.
Strategic Initiatives
XIXILI Intima is committed to sustainability and social responsibility, evident through campaigns like the Green Bosom Bra Recycling Campaign. Collaborative efforts, such as the XIXILI x ELLE partnership, amplify market reach and brand image.
Competitive Landscape
Key Competitors
- Aerie by AEO, Inc.: This lifestyle brand emphasizes comfort and empowerment, showcasing intimates, apparel, and activewear. Headquartered in Pittsburgh, Pennsylvania, Aerie has a strong international presence with over 300 licensed locations across 30 countries.
- Boux Avenue: Situated in London, Boux Avenue offers lingerie, nightwear, swimwear, and loungewear. Founded in 2011, it commands a workspace of 501-1,000 employees and operates 30 stores in the UK with international outreach in 14 countries.
- Calvin Klein Jeans: Known for its minimalist and sensual designs, Calvin Klein is a fashion leader offering a mix of luxury and casual wear. With over 10,001 employees and based in New York, the brand continues to assert its global influence.
Additional Competitors
- The Rack Shack: A boutique focusing on inclusivity, offering a diverse range for various body sizes and encouraging a positive shopping experience.
- MINDD Bra Company: Specializes in comfort and aesthetics for D+ cup sizes, focusing on flexible, wire-free bras.
Strategic Positioning
XIXILI Intima stands out in the Malaysian market by offering inclusive size ranges and diverse product options. Its strategic positioning and global outreach under its Sdn Bhd status suggest an ongoing initiative to capture international markets, aligning with evolving consumer preferences for inclusivity and personalization.
