Page 20 - May2021

Freedom Of

Expression

NEIWAI launched in Shanghai in 2012 with the aspiration to create lingerie & loungewear
that free their wearers’ bodies and minds. In this interview, RLI sits down with Co-Founders
Xiaolu Liu and Jiang Li to discuss how the brand has evolved over the past nine years and
what they have planned to keep moving forward.

sing premium fabrics and unique designs, NEIWAI crafts clothing that allows its wearers the freedom to express themselves and to
live their lives in uninhibited comfort. Their products are meant for more than just being worn day-to-day, they’re made to live in.
They are practical, stylish, comfortable and ready to go wherever life takes them.
U NEIWAI celebrates women everywhere, and they strive to be a constant companion on every adventure in their life – in every
precious moment. This has been the company’s vision from the start and continues to guide them even today.
The business currently operates more than 110 stores in 29 cities in China, with plans to open their first physical location in the US in the near
future. They are currently growing in the US market, but their operations are for the time being online-only.
“We first entered the US market in early fall last year. We intended to establish our first physical store in San Francisco, but the Covid-19
pandemic forced us to delay those plans. In the meantime, we’ve redirected our efforts to the NEIWAI website and so far sales have been steadily
growing,” says NEIWAI Co-Founder Xiaolu Liu. “We know that offline experiences are still very important in terms of providing a complete

20 RETAIL & LEISURE INTERNATIONAL MAY 2021