Hegen is a young Singapore-based business currently making waves overseas. It creates multifunctional and innovative products that aim to make breastfeeding a positive experience for mothers and babies.
Hegen’s parent company, Fitson Singapore, had been designing and manufacturing baby care products for major international brands for 30 years, but lacked a brand of its own. The company’s focus was on creating products for mother and baby care brands all over the world.
When Fitson won a major contract in 2008, it increased its capacity to meet the orders and avoid penalties for missing deadlines. However, its client cancelled the product two years later, leaving Fitson with too much capacity. This pushed Fitson Director Yvon Bock and her father Chan Ching, the company’s Founder and Managing Director, to rethink their business model and consider developing their own brand.
“The experience shook us to our core, but it forced us to examine how we could have more control of our business,” says Yvon. “We had been producing products for other companies for decades, so we thought, ‘Why not create something we could call our own?’”
With her father’s support, Yvon took a leap of faith in 2011 and started designing milk bottles that would enhance mothers’ nursing experience and the baby-feeding process. She drew inspiration from her own experience breastfeeding her four children, and leveraged Fitson’s manufacturing capabilities.