ManiForm is a Chinese intimate apparel and lifestyle brand established in 1996. It operates as a core brand under Shenzhen Huijie Group Co., Ltd., a publicly listed company on the Shenzhen Stock Exchange (stock code: 002763). Originally centred on women’s lingerie, ManiForm has expanded its portfolio to include homewear, sportswear, swimwear, thermal wear, children’s clothing, men’s apparel, and beauty products.1 The brand positions itself as a mass-market fashion label prioritising comfort and ergonomic fit. Its primary target demographic comprises women aged 25 to 35, with retail prices ranging from RMB 58 to RMB 3,680. Distribution spans direct retail, franchised outlets, and e-commerce platforms.

ManiForm is not an independent public entity but serves as the flagship brand of Shenzhen Huijie Group Co., Ltd. The group employs a multi-brand strategy that also includes ENWEIS, Lanzhuoli, Sangfulan, and Secret Weapon. Within this structure, ManiForm has developed a sub-brand ecosystem comprising Cotton Life, MW1 (men’s wear), ManiForm Kids, ManiForm Sports, ManiForm Home, and ManiForm Beauty.4 This diversification has transformed ManiForm from a traditional lingerie label into a comprehensive intimate lifestyle brand covering multiple product categories and consumer scenarios.8

Founding and Early Development

Established in 1996, ManiForm was the first lingerie brand created by Huijie Group. Early development focused on building an integrated system encompassing research, design, manufacturing, and sales for core products such as bras and briefs.1

Cultural Design Integration

In 1999, the brand incorporated traditional Chinese cultural motifs, including dragon and phoenix elements, into its lingerie designs. This period also saw the launch of shaping thermal wear that combined aesthetic contouring with warmth, marking a departure from purely Western design conventions.2

Fashion Evolution

During the 2000s, ManiForm shifted towards fashion-oriented collections featuring lace, floral patterns, and vibrant colourways. In 2005, the brand received “China Famous Brand” recognition, reflecting its transition from purely functional underwear to products balancing comfort, aesthetics, and contemporary design.3

Women’s bras remain the central product category for ManiForm. The brand emphasises fit across diverse breast shapes and sizes, utilising proprietary structural designs to enhance support, stability, and comfort. Product development leverages internal manufacturing capabilities and anthropometric data.5 The current lineup includes bras, PIPI briefs, BRA-IN vests, shaping thermal wear, swimwear, and junior collections.8

Recent product strategy has pivoted towards lightweight and unstructured designs. In 2025, the brand introduced the “Dragonfly Bra” series, featuring wing-like side panels to reduce constriction, alongside cooling fabric ranges for summer wear. This reflects a broader industry shift from corrective shaping towards daily comfort and sensory lightness.

ManiForm distinguishes itself through sustained investment in ergonomic research and vertical manufacturing. Parent company Huijie Group operates proprietary production facilities and engages in ongoing structural and process innovation. The group has contributed to national and industry standards for knitted underwear, seamless bras, and homewear, while its Jiangxi manufacturing base holds ISO 9001 quality management certification.12 This integrated value chain—from anthropometric research to production—differentiates ManiForm from brands reliant solely on third-party supply chains.

The brand’s visual identity has evolved significantly over three decades. Early marketing emphasised sculpting, sensuality, decorative lace, and traditional cultural symbolism. Contemporary communications prioritise comfort, natural silhouettes, bodily autonomy, and everyday self-expression. This shift aligns with the brand’s current “One Body, One Fit” philosophy, which frames intimate apparel as a service to daily wellbeing rather than solely an aesthetic enhancement.7

ManiForm has extended beyond lingerie through specialised sub-brands:

• ManiForm Home: Sleepwear and loungewear for domestic settings.
• ManiForm Sports: Activewear for fitness and athletic use.
• ManiForm Kids: Intimate and innerwear for children.
• MW1: Men’s intimate apparel and basics.
• Cotton Life: Everyday cotton essentials.
• ManiForm Beauty: Personal care and cosmetics.

These extensions reflect a strategic pivot towards capturing broader intimate lifestyle consumption occasions.8

ManiForm occupies the mass-market fashion segment within China’s intimate apparel landscape. Targeting women aged 25–35 with price points between RMB 58 and RMB 3,680, it sits between basic utility brands and luxury labels. The brand seeks to establish recognition as a technically competent, comfort-focused fashion label rather than a premium or heritage luxury house.14

Sales channels include directly operated boutiques, department store counters, franchise partners, major e-commerce platforms, livestream commerce, and overseas markets. Huijie Group has actively expanded shopping mall presence and digital retail capabilities to serve both traditional offline shoppers and younger digitally native consumers.15

Marketing combines celebrity endorsements, female-centric storytelling, product technology communication, and social media engagement across Weibo, WeChat, Xiaohongshu, and Douyin. Past collaborators include Victoria Song and Zhu Zhu.9 In 2026, Ni Ni was appointed Global Brand Ambassador, signalling continued emphasis on youthful, fashion-forward positioning.17

ManiForm maintains trademark registrations beyond mainland China. Records from the Canadian Intellectual Property Office confirm that Shenzhen Huijie Group Co., Ltd. holds MANIFORM trademarks covering underwear, bras, sleepwear, and swimwear.5 Similar registrations exist in the United States, indicating international intellectual property protection aligned with cross-border commercial activities.11

ManiForm has received “China Famous Brand” designation and China Well-Known Trademark status. In 2025, ManiForm and sister brand Lanzhuoli were jointly awarded the 2024–2025 SIUF China Intimate Apparel Annual Trend & Style Award, acknowledging their influence within the domestic industry.16

The brand operates a vertically integrated model spanning R&D, design, manufacturing, marketing, and omnichannel retail. Production combines in-house manufacturing at facilities such as the Jiangxi base, outsourced processing, and finished goods procurement. This hybrid approach balances quality control with scalability, distinguishing ManiForm from pure-play internet-native apparel brands.12

Key competitive strengths include:

1. Brand Heritage: Nearly 30 years of market presence since 1996.10
2. Category Specialisation: Deep expertise in intimate apparel ergonomics and construction.
3. Proprietary Data: Ongoing anthropometric research informing size and shape development.14
4. Manufacturing Capability: Owned production infrastructure and standards participation.12
5. Channel Breadth: Integrated offline, online, and international distribution networks.15

ManiForm operates in a highly fragmented market competing against traditional domestic brands, international labels, fast-fashion retailers, and emerging comfort-focused startups. Consumer preferences have diversified across aesthetics, functionality, sustainability, and brand narrative, creating pressure to maintain differentiation and pricing power within the mass segment.

Third-party sustainability evaluator Shift C noted in 2026 that publicly available information regarding ManiForm’s environmental, social, and animal welfare practices remains limited, suggesting room for improved ESG transparency. This assessment reflects external evaluation rather than the brand’s own disclosures.6

ManiForm should not be confused with Maniform Industrial Group, an Iran-based company specialising in wood products and interior design that shares a similar name but has no corporate or operational relationship to the Chinese intimate apparel brand.13

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