Hegen
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| Private Limited | |
| ISIN | 🆔 |
| Industry | Baby and Nursing Products |
| Founded 📆 | June 2014 |
| Founder 👔 | |
| Headquarters 🏙️ | 438A Alexandra Road, #02-01 Alexandra Technopark, Singapore 119967 |
Area served 🗺️ | |
Key people |
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| Members | |
Number of employees | |
| 🌐 Website | www |
| 📇 Address | |
| 📞 telephone | |
Hegen is a Singapore brand incorporated in June 2014[1] that designs and produces breastfeeding pumps for expressing milk, as well as containers and bottles for storage and feeding[2]. Its flagship product is its Express-Store-Feed system. Its current CEO is its founder, Yvon Bock. Hegen has been recognised as one of the top 10 fastest growing companies in Singapore.[2]
Origin[edit]
Hegen was founded in 2015 by CEO Yvon Bock to provide sustainable, innovative and high-quality products for breastfeeding mothers.[3] 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 minimising both the amount of accessories required, and the need to transfer milk between receptacles.[4] The official registration of the company and brand was preceded by 5 years of research and product design, self-funded by Bock.[5]
The name "Hegen" comes from the German expression "hegen und pflegen", which means both "to care deeply" and also "to nurture".[3]
Sales and Marketing[edit]
Hegen products were first launched in Singapore, but have since expanded internationally through online marketing and e-commerce into 16 other markets.[4] 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.[6]
Products[edit]
Hegen produces pumping, storage and feeding products for breastfeeding mothers and babies. To date, Hegen is most notable for its signature PCTO Express-Store-Feed system.
PCTO Express-Store-Feed System[edit]
Hegen's Press-to-Close, Twist-to-Open (PCTO) Express-Store-Feed System is marketed as an integrated breastfeeding system featuring a "Sqround" (square-round) bottle,[5] which can be converted from a breast pump, to a storage container, to a feeding bottle, through the attachment of interchangeable lids, without touching or requiring the transfer of the milk within the bottle.[3] This system was designed to minimise the risks, delays and inefficiencies created by the need to transfer breastmilk between separate containers, which could result in spillage, contamination, or oxidation due to exposure to air.[4]
The shape of the bottle has been reported to be the world's first,[5] and was designed to make it easier and more secure for babies and mothers to hold. The bottle's interchangeable cap features a press-to-close, twist-to-open action that can be closed with one hand.[3] The teat of the milk bottle cap attachment also features an off-centre design that makes it easier for babies to drink while reducing the risk of ingesting air or choking.[4] The teat design also allows for more upright feeding.[3]
The bottles of the Express-Store-Feed system are made from sustainable PPSU (polyphenylsulfone).[7]
PCTO Double Electric Breast Pump[edit]
Hegen also produces the PCTO Electric Breast Pump, which is an integrated breast pump and massager. It has been reported to be the world's first electric breast pump with a kneading massage feature that incorporates gentle cupping techniques from traditional Chinese medicine (TCM) to improve blood circulation and relieve engorgement, body aches and sore muscles.[5]
Awards and Accolades[edit]
Hegen has won both local and international awards as a brand, and for individual products.
Hegen's products received the 2015 Singapore Packaging Star Award during an awards ceremony held in 2016.[8]
Its Express-Store-Feed system won the international Good Design Award in 2018[9], while the feeding bottle configuration won the gold award in the Best Closest to Breast category in the Supermom Awards 2019.[10] The system as a whole, together with the PCTO Double Electric Breast Pump, was also awarded the Most Innovative Baby Feeding System award in the Singapore's Child Babies & Kids' Awards 2019. In addition to these, the PCTO Express-Store-Feed system is also a five time winner of the Parents' World Best Multifunctional Baby Feeding System award.[11]
Hegen's PCTO Double Electric Breast Pump won the Good Design Award in 2019[12], as well as the Singapore Good Design Mark [13] in the same year.
As a brand, Hegen has also won a silver Stevie Award in 2020.[14]
Local and International Recognition[edit]
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.[15] The Singles' Day sale is the largest online retail event in the world.[16]
Also in 2017, Singapore Minister for Trade and Industry S Iswaran also pointed out in a speech at the Singapore Institute of International Affairs that Hegen was a successful local example of using e-commerce to fuel growth, leveraging on platforms such as TMall in China, Amazon in the United States and Lazada in Southeast Asia to reach a global market.[17]
In 2021, Hegen became the best-selling brand in the milk bottle category on leading Chinese e-commerce site TMall.[4]
During his 2021 National Day Rally speech, Singapore Prime Minister Lee Hsien Loong mentioned Hegen and pointed out that some notable markets Hegen had entered included China, Korea, and Israel.[6]
Giving Back to Society[edit]
Since 2018, Hegen has sponsored breastfeeding kits and conducted baby massage and breastfeeding workshops at Safe Place, a Singapore not-for-profit organisation that supports women and families with unsupported pregnancies.[18]
In April 2020, Hegen launched the "Hegen Cares" campaign to gift 1,000 sets of its Express-Store-Feed Starter Kit to pregnant hospital healthcare workers in Singapore, particularly those handling Covid-19 cases.[18]
References[edit]
- ↑ "Hegen Pte Ltd". SGP Business.
- ↑ 2.0 2.1 Tan, Sue-Ann (Jan 18, 2022). "Top 10 fastest-growing companies in Singapore". The Straits Times. Retrieved 28 January 2022.
- ↑ 3.0 3.1 3.2 3.3 3.4 "Case Studies: Hegen". Intellectual Property Office of Singapore (International). 5 December 2019. Retrieved 28 January 2022.
- ↑ 4.0 4.1 4.2 4.3 4.4 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.CS1 maint: Unrecognized language (link)
- ↑ 5.0 5.1 5.2 5.3 "Made with Passion: For Mind, Body and Soul". Timeout Singapore, in partnership with Singapore Brand Office. 28 January 2021. Retrieved 27 January 2022.
- ↑ 6.0 6.1 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.
- ↑ Oliveira, Tricia (17 March 2020). "Hegen - Providing the Next Quantum Leap in Breastfeeding Solutions". Senatus. Retrieved 28 January 2022.
- ↑ "Singapore Packaging Star Awards 2016" (PDF). Retrieved 3 February 2022.
- ↑ "Hegen PCTO(TM) Multi-Functional Feeding System [Hegen]". Good Design Award 2018.
- ↑ "SuperMom Awards Winners 2019". Supermom Awards 2019. Retrieved 3 February 2022.
- ↑ "Best Multifunctional Baby Feeding System". Parents' World Singapore.
- ↑ "Hegen Electric Breast Pump [Hegen PCTO Double Electric Breast Pump]". Good Design Award 2019.
- ↑ "Winners 2019". Singapore Good Design Mark.
- ↑ "Stevie Awards Past Winners and Finalists 2020". Stevie Awards.
- ↑ Leow, Annabeth (November 3, 2017). "Baby bottle maker Hegen is first Singapore brand to be featured in Alibaba Singles' Day extravaganza". The Business Times. Retrieved 2 Feb 2022.
- ↑ Zhu, Sirui (November 11, 2020). "A look at Alibaba's "Double 11" shopping day, the world's largest online retail event". Reuters. Retrieved 2 February 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.
- ↑ 18.0 18.1 Ma, Grace (5 July 2021). "This mother-of-four wants to make breastfeeding as easy as ABC". Channel Newsasia.
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