Hegen is a Singapore brand incorporated in June 2014[1] that designs and produces breastfeeding pumps, storage containers, and bottles.[2] Its flagship product is its Express-Store-Feed system with the patented Press-to-Close, Twist-to-Open (PCTO) technology.[3] Its current CEO is its founder, Yvon Bock. Hegen was reported to be one of the top 10 fastest growing companies in Singapore[2] and ranked #41 in the Financial Times "High-Growth Companies Asia-Pacific 2022".[4]
 | |
| Company type | Private Limited |
|---|---|
| Industry | Baby and Nursing Products |
| Founded | June 2014 |
| Headquarters | 438A Alexandra Road, #02-01 Alexandra Technopark, Singapore 119967 |
Key people |
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| Website | www |
Origin
editHegen was founded in 2015 by CEO Yvon Bock to provide sustainable, innovative and high-quality products for breastfeeding mothers,[5] particularly products that would simplify the task of expressing, storing and feeding breast milk to a baby.[6] More specifically, its mission was to offer a solution, then not existent in the market, for the problems faced by breastfeeding mothers in managing and storing their expressed breastmilk. As a mother of four, Bock sought to create technology and products that would simplify the task of expressing, storing and feeding breastmilk to a baby by minimizing both the amount of accessories required, and the need to transfer milk between receptacles. The official registration of the company and brand was preceded by 5 years of research and product design, self-funded by Bock.[7]
The name "Hegen" originates from the German expression "hegen und pflegen", which means both "to care deeply" and also "to nurture".[5]
Sales and Marketing
editHegen products were first launched in Singapore, but have since expanded internationally through online marketing and e-commerce into 16 other markets.[8] The brand's growth is now primarily driven by online sales following the onset of the COVID-19 pandemic, which caused the disruption of many of the brand's physical retail channels.[9] It opens its first concept space in Motherswork Great World in 2022.[10]
Products
edit
Hegen produces pumping, storage and feeding products for breastfeeding mothers and babies, primarily the PCTO Express-Store-Feed system, as well as the PCTO electric breast pump.
Awards, accolades and recognition
editHegen's Express-Store-Feed system won the Good Design Award in 2018,[11] while the PCTO Double Electric Breast Pump won the same award in 2019.[12] Its All-Rounder Cup also won the Red Dot design award in 2023.[13]
On Singles' Day 2017, Hegen became the first Singaporean brand to appear live on Feng Kuang Boss, China's e-commerce giant Alibaba's 24-hour livestreaming variety show cum brand showcase.[14]
As a brand, Hegen has also won a silver Stevie Award in 2020.[15] In 2023, they clinched 11th place at the Enterprise 50 awards.[16]
Hegen has been mentioned as an example of successful Singapore business by several Singapore government figures, including Prime Minister Lee Hsien Loong[17] in his 2021 National Day Rally and Minister for Trade and Industry, S Iswaran.[18]
Corporate Social Responsibility
editSince 2018, Hegen has sponsored breastfeeding kits and conducted baby massage and breastfeeding workshops at Safe Place, a Singapore not-for-profit organisation supporting women and families with unsupported pregnancies.[19]
In April 2020, Hegen gifted 1,000 sets of its Express-Store-Feed starter kit to pregnant hospital healthcare workers in Singapore.[20]
References
edit- ^ "Hegen Pte Ltd". SGP Business.
- ^ a b Tan, Sue-Ann (18 January 2022). "Top 10 fastest-growing companies in Singapore". The Straits Times. Retrieved 28 January 2022.
- ^ "She Turned A Setback Into A Success – Pumped In S$5M To Create Her Own Brand Of Baby Bottles". sg.news.yahoo.com. 28 December 2017. Retrieved 6 May 2022.
- ^ "FT ranking: Asia-Pacific High-Growth Companies 2022". 17 March 2022. Retrieved 6 May 2022.
- ^ a b "Case Studies: Hegen". Intellectual Property Office of Singapore (International). 5 December 2019. Retrieved 28 January 2022.
- ^ Wu, Qing Kang (吴庆康) (2 May 2021). "妈妈们说母婴生意经". Lianhe Zaobao (in Chinese). Retrieved 27 January 2022.
- ^ "Made With Passion: For the mind, body and soul". Time Out Singapore. Retrieved 6 May 2022.
- ^ "妈妈们说母婴生意经 | 早报". www.zaobao.com.sg (in Simplified Chinese). Retrieved 6 May 2022.
- ^ "NDR 2021: More foreign investments among requirements for Singapore to sustain longer-term growth, says PM Lee". CNA. Retrieved 6 May 2022.
- ^ "Breastfeeding solutions brand Hegen opens first concept space". Inside Retail. 11 February 2022. Retrieved 6 May 2022.
- ^ "Hegen PCTO(TM) Multi-Functional Feeding System [Hegen]". Good Design Award 2018.
- ^ "Hegen Electric Breast Pump [Hegen PCTO Double Electric Breast Pump]". Good Design Award 2019.
- ^ "Red Dot design award".
- ^ Auto, Hermes (3 November 2017). "Baby bottle maker Hegen first Singapore brand featured in Alibaba Singles' Day extravaganza | The Straits Times". www.straitstimes.com. Retrieved 6 May 2022.
- ^ "Stevie Awards Past Winners and Finalists 2020". Stevie Awards.
- ^ "Enterprise 50 Awards 2023 Winners". www.businesstimes.com.sg. Retrieved 4 December 2023.
- ^ Tang, See Kit (29 August 2021). "NDR 2021: More foreign investments among requirements for Singapore to sustain longer-term growth, says PM Lee". Channel Newsasia. Retrieved 28 January 2022.
- ^ "Speech by Minister S Iswaran at the Singapore Institute of International Affairs 10th ASEAN and Asia Forum". Ministry of Trade and Industry Singapore. 5 October 2017. Retrieved 27 January 2022.
- ^ "This mother-of-four wants to make breastfeeding as easy as ABC". CNA Luxury. 15 July 2020. Retrieved 6 May 2022.
- ^ "This mother-of-four wants to make breastfeeding as easy as ABC". CNA Luxury. 15 July 2020. Retrieved 6 May 2022.