Annee Matthew

Annee Matthew is one of the most established designers in the breastfeeding fashion world, their designs are affordable and stylish and have been our steady best-sellers. Each item has attention to detail and gives great comfort & discretion.

Here we talk to Annie Neo who launched her label after her own experiences with breastfeeding clothes left her wanting to change the shape of the industry.

What was it about the breastfeeding fashion on offer at the time that made you want to set up AM?

It was limited, it was that the market place had not caught up with affluency of change that I thought it was a great opportunity to fill this ''market niche'' and cater to the emerging demand of the growing sector of affluent mothers and mothers to be.

Annee Matthews has been hugely successful across the world, why do you think this is? What is it about AM that new mums love?

It's because of our company's philosophy of fulfilling ''desires'' in all ways than one.

Our philosophy is “PRICE”

- Palatable price
- Romancing element as is created in each and every of our design to have Mothers to always be in their best form ; to the child , a caring mother who knows how to feed them in style and comfort and to husbands as always a beautiful wife
- Integrity of our quality & services
- Consistencies in meeting our Clients' needs
- Efficiencies in services

You have been well established for a number of years, what have been the biggest challenges and rewards you have faced?

Challenges lies in maintaining our Integrity and consistencies. With this comes rewards from very positive and constructive feedbacks from our distributors and end users.

Where do you get the inspiration for each piece and collection?

The high sales turnover of my collections inspires. It reflects the realisation of our philosophy and that inspires me further to continue to maintain the awareness of the needs of mothers on an on-going basis. In essence, strive to anticipate the changing needs of the market place, to fill the ''market niche'' before others do and in so doing , the ''would be mothers'' will always be having something from Anneematthew, be style, comfort and timely needs.

What exciting new items do our customer have to look forward to from AM in 2010?

2010 collections will be more trendy & chic with focus on minimalistic designs that will always withstand the test of time. Evergreen in fashion and forever young for mothers.