SING CHYE HENG INVESTMENT HOLDINGS PTE LTD is a Singapore-based apparel and fashion company specializing in ladies' undergarments. It operates as an importer and exporter, with a strong presence in ASEAN through over 1,700 stores. The company champions Asian women's aspirations and diversity, offering brands like Sorella, Felancy, and SheShine. Their unique selling proposition is creating experiences that empower women, focusing on products, people, and purpose. The target audience is primarily women in ASEAN countries, with a workforce that is 98% female[1][2][3].