E2 Lingerie

PROFILE

In E2 Lingerie, we don't just sell products, we sell confidence. The kind of confidence that defines sex appeal. It's that special something that makes heads turns when a beautiful lady walks into the room.

We believe it is every woman's birthright to feel good and look great. Two important elements we based the conceptualisation of E2 Lingerie upon. The feel good experience begins with the soothing lighting and music, chic décor, clear presentation of our products at the boutique and warm customer service from our friendly and knowledgeable retail staff. To cater to women from all walks of life ranging from young teens to matured ladies, we scour around the globe to bring in lingerie of the most exclusive design and highest quality. With our reasonably priced lingerie, looking great doesn't have to come at high price.

Our Vision

To be known as "The Lingerie Brand" among consumers.

Our Mission

To unveil the inner beauty of every woman, providing comfort, style and confidence.

Background of E2

In 2002, E2 lingerie entered into Singapore’s lingerie retail industry with the opening of her first lingerie concept store at Northpoint Shopping Centre. Under the helm of her founder Mr Ng Puay Cher, E2 swiftly established her retail presence in Singapore, now having 8 chain outlets located all over the country in merely 2 years!

Mr Ng with over 3 decades of experience in the lingerie line, is the epitome of a successful entrepreneur. In 1974, having a foresight on the potential growth of the lingerie industry, Mr Ng set up Miss Young (later renamed SUN BEAUTY Pte Ltd).

As a lingerie manufacturing firm, Sun Beauty designed and manufactured a wide range of lingerie. The lingerie were supplied to various major departmental stores like Isetan and OG and several overseas distributors too. In late 80s, as the growing demand exceeded Sun Beauty’s supply capacity, she expanded her manufacturing operations to Malaysia, followed by China. Though Sun Beauty has ceased its local operations, the experience and contacts Mr Ng gained from running Sun Beauty proved to be invaluable when he moved into the retailing industry.

In 1996, Mr Ng decided to shift his focus from manufacturing to retailing lingerie. Thus he started ERO Lingerie. Under his management, ERO lingerie flourish and within 5 years, ERO Lingerie became the largest lingerie retailing chain in Singapore. At its peak, ERO lingerie has over 17 outlets, the size of its flagship store at Jurong Point Shopping Centre is measured at over 9000 square feet, the largest in Southeast Asia.

At the end of 2002, Mr Ng sold ERO lingerie and started E2 Lingerie, a lingerie retailing chain targeted at the younger market segment. With his understanding of the market’s demand and fashion trend, E2’s retail outlet grew from 1 shop to 8 as at present. A feat that supersede his previous accomplishment with ERO Lingerie.