Homegrown breastfeeding solutions brand, Hegen has kicked off the new year with the launch of its inaugural concept space located in Motherswork Great World. The 12.4sqm “store-in-store” space marks an exciting new chapter for the brand, whose previous efforts focused on online shopping and a retail stockist.
“We’re excited to provide an immersive physical shopping experience for our customers. Our concept space is designed to invite shoppers to explore and interact with our products in a welcoming environment,” says Yvon Bock, Hegen Founder and Chief Executive Officer.
Inspired by a fountain of nourishment
The space features a fountain-themed decor inspired by the unconditional love that a mother has for her child as well as the wondrous joy of nourishing our little ones. The inspiration also fits in with Hegen’s mission to help, serve and empower women throughout their journey of motherhood.
“I love the idea of a milk fountain that is overflowing with abundance. Beyond creating beautiful and functional products, our focus has always been on celebrating every mum’s journey of feeding and nourishing their baby. We wanted the design ethos of our first concept space to reflect this,” shares Yvon.
With sculptural arcs mimicking the ever-flowing streams from a fountain, a signature pastel pink palette and the use of light wood flooring, the organic space is specially constructed to provide a warm and tranquil setting for shoppers.
Customers are encouraged to explore the full range of Hegen products, from breast pumps to feeding bottles and straw cups, at the new concept space. “Having a unique physical retail presence is incredibly important to us and we’re thrilled to launch this concept space. We will keep on listening and learning from our customers as we explore more concepts and continue building our motherhood community,” says Yvon.
"We are very excited about this partnership with Hegen and the value it will bring to our parent- customers. I believe Hegen’s concept space will not just offer mums and dads a delightful shopping experience, but also inspire them on their parenthood journey,” says Sharon Wong, founder and Chief Executive Officer of Motherswork.
Established and designed in Singapore in 2015, Hegen creates sustainable, practical, and high-quality breastfeeding products that meet the different needs of a growing child – and in turn, improve and enhance the nursing experience between a mother and her child. Our award-winning and revolutionary Express-Store-Feed system reimagines the milk bottle in a practical way while remaining efficient, simple, and functional. Hegen’s parent company, Fitson is an original equipment manufacturer (OEM) which produces baby products for some of the biggest baby product companies globally. Hegen is currently available in 17 international markets: Cambodia, Hong Kong SAR, Macau SAR, Indonesia, Israel, China, Malaysia, The Netherlands, Philippines, Singapore, South Korea, Taiwan ROC, United Kingdom, United States, Canada, Thailand, and Vietnam.
Established in 1998, Motherswork is a leading premium retailer of mother, baby and kids’ products. The company has 2 stores in Singapore, 12 in China and represents 300 international retail and distribution brands. Through years of research, Motherswork has become a one-stop total shopping experience that delivers only the top, tried and tested products for parents who want the very best for their children at different stages of parenthood.
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Tel: +65 6738 5886