This blog was updated on 15 May 2025, for more information connect with our team: https://www.easystore.co/contact 

How Neubodi Reinvented Retail Through Crisis and Customer Connection

The Covid-19 pandemic and lockdowns disrupted businesses across every industry. With major shifts in consumer behavior and shopping habits, many predicted the “death of retail.” Yet for Neubodi, a Malaysian lingerie brand, the crisis became a turning point.

Founder and CEO Anne Tan shared with the Exabytes team how the two-year Movement Control Order (MCO) posed immense challenges. 

Despite that, by the second quarter of 2022, Neubodi’s sales not only recovered — they reached the company’s strongest growth to date.

We were intrigued. How did Neubodi achieve this? What can other businesses learn from their journey?

Here’s how Anne Tan — a former teacher with no business background — built one of Malaysia’s most beloved lingerie brands.

From Educator to Entrepreneur

“My childhood dream was to create a women’s clothing brand,” Anne shared.

Though surrounded by relatives in the fashion industry and skilled in sewing from a young age, Anne first pursued a career in education due to social norms. 

She spent nine years as a teacher, constantly feeling that something was missing. A short stint in the financial industry left her drained. It wasn’t until 2008 that she made a bold move and founded Neubodi.

Her turning point came during a business trip abroad with her husband, who was already running his own company. There, she discovered a lingerie brand that approached fit and comfort differently. 

After finding the perfect lingerie for herself — something she had long struggled with in Malaysia — she saw a gap in the local market.

With encouragement from her husband, she opened Neubodi’s first small store in 2008. 

Gradually, the brand expanded into shopping malls and became a familiar name for Malaysian women seeking confidence and comfort in their daily lives.

Building a Brand with Purpose and Precision

From the beginning, Anne believed in more than just selling lingerie. 

She wanted Neubodi to enhance women’s lives by helping them feel confident and understood. This philosophy guided every business decision — from strict quality control and product design to how customers are served in-store.

“Our latest product, the half-cup bra, took six months of testing and revisions before launch,” Anne explained. Every item undergoes extensive feedback and trials, not just from staff, but from customers too.

At Neubodi, store assistants are trained to be more than just salespeople. They guide customers in choosing lingerie that fits them best, using both expertise and empathy. Anne believes this relationship-building is at the core of Neubodi’s success.

Thriving Through Crisis: A Digital Pivot

The Covid-19 pandemic posed the greatest threat to Neubodi’s retail model. With in-store experiences at the heart of their business, lockdowns presented an existential challenge: how could customers find their perfect fit without trying products in person?

Rather than retreat, Anne and her team took action. They began educating customers online — showing them how to measure themselves and select the right lingerie virtually.

This move paid off. Neubodi not only retained its loyal base but gained new customers, particularly among women working from home.

Recognizing their changing lifestyle, Neubodi also launched the True Naked series — a line designed for comfort, freedom, and functionality. It was a hit, offering both ease and lift for remote-working women.

A Vision for the Future: Online-Merge-Offline (OMO)

While Neubodi’s current online sales contribute around 10% of its total revenue, Anne believes strongly in the potential of digital retail. In fact, Neubodi was one of the few lingerie brands in Malaysia to launch its own ecommerce site back in 2014.

“To deliver a consistently high-quality experience, we needed to merge online and offline,” Anne said. She envisions a future where customers can use body measurements or even 3D imaging to create personalized virtual fitting experiences.

Digital touchpoints, she believes, are key to ensuring customer satisfaction and sustaining brand growth.

Listening, Learning, and Leading with Empathy

Anne’s leadership style is rooted in care — for her customers, her team, and her brand mission. 

Neubodi listens first, then acts. This customer-first approach has not only built a loyal following but positioned the brand for long-term success in an evolving retail landscape.

Neubodi’s story proves that even in the face of crisis, businesses that stay close to their customers and adapt with intention can emerge stronger than ever.

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