About XES

About XES

Established on 23rd March 2002, Shellys Marketing Sdn. Bhd. core business in shoe making, focusing in retail chain store management, act as (OEM) supplier for both local and oversea clientele. The operation is led by an experienced team members supported by a strong 300 downstream personnel. Our Managing Director, Mr. Simpson Wong adopted the trade name “XES” which has rapidly grown and fast becoming a household brand. The collective effort of the management and employees help to foster healthy development for the company, with more than 80 outlets nationwide. XES positioned as affordable and contemporary appealing has gain multiple ground, consumer acceptance and are improving both horizontal and vertical, as evidence by the speedy execution of NPD (New Product Development) and rolling out of retail outlets. To further improve our reach, we are working with online portals to expand our horizon.

We steadfastly focused on improving and providing satisfying wearer's experience and moderate in our pursued of fashion statement. With the clear path undertake by the visionary team, XES is poised to become global market player in the year to come.

Shellys Marketing 有限公司成立于 2002年3月23日,主要业务为零售连锁管理与国内外代工生产,共有 300 名经验丰富的高级管理与部门职员。及后,该公司董事经理黄涧杏开创自家品牌XES,在领导层与员工的努力下,公司健康发展,XES也成功在国内市场占一重要位置。2014年,XES品牌重塑,并推出全新标语 “Superior Comfort for Happy Feet”,旨在为消费者提供舒适的鞋子。XES 坚持以消费者需求为核心,以客为尊,并强调舒适、品质与合理价格的定位,积极开创与提升产品,加强竞争力。其品牌遍布全国,共有逾80间的分行分布在国内各大购物广场,并以三大概念迎合不同级别消费者,包括 XES tudio、XES Premium 及旗舰系列 XES Signature,提供女鞋、男鞋与童鞋,满足各年龄层人士的需求,并提供正式、非正式、休闲与运动风格的各类鞋,迎合各种不同场合。今年是 XES 迈入第16周年,订下最新品牌建设方向,跟上市场消费趋势,透过数码媒体与客户取得联系,并在知名网购平台及社交媒体取得客源、大数据与商机,积极拓展业务,以期成为本土与国际知名鞋类品牌。此外,XES多年来亦获无数奖项与认可,包括亚太区国际诚信企业奖、金牛奖、卓越金鹰奖、星洲企业楷模奖、第一届大马名牌奖、企业白金奖等。


Envisioned to be an established household footwear brand for both local and international market. A market leader in producing both contemporary “Trendy” and "Comfortable" shoes for all our customer.


Our mission statement is aim to produce top quality footwear that meet the needs of our customer’s expectations.


We believe in producing footwear with comfortable element that enhance wearer's experience coupled with modern contemporary outlook that fits all occasions. To meet the end product, SOP are carve and incorporate into process, service staffs are rigorously trained to channel customer's intelligence to continuously improve our offerings to the consumer.

Business Model and Revenue Model

Our Company’s core business is in shoe manufacturing and retailing. We also partners with a numbers of reputable brand both local and overseas acting as a OEM (Original Equipment Manufacturer) development and procurement center for them. To meet the changing landscape, we have embark to venture into e-commerce platforms in addition to bricks and mortar traditional high street retail outlet.

Core Strengths and Competitive Advantages

The company's flagship brand, XES Shoes carries a diverse range of footwear from kids, sporty and young sneakers to the market, elegant working dressed and casual shoes. We aim to provide our customers a wide spectrum of quality shoes at an affordable price. With more than 80 retail outlets nationwide and online purchase and delivery services, customers have an easy access to purchase their shoe of choice.