Sorella (M) Sdn Bhd

What Sorella (M) Sdn Bhd does

Sorella (M) Sdn Bhd is a Malaysian private limited company (registration 168994-P) that operates the Sorella premium lingerie brand, headquartered in Bandar Sunway, Petaling Jaya, Selangor. The company is a wholly owned subsidiary of Sing Chye Heng Investment Holdings Private Limited, a Singapore-headquartered diversified intimate apparel group founded in 1975 that also owns Pierre Cardin Lingerie MY, Young Hearts, and Felancy. Sorella sells bras, panties, plus-size lingerie, girdles, contemporary wear, nightwear, and loungewear to women in Malaysia, supported by an omnichannel distribution model that combines direct-to-consumer e-commerce (sorella.com.my, built on Shopify and integrated with IPay88 payments and DHL fulfillment) with over 50 physical Sorella and Felancy boutiques across Malaysia's Central, Southern, Northern, East Coast, Sabah, and Sarawak regions, plus listings on Shopee and Lazada. Order pricing is in Malaysian Ringgit, with bras typically priced around RM59 at sale (down from RM119.90 full price), RM10 delivery fees, and promotional discounts up to 73% during sales events; Buy-Now-Pay-Later via Hoolah/ShopBack PayLater is also available at checkout.

The business runs on a single direct-sales revenue model across one-time product purchases, with no subscription or licensing streams. Marketing is executed through Instagram, Facebook, email newsletters, SMS campaigns, the Sorella Squad community blog (including #SorellaWithLove CSR content), and a customer referral program. The company is PDPA-compliant under Malaysian data protection law, ships only within Malaysia, and reports a corporate headcount of 13 personnel, which is highly lean relative to the 50+ boutique footprint and likely reflects a structure where retail staff and boutique operations are managed through the parent group or partner/franchise arrangements rather than carried directly on Sorella Malaysia's books. The company has no disclosed external funding, no M&A activity, no recorded leadership changes, and no verifiable revenue figures.

Name

Sorella (M) Sdn Bhd

Legal name

Sorella (M) Sdn Bhd

Website

https://sorella.com.my

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Sorella (M) Sdn Bhd is a Malaysian premium lingerie retailer that sells bras, panties, shapewear, and sleepwear to women in Malaysia through its Shopify-powered e-commerce site, over 50 Sorella and Felancy physical boutiques nationwide, and Shopee and Lazada marketplaces, operating under the Sing Chye Heng investment group.

Ownership category

akta.pro rank

Product category

Women's Lingerie & Intimate Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Women's Clothing Stores (5621), Women's, Misses', Children's & Infants' Undergarments (2340)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Intimates, Lingerie & Sleepwear Retail (CRAAABAF), Bras & Bralettes (CRAAAIAA), Panties & Briefs (CRAAAIAB), Sleepwear & Nightwear (Pajamas, Nightgowns) (CRAAAIAE)

Keywords

• Premium lingerie brand
• Women's intimate apparel
• Shapewear and sleepwear
• Plus size lingerie
• Lingerie retail

Headquarters

HQ city

Subang Jaya, Selangor

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (E-commerce): Online sales through sorella.com.my website featuring bras, panties, nightwear, girdles, and contemporary wear with promotional discounts up to 73% during sales events
2. Physical Retail Boutiques: Revenue from brick-and-mortar Sorella Boutiques and Felancy Boutiques located in shopping malls across Malaysia
3. Marketplace Sales: Sales through third-party platforms including Shopee and Lazada

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Sorella designs, sources, and sells premium women's lingerie and intimate apparel — including bras (padded, wired, wireless, full cup, demi, sports), panties, girdles/shapewear, contemporary wear, and nightwear — and distributes them to Malaysian consumers through an owned e-commerce storefront, 50+ physical Sorella and Felancy boutiques, and Shopee/Lazada marketplace listings.

Product overview

Sorella is a premium Malaysian lingerie brand operating as an e-commerce platform and physical boutique retail chain. The product portfolio centers on core offerings of bras (featuring padded, wired, wireless, demi, full cup, deep V, extra coverage, and sports bra styles) and panties (mini, midi, maxi, boxshorts, and packaging panty varieties). Supporting categories include plus size lingerie, girdles/shapewear, contemporary wear, nightwear/sleepwear, and the Light As A Breeze loungewear collection. The brand also maintains a Sorella Squad community platform for CSR activities and customer engagement, alongside a referral program for loyalty rewards. Products are available through the Shopify-powered online store with delivery via DHL within Malaysia, and through numerous physical boutique locations across Malaysia.

Differentiator

Problem solved

Functional benefit

Products and services

• Bras

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Three partnerships are on record, tiered minor and core.

• SEGI College KLminorStrategic or Co-development Partner · 9 March 2021Collaboration for International Women's Day 2021 sponsorship where Sorella contributed vouchers as gifts for participants.
• Shopee and LazadaminorChannel Partner/ Reseller/ DistributorThird-party marketplace platforms where Sorella products are sold alongside the owned e-commerce website.
• Sing Chye Heng Investment Holdings Private LimitedcoreOthersParent company and holding entity that owns Sorella along with other international lingerie brands including Pierre Cardin Lingerie MY, Young Hearts, and Felancy. Founded in 1975, it is one of the leading innovators in Singapore's intimate apparel industry.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Felancy: Felancy is Sorella's sister brand under the same parent Sing Chye Heng Investment Holdings, operating physical boutiques across Malaysia. It sells directly comparable bras, panties, and intimate apparel to overlapping Malaysian women customers.
• Triumph Lingerie: Triumph is a global premium lingerie brand with extensive retail and wholesale presence across Asia. It competes directly with Sorella in bras, panties, and shapewear targeting women who prioritize fit, comfort, and quality.
• Wacoal: Wacoal is a leading Japanese premium lingerie brand with deep presence across Southeast Asia, including Malaysia. Like Sorella, it competes on fit, support, and quality across bras, panties, and shapewear targeting women seeking premium intimate apparel.
• Victoria's Secret: Victoria's Secret is a global premium lingerie brand operating retail stores and e-commerce in Malaysia and across Southeast Asia. It competes with Sorella across bras, panties, and sleepwear targeting women seeking branded intimate apparel.
• Etam: Etam is a French lingerie and intimate apparel brand with established retail networks across Asia. It overlaps with Sorella in core bras and panties, mid-premium positioning, and store-based distribution.

Broad incumbents

• H&M Lingerie: H&M offers a fast-fashion lingerie and sleepwear line including wireless and sports bras. It overlaps with Sorella in affordable everyday intimates, but operates as a broad-line apparel retailer rather than a lingerie specialist.
• Marks & Spencer (Lingerie): Marks & Spencer is a UK-based broad-line retailer with a well-known lingerie sub-line offering bras, panties, and sleepwear in Asian markets. It competes with Sorella on quality intimates but as part of a much broader apparel and home assortment.
• Uniqlo (Lingerie/Sleepwear): Uniqlo is a global fast-fashion basics retailer with a growing intimates and loungewear line. It competes with Sorella in wireless bras, sleepwear, and everyday basics, but operates across a far broader apparel portfolio.

Regional players

• Lovable: Lovable is an Asian intimate apparel brand with presence in Southeast Asia focused on everyday bras, panties, and sleepwear. It is comparable to Sorella as a regional lingerie retailer targeting similar everyday intimates customers.

Emerging players

• Aerie: Aerie is a US intimates and loungewear brand from American Eagle Outfitters known for inclusive sizing and body-positive positioning. It targets a similar premium-casual customer overlap with Sorella but distributes primarily online and through American Eagle stores.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sorellamalaysia
• Instagraminstagram.com/sorellamalaysia
• LinkedInlinkedin.com/company/sorella-m-sdn-bhd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Sorella (M) Sdn Bhd