The history of Young Hearts is closely linked to Sing Chye Heng (SCH), a Singaporean intimate-apparel group with origins dating back to 1975. According to corporate records, Young Hearts was established in 1997 as a junior lingerie line under the Sorella brand. It was initially conceived to serve younger consumers seeking fashionable, comfortable and accessible intimate apparel. The label subsequently developed into an independent identity rather than remaining solely a junior range within Sorella.

Retail profiles confirm that Young Hearts was conceptualised in 1997 as a junior range under Sorella, originally targeting females from their early teens through young adulthood.2 At its launch, the brand’s proposition was straightforward: to provide younger women with attractive, comfortable and affordable intimate apparel.3

Key milestones

• 2003: The company launched its first dedicated Junior Bra collection. This initiative eventually evolved into the Little Hearts sub-brand, providing a dedicated proposition for younger girls transitioning to their first intimate apparel.4
• 2005: Young Hearts opened its first single-brand boutique in Penang, Malaysia, marking a significant transition from a product line to a recognisable standalone retail brand.5
• 2010s: Expanding beyond exclusive lingerie, the brand entered sleepwear, casualwear and other lifestyle categories. Contemporary descriptions reflect this shift from a “young women’s lingerie brand” to a broader lifestyle label.6
• 2019: Sing Chye Heng recorded the opening of the 100th Young Hearts boutique in Malaysia at Sunway Big Box.7
• 2020s: The brand adopted an omnichannel approach encompassing physical retail, department-store counters and e-commerce. Its portfolio now includes lingerie, homewear, athleisure, casual clothing and accessories.

Young Hearts operates as part of the wider Sing Chye Heng business group. Sing Chye Heng describes itself as a Singapore-origin intimate-apparel group with a portfolio that includes Sorella, Pierre Cardin Lingerie and Young Hearts. The company maintains in-house research-and-development capabilities alongside manufacturing and licensing expertise.8 This relationship indicates that Young Hearts emerged from an established entity with decades of experience in the Asian lingerie market rather than as an isolated startup.

In Malaysia, the operating entity is Young Hearts Sdn Bhd (706738-P).9 In Singapore, the brand’s connection to its parent group remains visible through shared initiatives; Young Hearts, Sorella and Pierre Cardin Lingerie all participate in the same The Right Fit Rewards ecosystem.10

Young Hearts characterises itself through four primary attributes: fun-loving, high-spirited, feminine and young. This description appears consistently across brand materials and retailer profiles.11 Consequently, the brand occupies a distinct position in the market; it is not positioned as luxury, highly sensual, technical sports underwear or minimalist premium basics. Instead, it combines functionality with youthful fashion, offering products intended for regular wear that retain a cute and feminine aesthetic.

The company’s philosophy revolves around “the little fun things in life.” Its underlying proposition integrates comfort, confidence, femininity, fun and everyday practicality. Young Hearts emphasises research, design, detail, variety and quality while responding to customer needs and contemporary lifestyle trends.12 As a result, the brand presents lingerie as part of a broader lifestyle and self-expression proposition rather than purely as an intimate garment.

Historically, Young Hearts targeted younger female consumers, reflecting its origins as a junior range. Original positioning reportedly covered females from approximately 10 years old through young adulthood, although this is understood as historical context rather than a strict modern age restriction.13

Today, the audience is considerably broader. The brand appeals to consumers seeking affordable everyday lingerie, comfortable bras, feminine designs, playful prints, sleepwear, casual clothing and practical underwear. In this context, “young” refers increasingly to the brand personality rather than the biological age of its customers.

Young Hearts has expanded significantly from its original bra-focused offering.

Lingerie

Intimate apparel remains the core category. The assortment includes push-up bras, wireless/wirefree bras, lightly lined bras, multiway bras, bralettes, triangle bras, sports bras, panties, seamless underwear, sanitary panties and shapewear.14 This range addresses various occasions from everyday wear to exercise and special outfits.

Homewear and sleepwear

Sleepwear is a key component of the brand’s lifestyle positioning. Collections feature matching pyjama sets, sleep dresses and themed homewear, utilising playful concepts and graphics rather than treating nightwear as purely functional.15

Casualwear

Expansion into casual fashion is evident through Every.wear, which offers oversized T-shirts, tops, shorts, trousers, dresses, outerwear, caps and bags.16

Accessories

The wider assortment includes socks, bags, pouches, hats, towels, bra accessories and other lifestyle items.17

Young Hearts has developed a family of related brands to address specific consumer segments:

• Little Hearts: A junior-oriented extension focusing on younger girls and their transition to first bras.
• Young Curves: Positioned towards customers requiring size-inclusive options.18 This includes the specialised extension Barely Barely by Young Curves.
• Every.wear: A Gen-Z-oriented line featuring oversized silhouettes and relaxed styling that mixes comfort with contemporary fashion.
• Later extensions: The Singapore ecosystem also references concepts such as INNR by Every.wear and BedMood, indicating continued branching into specialised lifestyle categories.

The visual identity of Young Hearts is associated with feminine, cute, colourful, youthful and playful aesthetics. Retail descriptions highlight the use of soft pastel hues and feminine designs combined with innovative interpretations of traditional intimate apparel.19 Typical design cues include floral and whimsical motifs, lace, coordinated sets, soft silhouettes and playful sleepwear themes. Despite this stylistic focus, the product architecture remains practical, with substantial emphasis on wireless, seamless and everyday styles.

Comfort is a central selling proposition for Young Hearts. The brand describes its products in terms of quality, research, design and attention to customer needs, while retail partners similarly position it around reliable support.20 This focus is particularly relevant in the Asian lingerie market, where fit must accommodate diverse body shapes. In Singapore, boutiques promote free fitting services, reinforcing fit as an integral part of the retail proposition.

Young Hearts maintains a strong retail orientation. In Malaysia, boutiques are located in major shopping centres including 1 Utama, Sunway Pyramid, Sunway Velocity, IOI Mall Puchong, Klang Parade, Subang Parade and MyTOWN Shopping Centre.21 The scale of the Malaysian operation is notable, with the brand reaching its 100th boutique there in 2019.23

In Singapore, the brand operates through standalone stores and department-store channels. Locations include Bedok Mall, Bugis Junction, Lot One, SingPost Centre, JEM, Plaza Singapura and OG People’s Park.22 Retail listings describe the brand as having evolved from a niche young women’s lingerie label into a broader lifestyle retailer.22

Regional expansion

Beyond Singapore and Malaysia, Young Hearts has expanded regionally. The official Malaysian site lists counters in Indonesian cities including Jakarta, Bogor, Bandung-area locations, Semarang, Malang, Yogyakarta and Bali.24 This reflects a strategy of building Young Hearts as a Southeast Asian intimate-apparel brand rather than restricting it to its domestic market.

Young Hearts operates through a combination of physical retail (standalone boutiques and mall stores), department-store distribution, e-commerce platforms in Singapore and Malaysia, and brand extensions targeting different demographics. In Singapore, the brand participates in The Right Fit Rewards programme shared with Sorella and Pierre Cardin Lingerie.25 This model combines the advantages of traditional lingerie retailing, such as fitting and physical trial, with online convenience.

The brand’s competitive advantage lies in accessible fashion, comfort and variety rather than exclusivity. It is designed to make lingerie feel approachable and enjoyable.

Young Hearts has undergone a significant transformation since its inception:

1. Junior lingerie (1997 onwards): Began as a junior-oriented proposition under Sorella.
2. Young women’s lingerie: Developed an independent identity targeting a broader young female audience.
3. Standalone retail: Established as a consumer brand with dedicated boutiques starting in 2005.
4. Lifestyle brand: Expanded into sleepwear, casualwear and accessories.
5. Brand ecosystem: Became the centre of a portfolio containing specialised concepts such as Little Hearts, Young Curves and Every.wear.

This trajectory illustrates the evolution from a “young lingerie line” into a comprehensive lifestyle platform.

Several factors distinguish Young Hearts in the marketplace:

• Heritage: Dating back to 1997, the brand possesses nearly three decades of history.26
• Southeast Asian roots: Unlike international Western chains entering Asia, Young Hearts developed from a Singapore-based business specifically serving Asian consumers.
• Transition to lifestyle: The shift from a bra-and-panty retailer to a brand encompassing homewear, athleisure and casualwear represents a major strategic development.
• Youthful personality: The identity avoids clinical or overly serious imagery, focusing instead on fun, femininity and confidence.
• Multi-brand ecosystem: Sub-brands allow the business to address different life stages, body types and fashion preferences.

As of 2026, Young Hearts is characterised as a mature Southeast Asian lingerie-and-lifestyle brand with a youthful identity. While its original proposition of affordable, comfortable lingerie remains central, the product universe has widened to include sleepwear, casualwear, athleisure and accessories.27 The brand continues to operate a significant Malaysian retail network while maintaining its Singapore e-commerce and physical-retail presence.28

1. Young Hearts Lingerie Singapore
2. Young Hearts – Klang Parade Mall
3. Young Hearts – SingPost Centre
4. Collections – Young Hearts Lingerie
5. Home page – Young Hearts Lingerie
6. SING CHYE HENG INVESTMENT HOLDINGS PTE LTD | LinkedIn
7. Young Hearts Malaysia – Young Hearts Sdn Bhd(706738-P)
8. YOUNG HEARTS – Young Hearts Lingerie
9. Our Story – Young Hearts Lingerie
10. Newest Products – Young Hearts Lingerie
11. Introducing Everywear by Young Hearts: Your Go-To Casual Wardrobe – Young Hearts Sdn Bhd(706738-P)
12. Young hearts | Apparel | Fashion | CapitaLand Malls
13. Boutiques Location – Young Hearts Sdn Bhd(706738-P)
14. Young Hearts at Jem
15. YOUNG HEARTS – OG Singapore
16. Indonesia Stores – Young Hearts Sdn Bhd(706738-P)
17. Young Hearts – 1 Utama Shopping Centre
18. Young Hearts | Isetan Kuala Lumpur
19. Young Hearts at Gateway@KLIA2
20. <WTA> on a brand known as Young Hearts
21. SING CHYE HENG INVESTMENT HOLDINGS PTE LTD | LinkedIn
22. SING CHYE HENG INVESTMENT HOLDINGS PTE LTD | LinkedIn
23. SING CHYE HENG INVESTMENT HOLDINGS PTE LTD | LinkedIn
24. Get in touch with us – Young Hearts Lingerie
25. The Right Fit Rewards – Young Hearts Lingerie
26. Fashion – Page 2 – Klang Parade Mall
27. Young Hearts – GoCompare
28. Young Hearts – klia2.com.my