Trading Corporate Titles for Athleisure Dreams

Tiffany Chng and Olivia Yiong, once colleagues and close friends, decided to leave their corporate paths behind to create something of their own. The two met at GuavaPass, a fitness app later acquired by ClassPass, where they quickly bonded before both faced layoffs.

With the unexpected opportunities brought about by the pandemic, Tiffany and Olivia saw a chance to pivot towards entrepreneurship. In 2020, they combined their resources and inspirations to launch their athleisure line, originally branded as 'Butter.'

A Leap of Faith and Financial Commitment

Always passionate about fitness, the duo plunged a combined 20,000 Singapore dollars—drawn from Yiong’s savings and Chng’s severance package—into their startup. They began designing in March of 2020 and swiftly coordinated partnerships with manufacturers in China.

By October, they were ready to debut a modest collection of just two items: a longline sports bra and matching leggings. The online shift during the pandemic played in their favor, attracting around 500 attendees to a virtual workout session hosted in March 2021.

Catering to Local Tastes with Cheak

From the onset, Tiffany and Olivia aimed to fill a niche for athleisure that speaks to the Asian market’s unique physique and cultural preferences. They recognized the demand for attire that offers both coverage and comfort, something many global brands lack.

Padding in sports bras was a particular focus, given its popularity among local consumers. However, this required a complete redesign of traditional structures, posing yet another challenge. Additionally, there was a need to balance modesty with style, adapting common trends to fit more conservative expectations.

Carving Out a Niche Among Global Contenders

Amidst a fiercely competitive environment—home to international names like Lululemon and Alo Yoga—Cheak stood out by addressing Asian body dimensions and climate needs. Retailing at a slight discount compared to its competitors, Cheak crafted pieces that resonate with their consumers' lifestyles.

Moreover, Chng and Yiong have acknowledged the climate's unforgiving heat. Advances in fabric technology allowed them to offer breathable options suitable for Singapore’s perpetual summer.

Balancing Friendship and Business

Sustaining both personal and professional relationships has been key for Chng and Yiong. They maintain clear boundaries and rarely discuss business on personal time, ensuring a solid distinction between work and friendship dynamics.

Each partner’s roles are clearly delineated, with Olivia managing operations and logistics, while Tiffany oversees creative and public-facing roles. This separation fosters efficiency and respects each other’s space.

Finding Fulfilment Beyond the Corporate Ladder

Pivoting from the predictable corporate world to the unpredictability of entrepreneurial life comes with its fair share of rewards and trials. Having built a brand from scratch, Chng, now a parent, appreciates the flexibility and autonomy that comes with managing her own schedule.

Despite the allure, Yiong cautions that starting a business often demands all facets of one's life—investments of time, finances, and emotional energy. Nevertheless, the tenacity required to weather these challenges is met with a sense of satisfaction and achievement that they wouldn't exchange.