Ms. Liza Cheng

CEO and Executive Director of the Embry

Ms. Liza Cheng, currently the CEO and an Executive Director of Embry, has accumulated over 25 years of experience in the lingerie industry. She is primarily responsible for the day-to-day management of the Group, and is using her modern management ideas to gradually develop Embry into an enterprise.

As a second generation successor of Embry, and under the nurture of her parents from a very young age, Ms. Cheng took a strong interest in the business of lingerie. In 1984, after graduating from university, Ms. Cheng officially joined Embry. She assumed the position of Director of the Product Research and Development Department in 1993, and helped Embry to open up the retail market on the mainland. Through her efforts, Embry Holdings Limited was successfully listed on the Hong Kong Stock Exchange in 2006.

Following the management convictions of her father, founder of Embry, Mr. Cheng Man Tai, Ms. Cheng attaches great importance to the research and development of underwear products. Under her leadership, the Group’s various patented products, such as ultra low-cut underwear with linking support devices, 3D steel rings and the invisible cup, are all well received by customers. In addition, Ms. Cheng has dedicated herself to creating a modern professional management team, introducing the optimized ERP system to streamline operating structures, as well as ISO 9000 and ISO 14000 management standards to improve the quality of Embry’s products, service standards and management capability.

In 2009, Ms. Cheng was conferred the World Outstanding Chinese Award by the World Chinese Business Investment Foundation and the American Asian Development Association, USA. Earlier in 1999, she was awarded the Young Industrialist Award of Hong Kong.

As an outstanding figure among entrepreneurs, Ms. Cheng actively supports public welfare and educational undertakings in China. Since 2006, Embry has organised a charity campaign to care for ethnic minorities and underprivileged women in China and donated a total of nearly RMB71.20 million in kind over the years. In 1996, Embry established an Embry educational fund at China Agricultural University with RMB2 million, and donated RMB400,000 to set up scholarships at China Textile University (now known as Donghua University). Ms. Cheng said, "The definition of public welfare has a rich connotation. The greater good of the community shall be achieved by integrating the benefits to the individual, society and nature as a whole.”