What Hexin Technology does

Hexin Technology (Xiamen Hexin Technology Co., Ltd. / 厦门和新科技股份有限公司) is a China-based cross-border e-commerce company founded in 2011 that designs, manufactures, and sells functional apparel — primarily shapewear, intimate apparel, and activewear — to global consumers under a multi-brand portfolio. The company operates three core brands targeting differentiated price tiers: Shapellx (full-category premium shapewear positioned in high-end US retail), Popilush (fashion apparel with built-in shaping structures), and FeelinGirl (mass-market basic intimate apparel). Its product portfolio spans four series — shapewear, fashion shapewear, underwear, and sportswear — supported by proprietary technology including 3D printing-enhanced breast support in lingerie, marine biotechnology fabric, and seamless knitting manufacturing capabilities developed at its Xiamen R&D center.

The revenue model is anchored in cross-border e-commerce with a hybrid D2C and marketplace architecture. Online channels include Amazon (primary global marketplace), TikTok Shop, and Shopify-owned storefronts; offline channels encompass US wholesale partnerships with Target and Nordstrom, plus Popilush's first owned retail store launched in Las Vegas. Geographic reach covers North America as the primary market with expansion into Europe and Asia-Pacific. Fulfillment is supported by three US warehouse facilities (New Jersey, Chicago, Los Angeles), and production is distributed across dual Chinese manufacturing bases — Yiwu (seamless technology center) and Foshan (sewing technology center) — with a new Hexin Ocean Technology R&D Industrial Park under construction in Xiamen. The company employs 600+ people group-wide.

Hexin holds 300+ registered IP assets and has earned multiple industry recognitions including the 2025 American Good Design Award (Gold and Silver for Shapellx), the 2024 New York Product Design Award, Fujian Province Top 100 innovative private enterprise (ranked 85th in 2025), and National High-Tech Enterprise certification. In 2024, the company completed a stock reform converting to a joint-stock company structure, a step often associated with preparation for a future capital markets listing, though no public offering has been announced. Disclosed scale metrics include approximately $300M in 2024 GMV, 20M+ omnichannel users, and 1M+ omnichannel followers.

Name

Hexin Technology

Legal name

厦门和新科技股份有限公司

Website

https://hexincorp.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

Hexin Technology is a China-based cross-border e-commerce company that designs, manufactures, and sells functional apparel — shapewear, intimate apparel, and activewear — under three brands (Shapellx, Popilush, FeelinGirl) through Amazon, TikTok Shop, Shopify, Target, and Nordstrom.

Ownership category

akta.pro rank

Product category

Women's Functional Apparel

NAICS

Cut and Sew Apparel Manufacturing (3152), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Sleepwear & Loungewear Cut & Sew (IMAOAEAI)

akta.pro secondary industry

Tops & Shirts Cut & Sew (T-Shirts/Shirts/Blouses) (IMAOAEAE)

Keywords

• Cross-border e-commerce
• Functional shapewear
• Intimate apparel manufacturing
• Seamless knitting production
• Activewear products

Headquarters

HQ city

Xiamen

HQ country

China

HQ region

Asia

Offices9 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. E-commerce Sales (Cross-border): Direct consumer sales through online platforms including Amazon, TikTok Shop, and Shopify-owned storefronts. B2C model targeting global consumers with functional apparel products including shapewear, lingerie, and sports apparel.
2. Wholesale/Retail Distribution: Offline wholesale relationships with major US retailers including Target and Nordstrom. Products distributed through physical retail stores across North America.
3. Brand Licensing: Multi-brand portfolio (Shapellx, Popilush, FeelinGirl) operating across different market segments and channels, generating revenue through direct brand sales and licensing arrangements.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Hexin Technology designs, manufactures, and sells women's functional apparel — primarily shapewear, lingerie, and activewear — under its proprietary brands Shapellx, Popilush, and FeelinGirl. The company runs a vertically integrated operation spanning fabric R&D (including ocean-biotechnology textiles), seamless knitting and 3D-printing production, and cross-border e-commerce distribution to North American consumers.

Product overview

Hexin Technology operates as a multi-brand functional apparel company organized around three core sub-brands — Shapellx (full-category premium shapewear), Popilush (fashion apparel with built-in shaping structure), and FeelinGirl (basic underwear for all ages) — supported by four product series: Shapewear, Fashion Shapewear, Underwear, and Sports. The company sells primarily through cross-border e-commerce channels (Amazon, TikTok, Shopify) and high-end retail partners (Target, Nordstrom), with an integrated online-offline global marketing system covering North America, Europe, and Asia-Pacific.

Differentiator

Problem solved

Functional benefit

Brands

• Shapellx: Full-category shapewear brand based on cutting-edge shaping technology and exquisite design aesthetics. Reaches quality- and fashion-focused women through its own online platform and international high-end channels such as Nordstrom. Aims to satisfy women's dual needs for fashion expression and body management in daily wear.
• Popilush
• FeelinGirl

Products and services

• Shapellx Shapellx is Hexin Technology's mid-market proprietary shapewear and body-shaping apparel brand, designed for women seeking everyday and special-occasion shaping solutions. It is sold directly to consumers through the brand's own website, Amazon, TikTok Shop, and retail partners such as Target and Nordstrom.
• Popilush Popilush is Hexin Technology's premium-tier shapewear and activewear brand, combining body-shaping construction with activewear styling. It is sold through the brand's own channels, online marketplaces, and a dedicated Popilush retail store in Las Vegas.
• FeelinGirl FeelinGirl is Hexin Technology's mass-market shapewear and lingerie brand, offering accessible body-shaping and intimate apparel to a broad female consumer base primarily through online channels.

Quantifiable outcome

• 300Million USD GMV in 2024
• +2 more outcomes

Named customers4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon serves as the primary global marketplace channel for Hexin Technology's functional apparel products. The company sells shapewear, lingerie, and sports apparel through Amazon's global marketplace platform, leveraging Amazon's fulfillment infrastructure and customer base for international sales.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Spanx: US-founded shapewear pioneer and category leader selling shaping apparel and leggings across D2C, wholesale, and global marketplaces. Most direct comparable to Shapellx in product, target consumer, and premium positioning.
• Cosabella: Italian-founded premium lingerie, shapewear, and loungewear brand sold through D2C and department stores. Comparable in premium intimate apparel positioning and shaping technology emphasis.
• Commando: US shapewear and legwear brand sold through D2C and premium retailers. Direct comparable in shaping category, premium department-store distribution, and D2C-plus-wholesale omnichannel strategy.
• Wolford: Austrian premium hosiery, shapewear, and legwear brand sold through luxury department stores and D2C. Comparable in premium shaping technology, European heritage positioning relevant to international expansion, and partnership with department-store channels.
• Cupshe: Chinese cross-border e-commerce apparel company selling swimwear and women's apparel primarily through Shopify D2C and Amazon. Closest comparable in cross-border business model, China-based manufacturing, and North American go-to-market.
• Savage X Fenty: Lingerie and loungewear brand with strong D2C and membership model. Comparable in intimate apparel category, technology-forward marketing, and direct-to-consumer orientation.
• Skims: Celebrity-founded shapewear, loungewear, and intimates brand with strong D2C and retail presence. Comparable to Hexin across shapewear, built-in-shaping fashion (Popilush), and aggressive multi-channel growth playbook.
• Halara: Chinese cross-border activewear and athleisure brand selling primarily through Amazon and Shopify. Comparable in cross-border e-commerce model, China manufacturing, and women's functional apparel focus relevant to Hexin's Sports series.

Broad incumbents

• Victoria's Secret: Global intimate apparel and activewear incumbent with D2C and large retail footprint. Comparable in intimate apparel category, women's shaping and bra products, and omnichannel distribution, though much larger and US-headquartered.
• SHEIN: China-based cross-border fast-fashion marketplace and private-label apparel platform. Comparable in cross-border e-commerce scale, China manufacturing base, and reliance on marketplace channels, though at far larger scale and broader category mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance14 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hexin Technology