ash be nimble in the Vulcan Post: Tapping into the SEA market, this activewear is adaptable, agile & affordable

Posted on January 31 2016

ash be nimble is thrilled to be featured in the Vulcan Post! Find out more about Hui and how ash be nimble started, how we've grown into the Southeast Asian market and what we've got in store for the future!

ash be nimble - featured in the Vulcan Post!

Read all about it here: Tapping Into the SE Asian Market, This Activewear is Adaptable, Agile and Affordable.

Or see an excerpt here:

On starting up...

When Hui Mathews launched her activewear line at the Malaysia Women’s Marathon 2014, she didn’t quite know if her project would take off.

“I only had 2 sports bra designs and 2 running shorts designs,” she recalled, “The response was overwhelming. We had so many pre-orders and interested customers, it finally hit me that we had something good going on!”

Less than two years later, Hui’s line has only grown stronger and better. The brand offers activewear for all ages, from the toddler to the adult, in a growing range of high-quality fabrics and aesthetic designs. And everything is priced under RM100.

On what is ash be nimble's appeal...

Affordability is only one key to the brand’s appeal. Besides utilising social media, the team at ash be nimble regularly participate in fitness events and organise trail runs in order to engage with their clients at a deeper level.

Hui said enthusiastically, “To be honest, we love the community of runners and people we work out with. They have become good friends. We travel to races together and do life together.

“It’s the lifestyle and faces which set us apart,” she added. “Our models, ambassadors, and featured customers are all everyday Malaysians or Asians who love fitness and the positivity, energy and community that surrounds our fitness activities.”

On innovation & entrepreneurship...

That’s how the line of sports hijabs came about. As of today, ash be nimble is the only one in Malaysia offering hijabs in materials that suit an active lifestyle—mesh panels, drift, and stretchy material. There are also long-sleeve tops with finger grips available.

The winning formula of fitness, fashion and functionality has garnered the startup a spot as a finalist in the Alliance BizSmart SME Innovation Challenge 2015. The experience has helped Hui fine-tune ash be nimble‘s mission statement, as well as provide opportunity to be part of a bigger community of visionary entrepreneurs.

“Sometimes you can feel quite alone when you are building your own business. Having others who are going through a similar journey is already a great encouragement and source of support.”

On personal support...

Speaking of support, Hui credited her success to the invaluable counsel of her husband, whose name inspired the brand’s moniker.

“He has and always is brutally honest and blunt with me. He asks me all the difficult questions and is my reality check on all fronts. I could not have done this without him.”


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