| Hegen | |
| Type: | Private Limited |
| Industry: | Baby and Nursing Products |
| Foundation: | June 2014 |
| Location: | 438A Alexandra Road, #02-01 Alexandra Technopark, Singapore 119967 |
Hegen is a Singapore brand incorporated in June 2014[1] that designs and produces breastfeeding pumps, storage containers, and bottles.[2] Its flagship product is its Express-Store-Feed system with the patented Press-to-Close, Twist-to-Open (PCTO) technology.[3] Its current CEO is its founder, Yvon Bock. Hegen was reported to be one of the top 10 fastest growing companies in Singapore and ranked #41 in the Financial Times "High-Growth Companies Asia-Pacific 2022".[4]
Hegen was founded in 2015 by CEO Yvon Bock to provide sustainable, innovative and high-quality products for breastfeeding mothers,[5] particularly products that would simplify the task of expressing, storing and feeding breast milk to a baby.[6] More specifically, its mission was to offer a solution, then not existent in the market, for the problems faced by breastfeeding mothers in managing and storing their expressed breastmilk. As a mother of four, Bock sought to create technology and products that would simplify the task of expressing, storing and feeding breastmilk to a baby by minimizing both the amount of accessories required, and the need to transfer milk between receptacles. The official registration of the company and brand was preceded by 5 years of research and product design, self-funded by Bock.[7]
The name "Hegen" originates from the German expression "hegen und pflegen", which means both "to care deeply" and also "to nurture".[8]
Hegen products were first launched in Singapore, but have since expanded internationally through online marketing and e-commerce into 16 other markets.[9] The brand's growth is now primarily driven by online sales following the onset of the COVID-19 pandemic, which caused the disruption of many of the brand's physical retail channels.[10] It opens its first concept space in Motherswork Great World in 2022.[11]
Hegen produces pumping, storage and feeding products for breastfeeding mothers and babies, primarily the PCTO Express-Store-Feed system, as well as the PCTO electric breast pump.
Hegen's Express-Store-Feed system won the Good Design Award in 2018,[12] while the PCTO Double Electric Breast Pump won the same award in 2019.[13] Its All-Rounder Cup also won the Red Dot design award in 2023.[14]
On Singles' Day 2017, Hegen became the first Singaporean brand to appear live on Feng Kuang Boss, China's e-commerce giant Alibaba's 24-hour livestreaming variety show cum brand showcase.[15]
As a brand, Hegen has also won a silver Stevie Award in 2020.[16] In 2023, they clinched 11th place at the Enterprise 50 awards.[17]
Hegen has been mentioned as an example of successful Singapore business by several Singapore government figures, including Prime Minister Lee Hsien Loong[18] in his 2021 National Day Rally and Minister for Trade and Industry, S Iswaran.[19]
Since 2018, Hegen has sponsored breastfeeding kits and conducted baby massage and breastfeeding workshops at Safe Place, a Singapore not-for-profit organisation supporting women and families with unsupported pregnancies.[20]
In April 2020, Hegen gifted 1,000 sets of its Express-Store-Feed starter kit to pregnant hospital healthcare workers in Singapore.[21]