By  on July 29, 2013

For years, Southeast Asian women seeking designer lingerie had only a handful of Western labels to which they could turn. Now, a Malaysian company, Xixili Intimates, is getting in on the action. The nine-year-old brand has been flourishing in its home country and is now expanding elsewhere in the region.

“The whole thing was put together by a group of women who realized that 80 percent of women worldwide put on the wrong size bra,” said Tara Tan, the brand’s marketing director. “There are pretty severe side effects from that.”

To combat these effects, Xixili trains all its staff consultants to fit customers and teach them how to correctly put on lingerie, a service that’s rare in relatively conservative Southeast Asia.

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