The women’s fashion accessories market is evolving rapidly, with customers seeking more than just products—they want brands that resonate with their aesthetics and values. Amidst this shift, Nose, a Malaysian women’s shoe and bag brand, has emerged as a standout example of how a heritage business can successfully evolve while maintaining its legacy. Founded in 1998, the brand today operates with the agility and flair of a digital-native label, thanks to its modern rebranding and strong leadership from its next-generation team.
A Family Legacy Reimagined for the Present
Nose was founded nearly three decades ago by Edward Yee and Sue Koh, a married couple from Ipoh with deep roots in the shoemaking industry. Edward’s parents owned a shoe factory that produced footwear for women, men, and children, which deeply influenced his decision to pursue a diploma in footwear design at Cordwainers in London. Sue, though professionally trained in secretarial and marketing disciplines, brought a natural flair for fashion and creativity to the business.
In 2023, the couple’s daughter, Vicky, took on the mantle of leadership, bringing a fresh and youthful perspective to the brand. Inspired by innovative companies like Glossier, she realized that branding was the key missing ingredient in making Nose relevant for younger audiences. With this insight, she began a slow but steady rebranding journey, modernizing the brand’s identity and realigning its mission to focus on celebrating women through fashion.
Combining Aesthetic Appeal with Shoe-Making Expertise
Under Vicky’s direction, Nose introduced a refreshed visual identity, including a new logo, packaging, and campaign messaging. Their flagship campaign—Strong & Feminine—highlighted the brand’s commitment to empowering women through stylish yet comfortable accessories. Importantly, this transformation wasn’t just skin deep. Alongside branding, Nose improved product quality, choosing better materials and emphasizing comfort without compromising on design.
Operating as a mid-range brand, Nose strategically distances itself from the high-discount culture of TikTok Shops and Shopee sellers. Instead, the team leverages two generations of technical expertise to create products that offer superior fit and durability. This careful balance has helped Nose retain its competitive edge, even as the market floods with cheaper, trend-driven alternatives.
Growth, Challenges, and Global Aspirations
Like many retail brands, Nose has endured numerous challenges over the years. In the early 2000s, getting into major shopping malls was a significant hurdle due to the family’s lack of industry connections. But persistence paid off, and the brand secured a store in Suria KLCC, sparking a phase of growth. The COVID-19 pandemic, however, brought another wave of challenges, especially with rent obligations despite dwindling foot traffic. Nose had to close four outlets during this period.
Nevertheless, the brand has bounced back. With six outlets currently operating and a growing online presence through platforms like Shopee and Zalora, Nose is now focused on building its official ecommerce website for better customer engagement. Vicky also plans to revive and expand their international footprint, especially in neighboring markets and the Middle East, where Nose had a presence before the pandemic.
What sets Nose apart is its ability to merge decades of shoemaking expertise with modern branding and design. With Vicky at the helm, the brand is not only staying relevant but also shaping itself into a long-lasting name in fashion. As they continue expanding their product range, enhancing online touchpoints, and exploring global markets, Nose is well on its way to achieving sustainable success for generations to come.
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