On 28 May 2010, Embry put on the premiere of her 35th anniversary grand city tour, “Embry Show Time”, at the Grand Hyatt Shenzhen, to usher in the beautiful bloom of the 35th anniversary.

Over the 35 years, Embry grew in step with the reform and opening up of the country, witnessing the rapid development stages of the underwear industry, and witnessing the history of Chinese brands becoming strong and developed.

The 70s, Let Women "Straighten Up"

In 1975, Embry was founded in Hong Kong and the brave first step in building an enterprise was initiated.

The founder of the Embry Group, Mr. Cheng Man Tai, used a bread cutter to cut fabrics to be like slices of bread, put them in a Cheng’s “molding machine”, and the first 3D bra was born. From then on, women said goodbye to the days when cotton vests and undershirts were worn as underwear. Underwear advanced from being plane to three-dimensional.

The 80s, Became a Forerunner of Introducing Personal Experience into Underwear Marketing

In 1987, Embry established the Embry (China) Garments Limited in Shenzhen. At that time, the ways goods were sold on the mainland were not the same as Hong Kong's. Underwear was kept in the shop windows, and customers could not try it on before buying. In order to let customers personally try out what was extraordinary about her products, Embry provided funds to have fitting rooms set up in the underwear sales area in department stores, and professional guidance of how to put it on was also provided. These initiatives were enthusiastically embraced by women at the time.

The 90s, Exclusive Patents led the Fashion in the Underwear Industry

At the beginning of the 90s, Chinese women began to appear as more independent entities on important social and business occasions. What they wanted from underwear was no longer confined to the single form of bra. They wanted change and something new. Their new demands were for designs that could make up for personal defects. Embry developed at the right time a patented product, the 3D bulging panty”, which molded sexy and round buttock curves for Eastern women. In the latter part of the 90s, Embry led the industry in the trends of comfortable underwear and skin-colour underwear, providing women with meticulous care in the fine details.

The 21st Century, Business of Beauty Taking Off

In 2002, Embry led in environment-friendly trends, and became the first underwear enterprise to be awarded The China Environmental Labelling” certification for environment-friendly textile products. In 2006, the Company moved one step further by laying the foundation for the construction of the high energy-saving, high technological level environment-friendly industrial park, initiating a new chapter of beautiful engineering.

At present, the Embry Group has built the structure of having Embry Form, the parent brand, as the leading force, the fashionable brand Fandecie as vanguard, with Comfit, E-Bra and other subsidiary brands developing simultaneously, all taking off at the same time, and will continue to create more beautiful legends.